You’ve worked hard to create and design your new ad campaign, and your ads just went live. However, a big problem arises: a huge number of internet users click on your ads, but you don’t see any validated sales on your website.

You may be a victim of what is called click fraud. This is a worrying phenomenon that advertisers should be aware of, as fraudulent clicks are estimated to cost them nearly $ 6 billion a year globally, and it can obviously put your PPC campaigns and your entire website at risk. marketing strategy .

What is click fraud?

When you run a PPC (Pay Per Click) ad on Google or another platform, you pay every time someone clicks on your ad. If you’ve prepared your shot well, you should expect a Belize WhatsApp Number List of those clicks to turn into a sale, or else validate some other goal you’ve set for yourself.

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According to recent studies, the average conversion rate for mobile ads on Google is around 3.5%. It is therefore reasonable to expect to make three sales for every hundred clicks. If you see that your visitors are starting to click on your ad with no intention of making a purchase or engaging in any way, then you’ve got it.

This is called click fraud, and it can become a real problem for advertisers.

Because when people or bots fraudulently click on your ads, it means you are paying for clicks that are not real, and your daily ad spend goes up in smoke, without you being able to reach your target audience.

Click fraud is a phenomenon that search engines – starting with Google – are starting to take seriously, and they have implemented a number of tools and solutions in an attempt to combat it. The main problem is that click fraud is still very difficult to detect. So, unfortunately, there is always the possibility that people or bots will click on your ads and abuse your daily ad budget.

The different types of click fraud

The principle behind click fraud is very simple: someone clicks on your PPC ads with the intention of making you lose money. Why is that ?

There are two main types of click fraud: that which comes from competitors and that perpetrated by advertising editors, or “publishers”, as we say in English.

– Click fraud by competitors
What if your competition was spending a lot of money on advertising and getting nothing in return?

We wouldn’t mind that much, on the contrary. The problem is, some bad-intentioned companies make sure this actually happens.

Thus, your competitors have everything to gain from fraudulently clicking on your ads, for two reasons.

First, it means you’re paying for clicks that don’t have a chance to convert, and second, it means you’re wasting your daily ad spend much faster. The result is that there is much less competition in the ad market when showing their own ads later in the day.

These fraudulent clicks can also have an impact on your advertising score: your ads will be displayed less often and your CPC (Cost Per Click) will increase.

– Click fraud by publishers
Your competition takes advantage of click fraud by weakening you, but there is also another player who directly benefits from fraudulent clicks on your ads: the ad publisher.

If you run display ads on third-party websites, the publisher receives a percentage of what you pay for each click. Thus, the increasing number of clicks on your ads has the direct consequence of increasing their income.

You might be surprised to learn these facts, but there have been a few stories of large-scale ad fraud in recent years.

How to know if click fraud is affecting your website

To be successful with Pay Per Click advertising, you have to be able to interpret data. It is with the help of data that you can refine your PPC strategy and it is also a way to determine if click fraud is affecting your website.

To know if you are a victim of ad fraud, you need to see what happens after people click on your ad and where those clicks are coming from. To do this, collect the following:

IP addresses
Click timestamp
timestamp of actions
user agent
This information will help you identify a large number of clicks that could be from the same person without ever leading to an action.

If you are seeing a lot of clicks from the same IP address, it should raise suspicion. Then be sure to check the IP address on a site like www.whatismyip.com to see where those clicks are coming from.

While people who engage in this type of click fraud have ways of hiding important information about them, these tips will still have the benefit of telling you if you are being targeted, and prompting you to make decisions.

If you have any suspicions, contact Google to report the issue so they can investigate it.

Why is it important to fight click fraud?

You have a lot of options when it comes to advertising, but you chose PPC because it gives you sizable ROI. However, if you are a victim of click fraud, you will not see a return on your investment.

The worst part is that your competitors, whether they are the click fraudsters or not, profit from your difficulties.

This is why it is important that Google and the other search engines put in place mechanisms capable of stopping this phenomenon, because they also have an interest in that advertisers continue to use their platform without having to worry about possible ” false ”clicks.

Click fraud is a concern for many advertisers. According to PPC Protect, 11% of all clicks on paid searches and 36% of clicks on display ads are fraudulent. It is therefore not a minor problem that the main players in the internet and digital marketing can afford to ignore.

4 steps to prevent click fraud
Click fraud can be difficult to detect, but there are steps you can take to prevent it, or yet limit its impact on your campaigns.

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