You don’t have to pay to block click fraud and ad fraud on your Google Ads or Microsoft Advertising networks.

1. PPC Fraud
Really Costing
Your Business !! Is It True?
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

2. Summary
What exactly
is PPC ad
fraud?
Examples of
ad fraud in
action
Industries
affected by
click fraud
How it affects
your business
and your
budget
What is being
done to beat the
fraud
How you can
beat click fraud
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

3. PPC fraud is often referred to by
a whole plethora of names such
as ad fraud, click fraud, invalid
clicks, or click bot attacks. There
are also specific practices such
as click spoofing, click
spamming, and click injection
which all have their own super
technical processes to defraud
you of your ad spend.
What exactly
is PPC ad
fraud?
Invalid Clicks
• This is the term used by Google to describe a click on a paid link that is not genuine in some way.
PPC Fraud
• This catch-all title refers to any fraudulent practice carried out on PPC advertising.
Click Fraud
• Click fraud affects pretty much every type of pay per click campaign. Although some of the most
targeted industries might be quite obvious, some of the others might come as more of a surprise.
Referring to any click on your paid links that are not genuine and are often malicious, the definition of
click fraud is often applied to clicks on SERP results.
Ad Fraud
• Ad fraud is that your paid ads, usually in banner or video format, are hosted on a website that is
designed to capitalize on ad payout.
Click
Spoofing,
Spamming &
Injection
• It is normally undertaken by an app that is made to generate fake clicks on a device in the hope of
collecting the payout for genuine organic installs or clicks.
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

4. How Do
These Types
of PPC Fraud
Work?
Broadly speaking, there are two
types of ways you can fall victim
to PPC fraud:
 Human interaction.
 Automated interaction.
The most common ways you’ll
find this kind of fraudulent click
action as listed:
Repetitive
Clicks
Organized Click
Campaigns
Bot Traffic
• The simplest way to commit click fraud is to simply click on a paid ad
every time you see it.
• Leveling up on the repetitive clicks here, if you really want to cause some
damage you can pay for sustained traffic to any link. You may have heard
of click farms, which are organizations designed to generate clicks for a
whole variety of reasons, from social media boosting to vindictive clicking
on paid ads.
• Automated bots have become a lot more sophisticated in recent years,
including being designed to mimic human behavior on websites. Bots can
either be built into software such as apps, and harnessed as a co-
ordinated network known as a ‘botnet’, or operated from servers in
specific locations, such as click farms.
• In recent years, there have been several high profile cases of organized
crime syndicates operating ad fraud networks. The most famous of which
are Methbot, Hyphbot, and 3ve (Eve) which all made millions from
generating bot traffic onto paid ad campaigns.
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

5. Fraud Doesn’t
Happen to
My Business,
Does It?
Fraud affects pretty much
every type of PPC campaign.
Although some of the most
targeted industries might be
quite obvious, some of the
others might come as more of
a surprise. On-demand and
local services often have a
high cost-per-click and
relatively fierce local
competition.
Click fraud
can be rife
in industries
such as:
Locksmiths
Plumbers
Waste
disposal
Building &
remedial
works
Orthodontists
and specialist
health
services
Tourism-
focused
services
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

6. Impact of PPC Fraud
The financial impact of
PPC fraud is going to be
one of the biggest
concerns for any
company. Beyond being
out of pocket, there are
other ways that click fraud
and ad fraud can cause
problems to your
marketing campaign.
Being knocked down the
search engine result
pages, or worse still,
completely off them, is
going to mean a lot of
missed opportunities. If
click fraud is effective, and
it uses up your daily
budget, your target
audience won’t see your
ad.
That’s an income that
can’t be replaced even if
you do get the fraudulent
ad spend replaced. For
businesses that focus the
majority of their
marketing on PPC
advertising, this
disruption can cause a
knock-on effect on their
business development.
Small businesses and
startups increasingly rely
on PPC advertising in
important phases, such as
product launches or for
seasonal peaks. Being hit
for anything up to 20% of
your marketing budget is
one thing, but it’s the loss
of income that will be
much more important for
most.
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

