The nonvalid clicks
are those that Google Adwords considers that they have been realised of illegal form and to the detriment of the advertiser.
Some of the scenes that Google considers as fraudulent clicks are the following:
- Fraudulent clicks. Are clicks realised by users of repeated form whom they have as objective unnecessarily to increase the cost in publicity of the advertisers.
- The robots Without a doubt, most pernicious. Are clicks realised in the announcements, by robots and other types of software, with the intention of generating a high advertising cost in the accounts of Google Adwords.
- Involuntary. These clicks are realised unvoluntarily in a short space of time, as the second click or double click.
How to detect the nonvalid clicks?
The best form to detect nonvalid clicks or fraudulent clicks is from the own account of Google ADS.
The first indication that we are being victims of an action detrimental for our announcements is the metric one of located nonvalid Click concerning campaign in the own account of Google ADS.
This metric one we can form it so that he is visible in the chronological graph of the panel of Adwords or as column in the listing inferior to be able conjuuntamente to observe it with the clicks, the impressions and the CTR (click-through).
Of this presentation in the screen or some indications can be extracted
that will help us to understand if we are undergoing an attack in our announcements or if, on the contrary, the nonvalid clicks are the reasonable ones within the natural interaction of the users with the announcements.
Arrived at this point, the first data that we can find in the graph is a sudden increase of the nonvalid clicks
, which can alert to us that something anomalous is happening
. In the same way, in the listing we can see the number of nonvalid clicks and can value if this data is normal for the period of time that we are analyzing.
The other data that can alert to us is the CTR,
that probably he is too low; what in addition it will be affecting negatively to the yield of the campaign, lowering its quality level. In this way, surely we will be paying the most expensive clicks of the account.
The fact that Google is annulling the nonvalid clicks among all the volume of received clicks will be producing that the relation between click and impressions, osseous the CTR, descends.
And if we consider that the CTR is not one of the main values that Google ADS considers to calculate the quality level
of the campaign, will be benefitting us too much this aspect either.
It protects your account of Google Ads from 30¬ to the month
On the other hand, also we can segment the traffic google/cpc
in our account of Google Analitycs
to identify patrons who can reveal this type of behaviors:
- Clicks originated from a same location and a same network or supplier of Internet.
- Accesses from the campaigns of announcements that do not identify to the users by sex or age.
- Users whose navigator reveals a language different from the one from the configuration of the campaign in Adwords.
- Unusual fall of the seen number of page.
- Increase of the rate by ricochet during the analyzed period.
And finally, the fall of the conversions
can be another one of the alarm symptoms: Having clicks, good or bad, we did not generate conversions or contacts in our webpage
. Nobody calls to us, nor nobody sends no email to us. Adwords does not produce the awaited sales and, nevertheless, we must to Google an important invoice to him in publicity.
However, in this last aspect other factors can take part
as for example: a bad configuration of the campaign, an erroneous commercial exposition, webpages nonoptimized for the conversion, a bad usability or, even. a product or noncompetitive service.
Who produce the nonvalid clicks?
In the majority of the cases are carried out actions by our own competitors
, who dedicate themselves to click or to puncture in our announcements with the intention of producing the greater possible damage.
Many companies exist that daily protocolise these actions to their employees, who have the daily mission search in Google the announcements of their competition and to make the maximum number click possible to end the daily budget of their campaigns.
Of this form, many of the advertisers remain without budget in the first hours of the day
, leaving frees all the advertising space to clickers.
If this scene we extrapolated it to sectors where the clicks are pleased 4¬ or 5¬, it is easy to end in just a short time a budget of 100¬ to the day that is going away to turn, without remission, in 0 contacts for our business online.
| The punished sectors more: Technical services, installation of air conditioning, installation of boilers, services 24 hours.
He is this legal one?
Apparently, the advertising platform of Google has protection systems that examine the interactions that are realised in the announcements, trying to identify by means of landlords malicious behaviors, fraudulent clicks, involuntary clicks or duplicated clicks, with the intention of isolating and excluding you are potentially nonvalid interactions, before they even are in the information.
Although as you can see in the previous graph Google he was not able to inhibit more than 300 nonvalid clicks in a short period of time. However, to the being detected by the systems of monitoring Nature Digitalis, yes they were blocked, excluded, denounced and demanded Google, cutting the root problem.
The question that we could do to us now is: Really it interests to him to Google to block all the users who produce potentially fraudulent clicks?
What Google with the nonvalid clicks does?
