PPC (Pay Per Click) advertising is a massively used form of advertising around the globe. But its popularity and advertising mode make it a victim of click fraud. Advertisers have mixed opinions about click fraud - while some consider it a threat, some don’t worry about it at all. These mixed opinions create a lot of tension around this subject. So in this article, we will disrupt the top 3 myths, which will clear the water.
Let’s start with the most common myth, where PPC advertisers believe they aren’t a victim of click fraud.
‘It doesn’t affect my campaigns.’
This is the most common statement made, and honestly, we are tired of hearing it. First and foremost, it’s nearly impossible for PPC advertisers to spot inconsistencies in their data as they are dependent on platforms like Google Adwords and Analytics. Fraudsters can easily generate clicks that look legitimate to these platforms, thus their high success rate. These bad bots backed with intelligent scripts are bleeding ad spends while the advertisers stay ignorant.
Without the right fraud detection tool, one can not manually backtrack the clicks to their actual source. Tools like Google Adwords don’t even record individual IP Addresses and can’t differentiate a fraudulent click from an authentic one.
And just because one can’t tell the difference doesn’t make one immune from click fraud.
‘It’s not a big problem; Google blocks all fraudulent clicks.’
Click fraud accounted for around $16 billion loss in ad budgets back in 2017 - this statement alone crushes the myth mentioned above.
I don’t blame anyone for believing that a platform created by a multi-billion-dollar company such as Google will block all fake clicks. Unfortunately, that’s not the reality. Although Google mentions that they have a system to detect invalid clicks, they don’t stop it. They usually refund instead without providing any data - assuming the advertiser is lucky! The entire game is around trust; if the lot believes whatever Google says is true without any actual data backing it, Google has done their job nicely.
Just a reminder that 85% of Google’s earnings are from advertising, and they have to make their users feel safe - so if the advertisers aren’t verifying the clicks themselves, they have to take Google’s word for it.
Ad Fraud detection tool is very expensive.’
I might agree with the advertisers on that. Detecting fraud can be expensive with the pricing that fraud detection platforms offer.
An advertiser has to spend tons on ads initially and then again for fraud prevention. When advertisers run low-budget campaigns, it doesn’t make sense to pay for a price slab that is more expensive than their entire campaign budget.
Well, that’s where Botman stands out. We give seven days of free trial and support to understand the type of campaigns you run, your campaign budget and provide you with a humble pricing model that you won’t regret.