Click-fraud protection: the main advertisers’ tools
Every marketer is interested in getting a powerful, efficient and significantly inexpensive advertising tool. Internet, being an ideal platform to place various kinds of information, including advertising, offers tools mentioned above in the form of contextual advertising. The advantage of this tool is obvious: advertiser pays not just for placing his information but for a specific action – transition of users. In other words, if people are not interested in the offered goods or servises and do not click on the link the advertiser won't spend a dime on non-of-interest audience.
However even such a perfect advertising tool has a serious flaw known
as click-fraud. It is, as the name says, type of fraud which means
the process of artificially increased number of clicks on paid
ad-links, resulting in the waste of the advertising budget. Due to
the fact that click fraud is highly undesirable for advertisers,
search engines offer a variety of algorithms and advices on how to
detect click fraud and deal with it.
These algorithms are based on statistical analysis of visitors'
transitions. Although the analysis is subjective, yet abrupt increase
in the number of transitions (and, accordingly, the rapid consumption
of the budget) indicates the occurrence of click fraud.
Google AdWards and Yandex Direct are the most popular contextual
advertising networks in the RuNet (Russian segment of the Internet).
Each system has its own tools to analyze not only the campaign but
also its effectiveness, as well as indicators that help to detach
As a rule, these instruments operate in automatic mode - the system based on certain behavioral parameters determines whether a particular click (i.e., transitions made by people who are really interested in product), or fraudulently. Thus part of the clickers is eliminated without the direct involvement of the advertiser.
But if any suspicion remains it's possible to analyze CTR rate (ratio
of transitions to the total number of display) or conversion (the
percentage of users who have committed the required actions), and
this should be done over time.
There are also third-party tools of click-fraud protection, which are
used to screen out ads on sites that bring untargeted visitors, as
well as blocking users whose transitions are fraudulent.
There is a wide variety of settings to determine click fraud - from
the analysis of entry points to the verification of conversion. The
main difference of these services is that they are effective for
analysis of quality traffic, while the standard tools of search
engines allow you perform a web analytics. In other words, these
services are measure how the action is made, and not just the fact
that they were performed.