The main dangers of click-fraud
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
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
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
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