PPC (Pay Per Click) Advertising is a massively used form of Advertising around the Globe. But It’s popularity and advertising mode makes it a victim of Click Fraud. Although Advertisers have mixed opinions about Click Fraud - some consider it as a threat, some don’t worry at all. These mixed opinions create a lot of tension around this subject. So in this article I am going to 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 term out there and honestly I am tired of listening to this. First and foremost it’s nearly impossible for PPC advertisers to spot inconsistencies in their data as they are basically 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 back track the clicks to their actual source. Tools like Google Adwords which don’t even record individual IP Addresses, can’t differentiate a fraudulent click from a authentic one.
And just because one can’t tell, 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 which is 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 do have a system to detect invalid clicks, they don’t actually 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, then Google has done their job nicely.
Just a reminder that 85% of Google’s earnings are from advertising and it’s their duty to make their users feel safe - so if the advertisers aren’t verifying the clicks themselves they just have to take Google’s word for it.
‘Ad Fraud detection tool is very expensive’
I might actually 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, also at times 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 7 days free trial along with support, where we understand the type of campaigns you run, your campaign budget and a humble pricing model that you won’t regret.