Ad fraud occurs when a competitor clicks on your advert without bearing the purpose of buying a service or product. This is more so common on PPC networks such as Ad words where every user is charged per click. In such a case, the advertiser has to pay for every click whether the user converts to a sale or not. This, therefore, makes competitors click on other companies adverts so that pay for the advertising charges that are not converting into sales. Webmasters may also on ads fraudulently to make extra revenue especially webmasters who run third-party adverts on their websites. This is referred to as a fraudulent click because it is done with no intention of buying the advertised product or service.
How to Detect an Ad-Fraud
Ad fraud is a common problem especially for marketers who always experience a compromise in their areas of optimization such as viewability, brand safety and performance. It is therefore important for marketers to understand Ad fraud in order to be able to counter it so that they remain market leaders. Adwatcher.com provides a tool that can help detect an Ad fraud. However, the following can also help detect and Ad fraud.
Lack of Performance
An advert performance can be gauged by conversion to sales or increase in business. If there is zero conversion to sales, while other channels such as social media pages produce significantly more conversions, there is the most likely that there is Ad fraud. For instance, it is highly unlikely that 300 clicks on your link in the page may produce 40 conversions while a similar 300 clicks on your webpage produce zero conversion.
Data Centre IP Addresses
Find out the IP addresses of the people visiting your website from the server’s logs. Users visiting a given website always originate from a hosted server. When using cPanel, one can easily track user’s IP addresses using the raw access log archiving in cPanel. Having evidence of fraud logs will get you a refund on payments made from the ad-buying platform or agency. However, it may be difficult to trace a user who may be using a residential or corporate computer.
Poor On-Site Analysis
When you experience high short sessions and bounce rates on your website that is a likely indication that there is Ad fraud. Most Ads and landing pages should be long enough exhibiting human behaviour such as filling of forms, clicking through to other pages, spending more time on the page exploring the information on the page.
Suspicious Site Lists
Always audit your site level reports to recognize any unknown sites on your list. Most Ad fraudsters are known to obscure their sites, therefore, questionable sites should be investigated further to reveal trickery. Alternatively, enlist your site to premium sites to avoid exposure to fraudsters.
Ad Fraud Super Bots
Bots viewing creates a high volume of fake traffic targeting display ads on computers with the ability to infect mobile devices and applications with viruses.