Click Fraud Detection Goes Beyond Fraudsters' Expectations

In the world web there are many definitions and descriptions of such a notion as click fraud and the way how click fraud
 prevention should be performed. But all of them are considered from the point of view of the advertiser. But for the
 webmaster, who makes money on contextual advertising, clicking may become a serious problem. Especially it becomes
 serious when it “steals” money from the ad budget.

When the time comes up, the owner of the newly-created designed and launched website orders paid ads in Google AdWords.
 Thus, the process of ads rotation starts. And at that moment there is a high possibility that other sellers, who are more
 experienced in this business, will notice the appearance of a new competitor. And, as the business life shows, competitors
 are opposed with resolve.


There exists one of the numerous ways to get rid of the competitor in the internet – it’s an advertisement click fraud. This
 method involves the following steps:

·         One writes key terms in Google search bar
·         There goes initiating of the ads showing
·         Clicking on the ad
·         Charging for the click

It’s not only search results that can be clicked; it also could be contextual advertisement, which is shown on the Google
 partner websites. The more ads and clicks on the ads on the partner website, the more profit it gets. This is the reason why
 fraudulent website owners do that themselves: they click ad view on their online sites pages.

Click fraud is on-purpose going through links on advertising materials. It is a headache for all the website owners and
 webmasters. The reasons of clicking are different, but in most cases they are just because of commercial interests – nothing
 personal, just business.

Let’s consider the reasons for clicking ads. Here is the simple example: there is an advertising campaign going on. For this
 campaign there is some budget planned accordingly. This budget is parted on a daily basis – there is limit, and as soon as
 it starts going beyond the limits, the ad stops being published. The competitor of the advertiser, when seeing those ads on
 your website, hires some people who will start clicking on the ads, up to the time when the daily budget limit is empty or
 almost empty. Thus, the money meant for ad campaign are gone for nothing – it may seem that ads work (as there are clicks
 on them), but there are no results. Well, in general, this description is quite short and simplified, but it clearly defines the
 situation.

Such fraudulent activity can be performed both manually and with the help of particular bots, which are able to imitate the
 behavior of real people. For this there even exists a paid service of hackers or small companies. Google takes active actions
 and fight with click fraud, but it’s hardly possible to beat it to nothing.

As a rule, it’s a webmaster who becomes the victim of the situation – it’s not his war, but it’s him who has to keep the defense.
 The consequences of click fraud for a website owner are extremely unpleasant: there is no more trust to the website, the profit
 start to decrease (though the apparent increase), and finally, the blocking of the website in advertising system happens.

Not just Google fight with click fraud. Professional and experienced webmaster can also take some successful actions. With
 the help of behavioral signs it is possible to cut away the most part of fraudulent clicking. Professional click fraud is much more
 difficult to be tracked, and a webmaster alone can’t do that.

One of the signs of click fraud is when there are many visits to your webpage, with the only one page view. Fraudulent visitor goes
 through click on the ad of Google, gets into a landing page, you are charged for the click and the visitor leaves your website
 immediately. This is the way how inexperienced fighters with competitors behave; but experienced ones after first click visit some
 more pages, and it makes it more difficult to figure out the visitor’s motivation, whether it is a competitor or potential buyer, who
 didn’t find anything to his taste.

But just imagine that the click on your ad leads to the page that can’t satisfy the request of most of the users, when the
 assortment of the category is so small that a page is enough for it. And then, disappointed and already non-potential buyer
 leaves your website after the first click and against his will, his actions look like ad clicking. When Google understands – and
 Google really can do that – that the reason of leaving the page is not the fraudulent intent, but the result of the bad work of online
 store owner, it won’t consider a one-click-visit as a click fraud, and your ad budget won’t be charged with money. That is why
 it is vital to pay much attention not only to website promotion in the Internet, but also to arrange optimally your business; even
 a well-arranged site in Internet can get almost 50% of refusals (visit of only one page).

The competition in the online business is not inferior in terms of the degree of rigidity and sophistication of competition in real life.
 It covers all aspects of network activity, including contextual advertising. At first glance, this statement looks strange, but in
 practice everything is quite logical. Contextual advertising in its essence is just a certain software system. It has its own rules
 of the game and its own characteristics. And if you know how to navigate well in them, then it is easy to find "gaps" that can
 successfully use the methods of unfair competition.

Of course, the bulk of advertisers working with the contextual advertising system, conducts its policy honestly and does not
 even think about using dirty methods to discredit competitors. However, this is not a guarantee of complete security, situations
 can arise. Therefore, it is better to know in advance what methods can be used by intruders and try to protect themselves and
 their business.