Peter Rawlinson, CMO
The ever-increasing competition among online businesses has widened the scope of pay-per-click ads to drive more traffic to websites. Simultaneously, there is a growing precedent of click fraud and other illegitimate clicks on PPC. Click fraud has seen a significant rise in the past year across all types of ad formats, with display ads accounting for about 36 percent of all the clicks being fraudulent. This was followed by connected TV (CTV) ads with about 17 percent fraudulent clicks and search ads with 11 percent click fraud
. This increase in fraudulent clicks has caused a substantial financial blow to advertisers’ budgets, and as such, there is now a growing need for a holistic solution that will help detect and prevent inadvertent or illegitimate clicks on ads.
Offering a smarter and more reliable click fraud detection and prevention solution is PPC Protect. The company has broken away from the traditional methodology of fraud prevention to an advanced way of protecting digital marketing campaigns. It employs award-winning fraud detection algorithms and AI to safeguard Google Ad spend and data from fraudulent clicks. “Our platform is ever-evolving, utilizing algorithms that deliver high-end detection and protection for PPC ads. This not only saves ad spend, but it also ensures campaigns are shaped by genuine interest, not inadvertent or fraudulent traffic” states Peter Rawlinson, the CMO at PPC Protect.
Going beyond the method of IP frequency blocking and sampling using outdated third-party blacklists, PPC Protect has taken on a proactive approach offering real-time protection to clients against inadvertent clicks and fraudulent attacks, while allowing genuine traffic through. It has revolutionized the way PPC ad traffic is analyzed and traffic sources blocked if needed. Over the past 5 years, the company has detected about 250 patterns of inadvertent and malicious activities using its technology and ML algorithms. This has helped PPC Protect to go beyond manual fraud detection processes to an AI-based approach. Their software continuously learns about which behaviors are fraudulent or inadvertent and provides positive results to clients by blocking invalid clicks whilst still allowing valid ones.“The malicious actors out there are continually improving their methods, and so must we.
As a company, we’re not just about click fraud prevention. We’re using our intelligence around illegitimate traffic to make digital campaigns more effective, and the advertising platform more transparent
That’s why we’ve taken an enterprise-grade automated approach that focuses on delivering highly scalable and secure solutions to our clients,” adds Rawlinson.
PPC Protect’s platform analyzes hundreds of unique parameters to ensure the blocking of fraudulent traffic without incurring false positives. It has also implemented an effective automatic traffic blocking system that provides hourly blacklist reports with cybersecurity-driven, real-time analysis. This helps determine when the click fraud occurs and blocks the fraudulent source from viewing clients’ ads again, thus completely removing them from the lead funnel. Additionally, PPC Protect allows customers to easily add multiple domains in their admin dashboard to offer added security for several channels. The cutting-edge click fraud prevention solution is driven by cybersecurity principles and uses AI to detect sophisticated threat behaviors and adapt to trends and changing market environments. The company also offers a high degree of versatility in protecting against all forms of click fraud, including search, display, shopping, and video ads. PPC Protect’s leading technology can help monitor ads, analyze each click, and use the information from millions of clicks to identify whether it is legitimate or not.
What truly differentiates the company is the simplicity with which its platform can be integrated with Google Ads. Clients can quickly enter the Integration section of their dashboards, copy/paste a specific tracking template, and get up and running within a few minutes. Initially, the company conducts a 14-day Traffic Audit to monitor the clicks to their customers’ ads. Leveraging its ML and AI capabilities, the company classifies the clicks as either valid, invalid, or suspicious, along with the information regarding the approximate ad spend and amount saved. If any click is deemed illegitimate, the platform immediately blacklists that particular user and ranks the click in its Click Threat Level detection that records all IPs that are most likely to commit fraud.
With a stronghold in preventing invalid ad clicks, PPC Protect aims to use the information about invalid behavior to help optimize digital marketing campaigns by ensuring all activities downstream from the first click are clean and optimal. “As a company, we’re not just about click fraud prevention. We’re using our intelligence around illegitimate traffic to make digital campaigns more effective, and the advertising platform more transparent,” concludes Rawlinson.