[WEBINAR] Click Fraud: Protect Yourself from Internet Crime!


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Click fraud costs PPC advertisers and publishers an estimated $1 billion each year. But there are ways you can protect yourself! In this presentation, vigilante PPC superheroes Matt Hessler and Anna Sawyer share expert tips for preventing yourself from losing money to these dastardly criminals.

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[WEBINAR] Click Fraud: Protect Yourself from Internet Crime!

  2. 2. #PPCfraudtrada.com
  3. 3. Matt Hessler,Director of Account Management @fasterstill Anna Sawyer, Marketing Manager @annafsawyer
  4. 4. What is click fraud?Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer
  5. 5. When a person,automated script orcomputer programimitates alegitimate user of aweb browser clicking onan ad for the purpose ofgenerating a charge perclick without havingactual interest in thetarget of the ads link.
  6. 6. Fraud vs. unwanted clicks Fraud: intentionally malicious, to make someone else money or to deplete an advertiser’s budget at an accelerated rate.
  7. 7. Fraud vs. unwanted clicks Unwanted clicks: duplicate clicks from shopping comparison, ad network errors, internal or competitor clicks on a small scale.
  8. 8. Network click fraud When a second-tier publisher - like a blog or website with display ads on it - tries to increase its cut of the profits by generating fraudulent clicks.
  9. 9. If the Denver Egotistclicked on or hiredsomeone to click ontheir display or textads, that would be (Not that we’renetwork click fraud, implicating the Egotist!and the Egotist would This is just anbe the beneficiary, example!)since they get paideach time an ad isclicked.Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer
  10. 10. Competitor click fraud The intent is to deplete a competitors click budget in PPC, display or Facebook ads.
  11. 11. If flowerdeliveryexpress.com wanted to beatbloomstoday.com on the day before Valentine’s Day, theycould hire a company to fraudulently depletebloomstoday.com’s daily budget, and would then dominatethe first position on that important day.
  12. 12. How you’re protectedMatt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer
  13. 13. Major search networkshave many mechanismsin place to protect youfrom click fraud bydetecting it before youever see your reports.
  14. 14. To see your invalid clicks, choose Columns inyour campaign tab, and add Invalid Clicks andInvalid Click Rate. This will show you everythingGoogle has filtered out before billing you.
  15. 15. MYTH: Searchnetworks benefit fromclick fraud.
  16. 16. How can you detect click fraud or invalid clicks that the search network missed?Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer
  17. 17. Keep an eye on yourreports for thefollowing fishy activity.
  18. 18. Fishy: Suddenincrease/decrease inclick count, followed bya sustained aberrantclick count.
  19. 19. Fishy: Spikes inotherwise consistentclick rates.
  20. 20. Fishy: Sudden jumpin click-through rate fora single keyword.
  21. 21. Fishy: Significantdifferences in clickvolume for similarterms, such as 3x clickson “Buy scuba gear”and “scuba gear sale”.
  22. 22. Fishy: Unusually highclick-through rate oncontent ads (whichtypically don’t performas well as search ads).
  23. 23. Fishy: Many clicksfrom a single IP addressor an address outsideyour geotargeted areas.
  24. 24. Now what?Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer
  25. 25. Get as muchinformation aspossible, includingdates, times and IPaddresses.
  26. 26. Note on IP addresses: Dueto user privacy concerns, GoogleAnalytics doesnt report onpersonally identifiableinformation, including a visitors IPaddress. Instead, Google Analyticsprovides aggregated data to helpyou make informed businessdecisions. You can view the MapOverlay report (under theVisitors section) to look ataggregated geographical dataabout your visitors, or view theNetwork Location report (underVisitors > Network Properties)to see your visitors ISP locations.
  27. 27. Then, fill out the InvalidClicks Contact Formfrom Google, orcontact support if youare using AdCenter.
  28. 28. AdWords IPExclusion:If you can narrow theinvalid clicks down to aspecific IP address, youcan exclude your adsfrom being shown tothat IP. (You can findthis under Networks>> Exclusions.)
  29. 29. Click fraud accounts for a formidablepercent of total clicks - but much of ithappens before you ever get charged. Still, vigilance is the best way to be protected from unwanted clicks thatmay slip through the networks’ fingers. trada.com
  30. 30. TRADA PRESENTS AdvancedFacebook Ads (for everyone)Turn your “Like” into LOVE for Facebook Ads!Wednesday, Jan 18
  31. 31. Here’s where we take two minutes to show you how Trada can help you with online advertising...... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns yourself. trada.com
  32. 32. Trada has thousands of online advertisingexperts who do PPC and Facebook ads for you.
  33. 33. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  34. 34. SpiritHoods: Trada customers since Nov. 2010
  35. 35. SpiritHoods: Trada customers since Nov. 2010 CAMPAIGN STATS: Paid Search Experts: 15 Sales Revenue: 400% increase # of Conversions: 400% increase CPC: 58% improvement
  36. 36. SpiritHoods: Trada customers since Nov. 2010 “My favorite part of the Trada relationship is that search no longer rules my life. The success of the campaigns has allowed me to hire a staff member to manage marketing so I can focus on new designs.” – Alexander Menduluk Owner, SpiritHoods
  37. 37. @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com
  38. 38. Internet Ads UpdateLove Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips forunderstanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes store and subscribe! It’s free!
  39. 39. @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com