Recognizing Pay Per Click Click Fraud
Pay Per Click or PPC is a common way of advertising, and can be quite beneficial as well. But the same
method has some dark areas, and fraudulent clicks are one of them. As a precondition of such ads, you are
bound to pay Google a sum of money whenever someone clicks your advertisement. However, if
someone clicks the ad and does not stay on your site for the reasonable period, you lose precious money
without gaining any significant result. This is a problem that everyone opting for PPC faces.
The 411 on click fraud: The practice of click fraud has made business tougher for the businessmen
during the recession period. But it was quite rampant even before that. Google’s $90 million lawsuit
settlement with the advertisers in 2006 bears proof of that. In 2008, about 57% internet advertising was
done through PPC and has been increasing since. According to Click Forensics, an organization working
against fraudulent clicks, about 17% of the clicks in the year 2008 were fraudulent.
Yahoo and click fraud: Apart from Google, Yahoo also encountered a significant percentage of click
frauds. According to the sources inside Yahoo, the percentage was about 12% to 15%. But the company
took some positive measure like hiring Click Forensics to put a stop to this.
Who to blame: As per information over the net, the major responsibility of these click fraud cases go to
those companies that award their customers with cash in return of clicking on an advertisement. Some
companies even send mails and publish banner ads asking people to participate in such malpractices. In
most cases, it has been seen that those who click do that just to earn those bucks.
Now, the question is - how can you prevent your business from such frauds? Here are a few tips that will
definitely help you.
Hire a security agency: This is perhaps one of the best steps that you can take. Agencies like Click
Forensics have technologies that can prevent fraudulent clicks. This will save you a lot of money and
protect your interests. Right now, this company claims to have the means to reduce fake clicks by at least
60%. It also has an impressive clientele that includes names like Zappos, Intel, and Progressive.
Regular Auditing: This is a practical step that every company and advertiser can take. Check all the data
related to your website, so that you can know in quick time if there is a breach or anomaly. Note whether
the traffic is showing any kind of suspicious load (high bounces, little or no time on the site, low page
views). Once you notice anything out of the ordinary, report it to the PPC advertising companies.
Check the IP address: This is one of the security measures that the internet security agencies take in
order to control fraudulent clicks. They keep a record of the IP addresses the clicks are originating from.
In case the same IP address is responsible for too many clicks, the agencies block that site. It is one of the
most effective steps.
You can continue with your PPC campaigns, but exercising more caution and staying more alert would
help you retain precious business money, which would have otherwise been wasted due to click frauds.
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