Click fraud hides in mobile because 60% of mobile clicks are accidental.
One of our clients began running a keyword-driven contextual display campaign on a very well-known, reputable platform.
One keyword with a defined daily budget.
Immediately, the campaign used the entire daily budget.
Daily budget was increased 50%, and then it used the entire daily budget again.
Daily budget was increased by 125%.
CTR’s were amazing…over a half percent.
But then everyone said, “I wonder if there’s fraud going on?”
Pulling tagged click data, the client discovered 39% of all those clicks staid on their site for exactly 10 seconds. Exactly.
The lion’s share of those 10 second clicks were mobile.
Smells of botnet.
The client’s normal traffic, however, was mostly computer. Not a lot of mobile traffic…but most of these suspicious clicks were mobile.
The change is made:
Advertiser keeps Computer & Tablet targeting, but shuts down mobile.
When Mobile is Paused from Campaign…
1). CTR drops from 0.51% to 0.14%. A CTR decrease of 3.6x without mobile.
2). Daily spend no longer caps out. Spend decreases 7.2x without mobile.
When data looks too good to be true, it’s not true.
“Botnet fraud lives in two places primarily…mobile and video,” said said Jeff Greenfield, COO of advertising attribution data cloud C3 Metrics. “Mobile because accidental clicks, with a high CTR, can hide click fraud in a big number. Video because the CPM’s are the highest in digital. Fraudsters have the same mentality as the mob…they skim where there’s big numbers.”
P&G’s Marc Pritchard knows where the future of fraud lies,
Evil will not go away, and fraud won’t go away…but you can take steps to measure and remove fraud.