PPC fraud has been around ever since the early years of this type of advertising. However, the techniques and the technology have been growing increasingly sophisticated over the years, with the volume of PPC ad fraud holding fairly steady.
Most people are aware of click fraud, which is the most prevalent form of PPC fraud, however there are many other sneaky practices that you should know about as an advertiser.
You might assume that many of these fraudulent practices are relatively rare and only affect high profile companies or expensive keywords. In fact, many PPC fraud practices have become part of the digital advertising ecosystem and some marketers are already “baking” fraud into their ROI (not a great way to deal with fraud).
In this article, we’ll have a look at the many forms of PPC fraud and the most effective way to prevent it.
What Are The Different Forms Of PPC Fraud?
Click Fraud By Competitors
Wouldn’t it be fantastic if your competitors spent a tonne of money on something and got nothing in return? Of course, we wouldn’t mind if this took place however some companies and individuals are taking things a step further by ensuring this takes place.
This is what is commonly known as click fraud by competitors
Click Fraud By Publishers
Your competitors profit from click fraud by hurting you however there’s also another player in this equation who stands to gain directly from clicking your PPC ad: the publisher.
If you’re running display PPC ads (ads on third-party websites), then the publisher is paid a percentage of the money you pay Google for each click. More clicks on your ads equals far more revenue for the publisher.