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Ways to Identify and Tackle Click Fraud. Helpful Facts to Keep in Mind
Identifying and tracking examples of click fraud is the first step to eradicating the dilemma. Click fraud is the colossal drain on the resources of advertisers operating on a national and worldwide scale, estimated to occupy around 30% of all pay per click advertising spend. With so much at stake, its no wonder the search engines are investing so much time and attempt into devising solutions.
One means in which Search Engines and other pay per click programme providers have attempted to control the increasing click fraud dilemma is via introducing IP address repetition algorithms. These formulae are designed to pick up on distrustful click patterns emanating from a singular IP address, which can help to uncover the existence of click farms and competitor-led sabotage, in addition to identifying potential fraudsters at source.
But, there is a range of problems with this method of attempting to find the fraudsters. First, fraudsters logging on through a dialup modem, DSL line or cable modem can approximately completely bypass this check, as with every extra online session, a new IP address is generated. In addition, there is an extensive array of software offered to modify IP addresses, which again can be used for ‘cheating’ the algorithm. Cookie and session tracking are other methods by which search engines can attempt to uncover potential fraudulent activity, but again there are ways around these for the fraudsters.
More comprehensive software is being developed which profiles and reports on the browsing habits of each click-through to allow companies to track and monitor distrustful behavior, although this could be seen by many as intrusive and unsuccessful as anything on a small scale is still likely to go unnoticed, based on the vast coverage of ads across the internet.
The dilemma of click fraud lately hit the headlines with a class action raised against Google, prompting Google to offer $90million as a probable settlement. Perhaps an acceptance of their responsibilities, Google’s offer goes some way to suggest the extent of click fraud, and its gigantic costs to the internet economy.
There are a number of self-help remedies that can be implemented to keep an organization out of trouble. The initial of these remedies is the reliance on search engine optimization and organic listings. If a site is well and completely optimized, it could finally comprehend a ranking that another site is willing to pay $2.50 a click for. Similarly, with organically high rankings there are no clickthrough rates, therefore the costs associated with PPC are not applicable. Though the process is considerably more laborious and takes considerably longer to see results, the SEO process is much cheaper in the long run, and with an estimated 25-30% of all clicks being performed fraudulently, an organically high listing can save cash which would otherwise be drained by click fraud for more useful reinvestment.
Year on year, as the pay per click advertising market continues to raise and develop, definitely click fraud will follow suit. Unless the effective means of preventing click fraud is developed and effectively implemented, buyers will gradually lose confidence in the advertising medium and turn to more successful, less wasteful marketing methods, which would seriously hit the search engines and could potentially threaten the online market as a whole.
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