Last year Google was sued for ignoring click fraud and providing its clients with zero click fraud protection. Moreover, the company was accused of making billions of dollars because of fraudulent clicks. Can you imagine that? One Californian advertiser who noticed it decided to speak up about the issue and punish the giant. Would you do that if you were in a similar situation?
Well, plaintiff Gurminder Singh realized that he was investing money in PPC campaign since 2008 and he was not happy about results. The businessman noticed that his ads were manipulated. The advertiser was shocked to realize that he and received incredible number of clicks while the conversion rate was not growing.
Google click fraud was threatening the whole business of Singh. That`s why he decided to act instead of waiting and check the issue himself.Singh said:
“People were clicking on the ads, but there were no sales and even no business calls. I was worried and decided to check if google click fraud was real.” So when the amount of clicks did not influence the conversion rate, the advertiser suspected that something was wrong. I bet most online businessmen had similar problems but few of them thought about click fraud protection. Unless they use TEA software.
The Vacaville resident said that his business was financially damaged because of click fraud and he decided to speak for all the Google advertisers who were fooled. The plaintiff says that Google should have measured clicks better and shouldn't have increased their number artificially.
Moreover, Google has broken the deal of fair dealing, and Gurminder Singh understood that he couldn't keep aside anymore. Google click fraud was threatening not only his business but the whole e-commerce as well.
After All, What is Google Click Fraud?
Google click fraud is a plague of IT industry which drains the budgets of online businessmen. When an advertiser launches a PPC campaign he/she expects that every click on his ad will lead to conversion.
Each online businessman expects some click fraud protection as well. That is why he is ready to pay for these clicks.But in some cases, and it happens more often than you think, Google ads ( pop-ups, video ads, and banners) are clicked by bots. Actually, videos are a favorite target of bots, so if you invest in this type of advertising, this text will be especially useful.
Speaking about bots, bots are created by hackers who want to earn easy money. Bots can click some ads for up to 300.000 a day depleting and exhausting the budget of advertisers completely.
Google seems to be aware of click fraud as it calls it “rampant” but the company doesn't do anything to stop it. Why? Well, 97% of the income comes from AdWords so it seems that Google is not really interested in detecting and preventing click fraud.
So fake clicks become the main challenge for advertisers who want to generate some traffic. Advertisers learn that their competitors can dive them with the help of google click fraud. In some cases, publishers generate click fraud to earn money. You see, taking into account the money a person may invest in PPC, he/she receives zero click fraud protection.
Tricky Experiment for the Lawsuit
The plaintiff who decided to sue Google pointed to another serious aspect of google click fraud called “click farms.” These are the networks of bots that work in synch to generate huge numbers of clicks.
Google claims that it`s following these bots and catches the majority of them. Well, why then the customers have zero click fraud protection? Moreover, Google claims that advertisers can cope without click fraud software because google click fraud never surpasses 10% of all clicks.
Sigh suggests that Google doesn't want to solve this problem because it benefits from click fraud. Each single click makes the company even richer if the click is made even by a bot and not by a real user. In other words, Google doesn't care about who makes these clicks as long as these click are made. That is why the company managed to earn billions of dollars over the last couple of years.
Singh decided to conduct a real experiment to prove that Google provides customers with zero click fraud protection.The advertiser created two different ads in the same AdWord campaign, one real and one fake, to compare their effects on users.
One ad was a total nonsense a was the following: Welder b-tonis Welders we'll take your left over B-tonis and produce nice designs." Another ad was totally fine and could attract real customers: "Excellent Graphic Designs Local USA Artist Designs Custom Made Wedding Invites."
After some time Sign compared results and revealed that the true ad was clicked for 68 times while the nonsense ad was clicked for 64 times only. As far as you see, the difference was really insignificant. Unfortunately, when Singh filed his lawsuit, he soon learned that he was unable to use his experiment data as the evidence.
The judge said that the evidence of this type wouldn`t be relevant in any court.
Yet the judge gave the plaintiff another opportunity to prove Google click fraud negligence. The judge allowed Singh to determine the number of invalid clicks of advertisers and compare this data to the data of analytics.
What Does Google Say?
That`s not the first process for Google because customers complained about zero click fraud protection before. 10 years ago the company was also sued for click fraud and was forced to pay $90 million. Google decided not to comment the lawsuit altogether and wanted to make less noise.
Google claims that it filters all the clicks automatically and it investigates all the users` complaints. Google says that the company is monitoring systems spot fraudulent clicks automatically and advertisers shouldn't pay for them.
So How to Stop Click Fraud?
There are several methods that can stop click fraud and increase your click fraud protection. Some of them are more reliable others are less reliable.
First and foremost, you can try to stop click fraud by analyzing and tracking your traffic.If you notice weird behavior of the users, such as increasing number of clicks and zero conversion, then you might suspect click fraud. If all or most users have the same IP addresses, then you need more reliable click fraud protection.
Click fraud monitoring tea software is the best and the most effective solution in such a case. It is the most reliable and the least time-consuming method of click fraud protection as well. All is rather simple: to deal with the bots, which are basically a program, you need to have another program, but better.
Sophisticated click fraud monitoring software is what you need in this case. It will trace all weird behavior patterns of your users using effective algorithms. All the suspicious clicks and impressions will be filtered out and checked additionally.
After thorough investigation all bots will be blocked automatically. This is what I call click fraud protection. It will be also possible to utilize various ad restrictions. Once your software will spot a bot it will work as the immune system to protect the whole body from it.