Over the past year Google has been busy working on a report designed to convince us that they are on top of click fraud. For those of you who may not know about this, let me explain.
Firstly users place their ads on Google’s advertising platform, Adwords. Each time somebody clicks on that ad it costs them money. The concern is that maybe your competition, or a robotic “clicker” may be costing you money. They do this by continually clicking on your ads in an attempt to use up your budget and stop your ads from showing. As someone that manages ppc campaigns I have noticed that this is a major concern for people who are considering pay-per-click advertising.
In order to ease some of this fear Google released a report that shows us how they try to combat click fraud. Google uses both proactive and reactive techniques to detect invalid clicks. Step 1 – Google uses technology to filter out the majority of invalid clicks before they even reach your account.
Step 2 – the clicks that make it through the filter are then analyzed offline and refunded to your account, if found to be invalid (of course).
Step 3 – In rare cases, Google investigates inquiries from customers who believe they have been victims of click fraud. Below is a breakdown of invalid clicks versus valid clicks.
Google ensures us that less than 10% of total clicks are “invalid” and out of that only 0.02% (the blue section) is actually charged to anyone’s account. Is this reassuring? Well I think that it helps to have all of the information available to make an informed decision. It is in Google’s best interests to make us feel a little safer after all. On the whole, the benefits of pay-per-click advertising far outweigh any possible problems such as click fraud – but it always pays to be vigilant.