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. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. TRADA PRESENTS
CLICK FRAUD
PROTECT YOURSELF!
#PPCfraud

2. #PPCfraud
trada.com

3. Matt Hessler,
Director of Account Management
@fasterstill
Anna Sawyer,
Marketing Manager
@annafsawyer

4. What is click fraud?
Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer

5. When a person,
automated script or
computer program
imitates a
legitimate user of a
web browser clicking on
an ad for the purpose of
generating a charge per
click without having
actual interest in the
target of the ad's link.

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. Fraud vs. unwanted
clicks
Unwanted clicks:
duplicate clicks from
shopping comparison,
ad network errors,
internal or competitor
clicks on a small scale.

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. If the Denver Egotist
clicked on or hired
someone to click on
their display or text
ads, that would be (Not that we’re
network click fraud, implicating the Egotist!
and the Egotist would This is just an
be the beneficiary, example!)
since they get paid
each time an ad is
clicked.
Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer

10. Competitor click fraud
The intent is to deplete
a competitor's click
budget in PPC, display
or Facebook ads.

11. If flowerdeliveryexpress.com wanted to beat
bloomstoday.com on the day before Valentine’s Day, they
could hire a company to fraudulently deplete
bloomstoday.com’s daily budget, and would then dominate
the first position on that important day.

12. How you’re protected
Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer

13. Major search networks
have many mechanisms
in place to protect you
from click fraud by
detecting it before you
ever see your reports.

14. To see your invalid clicks, choose Columns in
your campaign tab, and add Invalid Clicks and
Invalid Click Rate. This will show you everything
Google has filtered out before billing you.

15. MYTH: Search
networks benefit from
click fraud.

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. Keep an eye on your
reports for the
following fishy activity.

18. Fishy: Sudden
increase/decrease in
click count, followed by
a sustained aberrant
click count.

19. Fishy: Spikes in
otherwise consistent
click rates.

20. Fishy: Sudden jump
in click-through rate for
a single keyword.

21. Fishy: Significant
differences in click
volume for similar
terms, such as 3x clicks
on “Buy scuba gear”
and “scuba gear sale”.

22. Fishy: Unusually high
click-through rate on
content ads (which
typically don’t perform
as well as search ads).

23. Fishy: Many clicks
from a single IP address
or an address outside
your geotargeted areas.

24. Now what?
Matt Hessler: @fasterstill www.trada.com/blog Anna Sawyer: @annafsawyer

25. Get as much
information as
possible, including
dates, times and IP
addresses.

26. Note on IP addresses: Due
to user privacy concerns, Google
Analytics doesn't report on
personally identifiable
information, including a visitor's IP
address. Instead, Google Analytics
provides aggregated data to help
you make informed business
decisions. You can view the Map
Overlay report (under the
Visitors section) to look at
aggregated geographical data
about your visitors, or view the
Network Location report (under
Visitors > Network Properties)
to see your visitors' ISP locations.

27. Then, fill out the Invalid
Clicks Contact Form
from Google, or
contact support if you
are using AdCenter.

28. AdWords IP
Exclusion:
If you can narrow the
invalid clicks down to a
specific IP address, you
can exclude your ads
from being shown to
that IP. (You can find
this under Networks
>> Exclusions.)

29. Click fraud accounts for a formidable
percent of total clicks - but much of it
happens before you ever get charged.
Still, vigilance is the best way to be
protected from unwanted clicks that
may slip through the networks’ fingers.
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34. SpiritHoods: Trada
customers since
Nov. 2010

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. SpiritHoods: Trada
customers since
Nov. 2010
“My favorite part of the
Trada relationship is that
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life. The success of the
campaigns has allowed me
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manage marketing so I can
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– Alexander Menduluk
Owner, SpiritHoods

37. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

38. Internet
Ads Update
Love Trada’s content? Anna and Matt release a weekly-ish
fast-paced podcast with practical tips for
understanding and capitalizing on current trends in online
advertising. Search for Trada in the iTunes
store and subscribe! It’s free!

39. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com