However, within that, there is a huge variation of fraudulent ad clicks depending on the industry. Our 2020 research paper found that the average rate of click fraud across the campaigns we protect here at ClickCease is 14%. But is click fraud really that big a problem? However, where click fraud can simply be accidental or malicious for example rivals aiming to deplete your marketing budget ad fraud is usually intended to line the pockets of the fraudster.
Often when referring to click fraud, people use the term ad fraud interchangeably. Ad fraud is usually used to fraudulently inflate the pay out for websites publishers, mobile app developers, or on social posts or videos. The practice of ad fraud is an organised form of click fraud. But this same technique can also be used for criminal gain, with millions of dollars at stake for enterprising gangs who know how to make click fraud pay using complex technological solutions and malware. In fact, the issue of click farms is widely reported, with many of them selling their services to inflate likes and followers on social media. But suffice to say, there is a huge industry that has spawned around defrauding programmatic ads and advertisers.įrom paid-to-click apps, to click farms, generating large volumes of fake clicks is easier than ever. We will look more in-depth at the sources and motives for click fraud later in this article.
This can be to deplete the advertisers marketing budget, damage the performance or reach of the ad, or even to steal the cost of that click for yourself (a practice known as ad fraud). What is click fraud?Ĭlick fraud is the act of clicking on a paid link, such as display ad or sponsored search result, with malicious or vindictive intent. And click fraud has now come to be the most costly form of fraud committed each year surpassing credit card fraud. With this huge volume of traffic, and money, comes an obvious target for fraud.
Add in the fact that there are 5 billion searches on Google every day, and you’ll understand how big a deal pay per click advertising is. With over 4 billion people in the world connected to the internet on a daily basis, and nearly 2 billion of those buying something online each year, a well targeted PPC campaign is the difference between sinking and swimming. Everyone from small businesses to global corporations can take advantage of the access to a huge market online. Click Fraud: What Is It & Why Does It Matter?ĭigital marketing, and pay per click in particular, have become the go to methods of advertising for most businesses.
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