How to Avoid Fraudulent Click Scoring

fraudulent click scoring

Faulty marketing data caused by fraudulent click scoring makes it difficult to make informed decisions in your ad campaigns. If non-genuine click activity skews your audience profile, your ads will be delivered to an unsuitable group of users and your conversion rate will suffer.

Bad actors engage in click fraud for a variety of reasons. They may wish to harm a competitor, they could be trying to frame a publisher or they could simply be looking to deplete an advertising network’s budget. Malicious click fraud often involves using a network of devices (botnets) to generate clicks. Bad bots are usually controlled by a bot herder and infect the vulnerable devices of users with malicious code.

Beyond the Numbers: The Intricacies of Fraudulent Click Scoring in Online Advertising

It’s important to note that although the vast majority of click fraud is perpetrated by bots, there are also legitimate users who click on your ads by accident. These types of clicks are considered invalid and can be refunded by the ad network.

Fraudulent clicks are also damaging to your quality score. This metric determines how relevant Google considers your ad to searchers and is used as the basis for your cost-per-click (CPC). Invalid clicks can lead to lower quality scores, which in turn means that your AdWords costs are higher.

You can identify click fraud by analyzing your click history and identifying patterns of behavior that are indicative of bad actors. For example, if your clicks are all coming from one region, and you don’t offer services in that area it might indicate that the clicks are being generated by a click farm. Excluding this location from your targeting is a good way to reduce click fraud and prevent invalid clicks from hurting your ROI.