Understanding and Combatting Click Fraud in Online Advertising: Updated Best Practices for 2024 

Click fraud continues to be a significant challenge in online advertising. One prevalent form involves competitors intentionally clicking on your Pay Per Click (PPC) ads to deplete your budget and deter you from continuing your advertising efforts. With per-click charges often ranging from a few dollars to tens of dollars, it doesn’t take long for your daily budget to be exhausted and your ads to be suspended. 

While platforms like Google Ads and Microsoft Ads offer to refund charges for “suspicious” clicks, consistently fraudulent activity often requires manual intervention to secure refunds. Both platforms provide IP address blocking features, which can help mitigate the impact of click fraud. Understanding how IP address blocking works and its limitations is crucial in effectively addressing this issue. 

How IP Address Blocking Works 

Each device accessing the internet is assigned an IP address, such as 102.205.23.7. This address can either be static (unchanging) or dynamic (changing periodically) depending on your Internet Service Provider (ISP) and network setup. Static IP addresses are common in larger organizations and can be used to identify and block fraudulent clicks. However, users in smaller networks or those using dynamic IP addresses may present different IPs each time they connect. 

For a quick check of your current IP address, you can use websites like WhatIsMyIP. 

Limitations of IP Address Blocking 

Websites, like individual users, also have IP addresses. While some websites have unique IP addresses, many share IPs due to common hosting practices. Larger organizations might have a range of static IP addresses for their operations, making it feasible to block their IP addresses in your advertising accounts. 

However, in many cases, such as with companies that use third-party hosting providers (e.g., WP Engine for Market Vantage), the IP address used for hosting might differ from the IP address employees use for browsing. Therefore, blocking a website’s hosting IP won’t always prevent employees from seeing your ads if they use a different IP for general web browsing. 

Determining the network IP address of a company is not straightforward. Tools like Network Solutions’ WHOIS can provide the IP address of a website, but finding the IP addresses used by company employees involves more effort. IP addresses can be found in email headers or through web server logs if a user clicks on your ad, but users may still change their IP addresses frequently if they use public Wi-Fi or VPNs. 

Best Practices for Managing Click Fraud in 2024 

1. Utilize Advanced Click Fraud Detection Tools: 

• Use tools like ClickGUARD or other advanced click fraud detection solutions to monitor and analyze traffic patterns. These tools can provide detailed insights into click behavior and identify patterns indicative of fraudulent activity. 

• Ensure that your chosen tool integrates seamlessly with your Google Ads or Microsoft Ads accounts for efficient management. 

2. Leverage Google Ads and Microsoft Ads Features: 

• Both platforms have updated their fraud detection mechanisms. Google Ads now offers enhanced automated protections against invalid traffic and provides more granular controls for managing suspicious activity. 

• Regularly review the reports and settings in your advertising accounts to stay updated on any new features or improvements related to click fraud protection. 

3. Implement IP Address Exclusion Wisely: 

• While IP address blocking can be a useful tool, it should be part of a broader strategy. Regularly update your IP exclusion lists based on the latest data from your fraud detection tools. 

• Consider combining IP address blocking with other fraud prevention measures, such as geographic and behavioral targeting, to further reduce the risk of fraudulent clicks. 

4. Work Closely with Platform Support: 

• If you detect repeated fraudulent clicks, promptly report these incidents to Google Ads or Microsoft Ads support teams. Provide them with detailed data from your click fraud detection tools to facilitate faster and more accurate refunds. 

• Regularly communicate with your account representative to ensure you’re leveraging all available protections and to stay informed about any new features or updates. 

5. Educate Your Team: 

• Ensure that your marketing and advertising teams are aware of the latest best practices for managing click fraud. Regular training and updates can help them recognize and respond to potential threats more effectively. 

By implementing these updated best practices, you can better safeguard your advertising budget from click fraud and ensure that your PPC campaigns are reaching genuine prospects rather than competitors.