When Google detects malicious landlords of behavior in the clicks of the announcements these nonvalid clicks describe
them as and reimburse their cost to the advertiser.
But this does not happen always and either in real time. Google must analyze all the received clicks, process them and come to the reimbursement of the budget that considers that it has been received illegally.
During this process, that can take to hours or days, our budget will have fallen irremediably,
leaving our daily credit to 0 and our announcements without publishing itself. Meanwhile, the announcements of the competitors will bid up alone to a smaller price until the next day in which it will return to happen the same exactly.
In some Webs, not in the documentation published by Google on the matter, one says that the reimbursement of all the clicks takes place in real time. And this is not certain. If we consider that Google must establish landlords that identify the illicit activity to describe the clicks as nonvalid and to carry out the reimbursement. It is impossible that tdo the process happens in real time.
It is more, if we phelp attention to the invoicing liquidations we can find that Google reimburses clicks that were acquired illegally detected in previous periods of invoicing.
For which Google cannot identify all the invalid clicks?
They exist technical very sophisticated that finishes camouflaging itself before the systems of supervision of Google. Most common robots use them that emulate the human behavior using different local navigators IPs and reproducing click from the territory for which a campaign is formed, using for it public PROXYs, VPNs (Virtual Networks Prevails to you), dynamic networks WiFi, IPs in different ranks, etc.
These robots sail the pages doing scrolls, simulated clicks and remaining some seconds in the webpages with the intention of by ricochet emulating rates within the natural stockings of real users.
And the worse thing of everything is than these services can be contracted easily; they are legal. Internet offers them as if it was a white market and transparency of digital arms.
Exist more fraudulent do clicks aside from which Google detects?
Throughout the article we are speaking of nonvalid clicks and making reference to those clicks detected by Google; but there is more:
- We can detect clicks realised from locations that are outside our configuration of campaign. For example, we can observe clicks realised from other countries when our campaign is formed to send itself only in Madrid.
- We can observe 3 or 4 clicks realised by the same user in an interval of 3 minutes.
- We can analyze clicks realised by the same user, every day to different hours.
It is probable that this type of behavior is not described by Google as nonvalid clicks, however, we could interpret that these users would be demonstrating more interest to generate advertising cost that to contact with our company.
By this, following the sector and the type of webpage, we will have to make a correct interpretation of this type of behaviors.
How we can protect our account of Google ADS?
The solution is not simple since Google does not offer too many tools to us for the identification of the users nor allows to create rules for its blockade.
The first solution would happen to create a strategy of Remarketing Negativo (RSLA) that would consist of assigning a hearing in Google Analitycs, on the basis of a segment of users who we consider toxics, and with a lapsing of the cookies of 30 days. For example:
- Users appellants.
- That they have acceded to the Web from a CPC campaign.
- That they have seen less than 2 pages by session.
With this rule we will be identifying to a set of users with low interest in the content of our Web who, nevertheless, are acceding from the campaigns of Google ADS and that have not contacted to us. Then Why to insist on showing our announcements constantly to them?
Once identified the hearing, we would concern it to Google Adwords and we would exclude it from the campaigns. The disadvantage is that Google will take some days in reuniting the indispensable minimum of users (1000 active users in 30 days for campaigns search) to apply this hearing as an exclusion segment. By then, our account can have undergone an important economic damage.
The procedure is the same that if we created a hearing to do remarketing, only that in this occasion we will use it to exclude it from the campaign.
This negative type of strategies of remarketing we can combine them with remarketing with Display
, so that we can recapture users really interested and that they were excluded from the campaign search, but with the very many click more cheap. These strategies of remarketing can also be extended to the social networks as Facebook and Instagram.Another solution
is to identify the IPs of the networking of the users or MAC of the devices with which they click. This information facilitates it nowhere Google. It is a more technical solution for the one than we will need to install tools that help us to reveal these data or to accede to log of the Web server where we could obtain data on the matter.
Once obtained and analyzed this data, and being sure that those data correspond to a fraudulent activity, we will be able to block them in Google ADS with the functionality that Google makes our available (maximum 500 IPs or directions MAC).However, it is necessary to have much taken care of in these actions since we could block IPs or ranks of IPs of legitimate users.Finally, the most effective
, fast and profitable solution
will be the one to count on a service of supervision of fraudulent click realised by a specialized company; since precise of knowledge and experience in SEM optimization to diminish the impact of these actions.
In addition, other rules of protection of your campaign of Adwords beyond the clicks will be able to be implemented that Google considers as nonvalid.