Fighting fake traffic on ads is crucial for businesses to ensure they are getting accurate data and not wasting their advertising budget.
Here are some top tools and methods to stop fake traffic on ads. This is based on over 20 years of paid search management for clients of ExtraDigital.
- Google Analytics and Google Ads Filters: Use Google Analytics and Google Ads filters to exclude known bots and spiders from your data. Google Analytics offers bot filtering settings that can help eliminate some of the fake traffic.
- Ad Fraud Detection Tools: Invest in ad fraud detection tools such as HUMAN (formerly White Ops), DoubleVerify, or IAS (Integral Ad Science). These tools use advanced algorithms and machine learning to detect and prevent ad fraud, including fake traffic.
- Traffic Quality Analysis Tools: Tools like ClickCease and Improvely analyze traffic quality and help in identifying patterns that indicate fraudulent activities. They can automatically block suspicious IPs and click patterns.
- Bot Detection Tools: Implement bot detection tools like Distil Networks and PerimeterX, which can identify and block malicious bots in real-time. These tools use behavioural analysis and machine learning algorithms to distinguish between human and bot traffic.
- IP Address Filtering: Regularly monitor your traffic and filter out suspicious IP addresses. If you notice a pattern of fake traffic coming from specific IPs, block them at the server level.
- Use CAPTCHA: Implement CAPTCHA tests in your online forms and interactions to ensure that real humans are engaging with your content. This can help prevent automated bots from generating fake clicks.
- Ad Fraud Reporting and Collaboration: Collaborate with industry groups and organizations like the Interactive Advertising Bureau (IAB) to stay updated on ad fraud trends. Report any suspicious activities to these organizations, so they can take collective action against fraudsters.
- Regularly Monitor Traffic Patterns: Keep a close eye on your website traffic patterns. Sudden spikes or unusual patterns could indicate bot activity. Investigate any significant deviations from your normal traffic patterns.
- Educate Your Team: Educate your marketing and advertising teams about the signs of ad fraud. Training your team to recognize fake traffic patterns can help in early detection and prevention.
Remember that no solution is foolproof, but a combination of these tools and best practices can significantly reduce the impact of fake traffic on your online ads. Stay proactive and continuously monitor your traffic to adapt to new threats as they emerge.