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Click Fraud Reaches Historic High: 6 Ways to Prevent It

May 5, 2010 By Heather Fletcher

2. Use location targeting. If you do not sell products outside of the United States, be sure to target your ads to the United States. If you do sell products abroad, monitor the performance of your internationally targeted ads. If you find that your ads perform poorly in certain locations, remove those cities/countries from your targeting preferences accordingly.

3. Watch for anomalies in campaign performance. Monitor and analyze your reports to identify sudden, suspicious peaks in your daily traffic and costs. If the peaks do not correspond to improved performance and you cannot ascertain the cause, consider either stopping your campaign or asking the ad network to investigate the issue.

4. Watch high-dollar cost-per-click terms closely. Keywords with high CPCs are more likely culprits for click fraud than those with low CPCs. So pay particular attention to your high CPC keywords and the referrers that generate high volumes of traffic to your site through these keywords. If you fail to see a positive ROI for specific keywords, consider reallocating your spend away from those keywords in favor of higher-performing keywords.

5. Block low-converting referrers. Review referral and conversion information within your reports and analytics to see which referrers drive high volumes of ad traffic and which fail to drive conversions. If you notice that your ads/keywords are performing poorly on particular sites, reduce your bids for those publishers. If you notice any high-volume sites that don't generate any conversions, selectively use the domain-blocking feature to prevent your ads from appearing on those sites in the future.

6. Limit your advertising to ad networks using third-party scoring solutions. If you are concerned about click fraud, make sure that your ad network uses a third-party traffic quality solution. Traffic quality solutions providers actively monitor clicks and impressions within and across networks to help ad networks address attempted click fraud before advertisers are affected. 


 

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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