By Rotem Gal
As interest in paid advertising continues to rise, so does the hesitation to get involved in a marketing technique that can lead to click fraud. And while PPC advertising is a great way to drive traffic to your website and encourage customers to make purchases, this type of online marketing is also very appealing to scammers.
Click fraud is clearly defined as the “black hat technique of falsely inflating the number of clicks on a pay-per-click ad.” In fact, B2C goes on to state that click fraud happens for two distinct reasons:
- Advertisers clicking on competitor ads, driving up costs and forcing them to exceed budget caps
- Ad publishers clicking on their own pay-per-click ads in an attempt to generate more revenue for themselves
As you can see, no matter which method is employed, click fraud is a very real thing that needs dealing with.
In fact, despite Google’s efforts, search engines do not put forth enough effort to eliminate click fraud. This is concerning to advertisers looking to invest their money into paid advertising.
Image Source – PPC Protect Ad Fraud Statistics
That said, there are many things that you can do to prevent your ads from falling victim to click fraud.
That’s why today we are going to look at the different types of click fraud and ways you can prevent it from happening to you.
The Different Types of Click Fraud
When it comes to clicking fraud, there are two distinct categories – manual and automated.
Manual Click Fraud
Actual human beings clicking on ads perform this type of click fraud. Here is a rundown of who might engage in this type of PPC fraud:
- When your competitor clicks on your link (knowing they will not be making a purchase), you have to pay for the click anyways. This drains your budget while generating zero profit.
- When your ad is placed on an affiliate website, and an interested customer clicks on it, the affiliate is paid – not you.
- Non-Malicious Clicks. Those clicking on ads to access your website, with zero intention of making a purchase, harm your bottom line.
Automated Click Fraud
Automated click fraud is a streamlined process designed to do the most damage in the least amount of time. Here is how automated click fraud plays out:
- Internet bots programmed to mimic human behavior place malware on people’s devices and utilize those devices to click on thousands of ads at a time.
- Inflated Traffic Numbers. As a way to boost site traffic to fund future content, affiliates encourage site visitors to click on ads.
- Clicks Farms. This mix of humans using automated systems to click on ads all day long is more damaging because the process is pre-planned.
In the end, click fraud is expected to cost businesses $16.4 billion dollars in 2017, and there is no sign of this disturbing trend slowing down. In fact, click fraud is currently growing at a rate of 50% per year, with smartphone click fraud jumping a whopping 102% in 2017 alone.
Image source: World Advertising Federation 2017 report
And the …read more
Read more here:: B2CMarketingInsider