Pay Per click or PPC advertising is the most popular advertising tool used by internet
marketers. Google Adsense and Yahoo!Search Marketing are two most reputed PPC networks
online. The biggest advantage of PPC advertising is that payment is to be made only
when some visitor clicks on your ad and visits your website. It is a very cost effective
way to drive targeted traffic to your website and gives instant results. However, the greatest threat to PPC advertising is click fraud. An estimate states that about 40% of
all clicks are fraudulent. This is more common in 2nd tier engines. Though the PPC
networks have their own systems to prevent click fraud, the following steps may be
taken to safeguard against such fraud:–
(a) When you start a PPC campaign, you must monitor it daily. Study the server logs to
find out whether there are multiple clicks originating from the same IP address.
(b) PPC is like gambling. So, never go for bulk investments. Set a fixed amount for each
day. Only spend what you can afford to lose.
(c) Never join a PPC company which allows the participation of incentive sites. Incentive sites offer something free to the visitors for visiting the sites. Therefore,
clicks originating from such sites are usually not targeted. You may get a lot of clicks
but the conversion rate will be very low.
(d) The PPC network which you join must use a frequency cap. A frequency cap is a filter
which detects duplicate clicks originating from the same IP and prevents such clicks
from being deducted from your balance.
(e) Only show the ads in your target market. Many fraudulent clicks arise from some
east European and African countries. So you may reduce the risk of click fraud by avoiding these countries.
(f) Many analytical tools are available in the market to detect click fraud. An example
is ‘Click Tracking Software’. Such tools may be used to protect yourself from fraudulent
clicks.
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