Years ago, PPC advertisers were very worried about click fraud. Now that concern has shifted to close variants. The core of the problem is that Google forces advertisers to serve ads not just on exact search matches, but on close variants. These close variants have lower conversion rates. This costs advertisers money. When click fraud was the primary threat, third party software developed to combat it. The same thing is happening today, as programs such as N-grams, Optmyzr and Brainlabs can serve to filter out irrelevant close variants.
Key Takeaways:
- Click fraud involves intentionally clicking on paid search ads to increase advertiser costs or drive revenues
- Click fraud is not much of a problem now as Click Fraud Protection programs have been developed to detect invalid clicks.
- The new issue is “close variant” search results. This type of result results in decreased revenue, essentially making it the new click fraud.
“Advertisers should be doing this anyway – search query report review should be an integral part of managing any PPC campaign.”
Read more: https://www.searchenginejournal.com/close-variants-click-fraud/358042/
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