While the PPC (pay-per-click) advertising is considered an effective marketing tool that has gained popularity to drive the relevant traffic towards your brand, the PPC fraud is a severe problem that can discourage your marketing efforts. Anyone who has ever encountered bots fraud will incur marketing budget drainage.
The click bots create troublesomely and can cost you a lot when looking into a broader perspective. You may have heard that bots usually account for about 45% of all the web traffic. There are “good bots” that help the web to function. But increasing a large number of bots, they are the bad ones.
They take part in a global network of ad frauds, which can cost up to 23 billion US dollars. They intend to drain advertising budgets and distort your data. The bad bots are used for fraudsters to carry out account web scraping, account hijacking, and stealing financial data.
The impact of Click Fraud on Your PPC Campaign
Click fraud is among the most damaging and thriving practices in the current online marketplace. The click fraud functions by targeting the PPC campaigns, causing you to lose a lot of money, miss out on precious sales opportunities, and even could potentially put you out of business.
The issues of click bot farms and bots are widely reported, mostly used to inflate social media engagement and the spread of fake news. The bot farms can also be used for more traditional fraud, with enterprising gangs generating millions a day while using advanced technological solutions and malware.
Here Are The Expected Effects of Bot Farms And Bots.
- The campaign budgets waste away.
- The conversion rate is decreased; hence you may get clicks with no Conversions.
- They impact the firm’s revenue by draining the useless reach of advertisers who don’t wish to buy
It skews your data. This means that if your campaign gains more Conversions and clicks, then keeping it running. However, once that advert gets clicks with few or no Conversions. This skewed data makes it hard for you to decide which adverts to be kept or should be stopped.
Who Manages The Bot Farms And Bots?
Webmasters usually display Google ads on their sites. For them to make a lot of cash, they will need more clicks, and instead of taking time to grow their website, they opt to click their ads. The fraudulent clicks generate the exact profit as genuine clicks.
Most PPC fraud situations are created by competitors who click on ads wasting their ad budget and then turning off the day’s adverts. If a company cannot afford to get in position one in the competition, repeatedly clicking the top ad will waste their competitors’ budget, bringing them to the top list in ad ranking.
Fraud rings are large groups of people whose main aim is to target ad networks to get a substantial amount of cash within a short duration of time. These groups can generate millions of invalid ad clicks through automated programs.
The click frauds can come down to repeat advertisers who usually click the same ad for various reasons. Occasionally, the user clicks on ads and then, after some time, clicks on it again. Preferably, the user is allowed to click on the advert once before converting. However, it can take more than just one click to convert. This will naturally increase the standard conversion cost.
How to Prevent Bots in Your PPC Marketing Campaigns?
The process of preventing the PPC ad campaigns against bots can be segmented into two parts.
Bots Fraud Detection:
The data analysis usually has some reliable indications when it comes to ad fraud detection. It is essential to understand that various metrics can hint at the presence of multiple attributes of fraud. To prevent the click fraud in your marketing campaign, you can focus on the below attribution points:
The click timestamp will maintain the time in which the click was made on a particular ad. The bot-based click fraud will repeatedly run to attempt to click on the adverts, which will increase the click frequency for that specified duration. The higher range of the clicks with exact timestamp points shows the possibility of click fraud. All that you require is to plot a chart. A high frequency and low duration can be an alarming sign of fraud.
Because the bots usually run the identical script from the same server, a fraud on click ads will show a high density of the number of clicks from the same IP address. Ensure that you check your IP address to check their history with another click fraud. These frauds are well known as IP Fraud.
This is the time where a specific user takes some action on a particular site. Depending on your website’s uniqueness, you can expect the user who visits your website to complete specific activities. There is a similarity with IP range and click timestamp pattern and action stamp having a bot-based click attack.
Preventing Click Fraud:
The points listed above can help you figure out the mere signs of click fraud without additional information. For massive marketing campaigns running across regions are earning a hundred thousand, if not millions, of clicks, assessing information for such attributes can become cumbersome. Besides, the fraudsters keep on improvising the attributes to avoid being detected. Therefore, what do you need to prevent click fraud?
Perfect mitigation against click fraud requires analyzing various other metrics and algorithms quickly and with a progressive approach. The best way is to get a dedicated ad fraud detection tool.
This tool can run various reason codes simultaneously to detect and mitigate the click fraud. Relying on AI and machine learning tools can help you keep enhancing their ability to identify click frauds in real-time and avoid bots in your PCC marketing campaigns.
The bots can seriously impact your marketing campaign efforts and, in some instances, can even lead to direct financial losses. But with the right knowledge and solutions in place, you can detect the bad bots and mitigate any threat to your campaign efforts.