Memory a long time ago a client with that we worked in his campaigns of Google Ads spoke to us almost every day to tell us that its competition was giving click in its announcements and that it did not know what to do on the matter.
Although this case would seem paranoia, really yes exist this type of click to which Google defines as invalid clicks.
And in this occasion I will explain as solving it to you without dying in the attempt. ð
But before initiating, first it is necessary to really define what is an invalid click.
Table of contents
- What are the fraudulent clicks or invalid clicks?
- What Google makes to protect the advertisers of the invalid clicks?
- How I can see the invalid clicks within Google Ads?
- How can you avoid the invalid clicks manually?
What are the fraudulent clicks or invalid clicks?
In summary, we can say that the invalid clicks are click manuals of people or clicks automated by software that has the objective to consume the budget of the advertiser and who generates a cost without results for the company.
Google defines the invalid clicks of the following ways:
- Click manuals to increase advertising costs of the competition
- Originating clicks of deceptive software tools or automated robots.
- Click that does not add value some to the advertiser as them doubles click
What Google makes to protect the advertisers of the invalid clicks?
You will be able to think that to Google it does not concern much to him that your you receive very many clicks in your announcements that do not generate results to you truth?
Nevertheless, Google knows that if you, as advertiser, are investing in Google Ads and your campaigns they are not generating a positive return of investment, sooner or later you will decide to stop investing you don't create?
It is why Google makes certain actions to protect the advertisers of these fraudulent clicks that to many clear the dream to them.
Google has a specialized equipment that it has as main objective to detect and to solve this type of behaviors in favor of the advertisers and through their technologies integrated within Google Ads, cradles in machine learning, it can identify which are the clicks that have nonvalid landlords or behaviors.
That is to say, Google can be given account if 20 clicks in your announcements on the part of the same user (or of the same direction IP) exist within a pair of hours. It would be rare that a real user gave so many clicks in an announcement in so just a short time you do not create?
When Google manages to detect this type of behaviors, it automatically filters them in the information and in the payment section and what happens later it is that there is an advantage or credit of that cost and they really do not receive you by those clicks.
How I can see the invalid clicks within Google Ads?
We can see the number of invalid clicks that have identified Google within the platform of Google adding the metric clicks nonvalid and percentage of clicks nonvalid from the section To modify Columns
Once we have added these two metric ones we will be able to see them of the following way in our campaigns:
As you can see in the image, 252 clicks have been generated in the first campaign and Google has identified 14 nonvalid clicks that they represent the 5,26% of the clicks. These clicks will not be received in the campaigns. They will be omitted or a credit in favor of the advertiser as nonvalid Activity will be generated that it is possible to be seen from the section of Invoicing in the section of Adjustments:
It is important to mention that it is possible to see sudden changes in the number of click of your campaigns from a day another one but that does not mean that necessarily is due to invalid clicks. It is possible that some important season or some natural fluctuation in the searches exists that can increase the number of click.
Now that already we know how Google protects to us, is good for knowing that not always Google will manage to detect all the invalid clicks and for that we can conduct certain battles manuals to avoid these fraudulent clicks.
How can you avoid the invalid clicks manually?
If still you think that you are receiving invalid clicks or fraudulent you can conduct certain battles to mitigate this problem. It remembers that this process can take time and the solution from this problem, in case you have it, is not solved from a day to another one.
To assure to you to have a campaign in Google well optimized Ads does not serve exclusively to avoid invalid clicks but also to generate a positive return investment of your campaigns.
Often, when we little have optimized campaigns, the announcements activate little in excellent searches that can generate click that seemed that they have fraudulent behaviors.
It is why he is recommendable, in the majority of the cases, of not using agreements of ample key words and also to use negative key words to assure you that your announcements are being only your potential clients.
It uses remarketing negative
Remarketing is a quite effective strategy to show announcements users who have visited your website previously. But in this case, we will apply it to inverse, as remarketing the negative one.
What we must do is to create a hearing of remarketing and to exclude it from our campaigns in the network search. With this, those users who have visited our website, and return to realise searches that activate our keywords will not be able to see our announcements (and to give click in them either)
You can exclude all the visitors who it is a hearing that is created automatically or to create a new hearing from zero.
The disadvantage of this strategy is that it is possible that you are losing opportunities to show announcements users who need several visits to make a decision from purchase your product or service. If your business is of a sector where the recurrence is low or the decision making does not take long time as they are it the changes, locksmith shops or repairs, then you would not have to worry as much to apply this strategy.
Although one better option is to tie Google Analytics with your account of Google Ads and to qualify the automatic labelling to make an analysis more precise of the visits and thus to exclude certain segments as hearings from remarketing.
For example, you can create a hearing of remarketing for those users with sessions with bounce (that is to say, that enter the site and leave if to conduct no battle) or to create a hearing of those users who less than spend 5 seconds in your website. Soon you will be able to exclude this hearing in your campaigns since they have more probabilities of being usuary with fraudulent clicks or invalid and thus you avoid to exclude users who have good behavior in your website.
In order to be able to apply this it is necessary that you tie Google Analytics with Google Ads and that you create hearings as segments from the platform of Google Analytics.
Exclusion of IPs
This is one of the most popular forms to avoid the invalid clicks but it can take time enough you since constantly you will have to analyze the behavior of the users and to be adding IPs of periodic way.
Those originating users of IPs who have many visits in short periods of time could be apt to add them to this list.
In the section of Configuration > Exclusions of directions IP you will be able to add this listing:
The question that to perhaps arises you is how to obtain those directions IP if the same Google Ads or Google Analytics does not offer those data?
Here some options:
- You can use services of chat as Zendesk chat that detect the IPs of the users. There you will be able to analyze those visit that they are quite frequent but that they do not realise interactions.
- Software specialized for the detection of fraudulent or invalid clicks as ClickCease or Improvely.
- To use other services of analytical Web as Stats Counter to analyze IPs (you can see a video of Albeiro Ochoa of how here to implement it)
- To enter to cPanel of your service of lodging Web and to make an analysis of the IPs that arrived at your website.
Something important on this strategy, is that many dynamic Internet service providers use IPs and is why it is important to make a constant monitoring.
To request a revision to him manual to the equipment of Google
If you think that you have tried everything and still you consider that you are receiving invalid clicks then you can contact to the equipment of Google so that it makes a revision manual of your campaigns.
First that I recommend to you to do it is to use the section of solution of problems of nonvalid clicks where you will be able to select your precise case and to find answers and very valuable information on the subject.
Here I leave the connection you: https://support.google.com/google-ads/troubleshooter/2557048
If you want to go a step further on then you can fill the form so that the specialized equipment of Google analyzes your precise case.
This it is the connection for the form: https://support.google.com/google-ads/contact/click_quality
In order to fill this form you need specific data the behavior that you have had, as well as all the possible evidence that it helps Google to conclude that is an activity of nonvalid clicks.
Before trying to make contact manual with the equipment of Google, I at least recommend to you to have proven some of the previous strategies (if she is not that all) since probably in the call they will ask to you that you do it.
Also I recommend to you to be insistent, and to show to you safe that what you are receiving in your campaigns is a suspicious activity of click, so that they come faster to make the analysis manual.
It remembers that it is part of the game
Finally, I want that you remember that the subject of invalid or fraudulent clicks is part of the game. And that normally is plus the paranoia of which our competition is to the slope of us and giving click in our announcements that what it really is. (You are not so important jeje)
So focus to you in having good strategies in your campaigns and making a constant optimization to obtain a good return of investment of your campaigns of Google Ads. For that, you can initiate with our gratuitous class online of Google Ads giving click here.
I hope that you it has been of utility this article.