Articles

The main dangers of click-fraud

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Author : Artem

 Invalid clicking (also known as сlickfraud) is a deliberate consumption of advertising budget by numerous clicking on advertisements. Payment as a rule occurs after certain actions. Clicking on advertisement is usually the action that is paid for.

Generally the reason of click-fraud is the tendency to waste the maximum amount of money allocated for advertising of competitors site. Sometimes the reasons are pragmatic: people like to follow links, knowing that every click is estimated a shiny coin for the advertiser.

Numerous experts agree that about 20 per cent of all the Yandex Direct or Google Adwords clicks (as well as other ad networks) are fraud. In other words, about 1/5 of the costs is a complete waste of money - real users do not visit to the advertiser's site because they don’t get the information about it.

It is obvious that such actions are undesirable, because there is no profit of click-fraud for the advertiser and the harm is obvious. Besides, advertisers with a small budget suffer equally from both manual and automated click-fraud. the last one as the name suggests is performed by special programs. They accelerate click-fraud process and even imitate certain actions after the transition to the advertised page. This is done to trick the search engine algorithms which are responsible for quality control of advertising traffic.

Such activities also have other negative consequences. In case of using clickbot programs a risk of server hardware failure comparable to the effects of DDoS-attacks rises. In other words, the site may be overloaded by illegitimate traffic flow, and even break down for an indefinite period.

Finally, another obvious negative effect of click-fraud is the loss of potential clients. The fact is that existing recognition algorithms and click fraud protection are not perfect, and some funds will be wasted anyway. Considering that click fraud detection experts often recommend to change ads’ text or the location where they are demonstrated the loss of part of the target audience will be inevitable.

At the same time search engine marketing optimizers should learn the basic click fraud detection rules and develop an effective strategy to fight against such activities

Tags: Invalid clicking, click detect, click-fraud

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