7. What Advertisers Are Doing To Tackle PPC Fraud
• For some repeat clicks, or clicks from
obvious fraudulent sources, Google
automatically blocks these and will
automatically issue a refund. If you spot
something that you think is fraudulent on
your Google Ads you can raise this with
their customer support for processing.
However, the definition and analysis of
what makes an invalid click may be part of
the issue here.
1
• Google doesn’t focus on creating anti-
click fraud software and, in fact, some
issues that should be identified as
fraudulent can often be missed. The same
applies to Bing, Facebook, Taboola,
Outbrain, etc. The way sources of clicks
are identified is where the problems can
start. Google treats each visit from each
IP address as a unique occasion.
2 • So if you have a cellphone that clicks on
your ads in one location, then uses a VPN
or logs on to a different wifi network and
clicks again, it will look like a new visitor.
Organized click fraud often has processes
to mask or change IP addresses regularly,
making it hard for Google’s algorithms to
keep up.
3
Googleattemptstofixissueswithinvalidclicks
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

8. What You Can
Do to Beat
Click
Fraudsters?
When it comes to
avoiding click fraud,
software solutions like
ClickCease are without a
doubt the easiest way to
deal with everything that
comes your way. There
are methods you can use
to do it yourself too, so
take a quick look at both
options as listed.
Anti-Click Fraud Software
The Manual Option
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

9. Anti-Click
Fraud
Software
There are plenty of choices,
but ClickCease is the
industry-leading option for
good reason.
ClickCease assigns each device that clicks on your ads a unique device ID
which helps to identify patterns of fraudulent activity. This means that even
if that IP address is changed, it’ll be clear that a specific device is a repeat
visitor.
When it comes to botnets and click farms, ClickCease also keeps a blacklist
of suspicious sources, so if there is a shady character doing the rounds
you’ll be able to block them. Using software such as ClickCease also saves
you a lot of time doing the fiddly things that come as part of the manual
option.
And, with a handy visual dashboard, you can view things like fraudulent
sources locations, times, most affected campaigns and even get an
overview of the type of traffic clicking on your ads.
For advertisers running multiple campaigns on Google or Bing, or for any
business with a high cost-per-click, ClickCease will likely save you time,
money, and stress.
How does it
work?
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

10. The Manual
Option
You don’t have to pay to block click fraud
and ad fraud on your Google Ads or
Microsoft Advertising networks.
Tweaking the settings in your Ads
dashboard will limit your exposure, but
be warned, with increasingly
sophisticated techniques being deployed,
theseare not100%guaranteedto work.
Refer The
Manual
Setting
Timing:
If you run your ads 24/7, look at when is the most effective
time to run your ads and limit your chances of exposure to
fraud.
Location:
Target specific areas, the more specific the better. Also, try and
exclude locations where you think fraud on your ads may
happen.
Negative keywords:
Fraudsters often target quite broad search terms, so get
specific with your keyword tagging and don’t be afraid to use
negative keywords.
Monitor ads daily:
Make sure to regularly check your ads for suspicious IP
addresses and activity. Spikes in activity but without
corresponding conversions may indicate fraud in your ads.
4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279

11. 4/15/2020WEB: WWW.NCSOFTTECH.COM || E-MAIL: DIRECTOR@NCSOFTTECH.COM || MOB: +91-8527957279
Yes, Now You Are
Ready to Beat
Click Fraud.
If you think your
Google or
Microsoft Ads
are being
targeted by ad
fraud or click
fraud, you can
check for free
using ClickCease.
Eliminate PPC
fraud on your
ads and take
back control
over your
marketing
spend.
Ready to
Beat Click
Fraud.?

12. ThankYou
Naresh Chauhan
+91-8527957279; +91-6370182504
director@ncsofttech.com
www.ncsofttech.com/