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Data Recovery > Protecting Against Click Fraud

Protecting Against Click Fraud

Posted on Tuesday, 27 July 2010 02:14PM by Team DRC

How can DRC member companies advertising using PPC protect themselves against click fraud ?

In truth this is a very difficult subject, and some will have developed a number of similar strategies to the ones below after realising that PPC fraud was a costly part of a marketing budget..

Having spent the last few years identifing a number of data recovery companies IP adresses it became apparent that some directors were actively clicking for up to 20 minutes per day attempting to destroy the advertising budgets of their competitors, not just bitter rivals, but sometimes those thought to be collegues, others were far more organised and farmed out the work to others.

Some of these rogues were clueless to the fact that even their own company names are referenced in their ADSL account associated so even on a dynamic IP they were not masked.

Others were identified by checking their ip address against email enquiries to them. Since some are IPDRA members the concern is growing as to how the association will ensure that its members are correctly vetted.

Others were much more sly and found ways to evade IP tracking but luckily their behaviour over time is a giveaway and with sufficient data to analyse it becomes possible to claim refunds from the PPC provider and make it easier to negate the effect of future attacks.

Some of the PPC click fraudsters will attempt to use proxy servers but it still comes down to patterns of behaviour and after 3 years of monitoring you can soon spot a new development and flag it as suspicious.

One of the of the ways to protect against an PPC attack is to track IP's visiting your website and looking for patterns of behaviour .

14:16 27-Jul-10	86.178.62.136	www.datarecoverycompanies.co.uk/category	www.google.co.uk/search?q=xytro
14:16 27-Jul-10	86.178.62.136	www.datarecoverycompanies.co.uk/category	www.google.co.uk/search?q=xytron
14:14 27-Jul-10	86.178.62.136	www.datarecoverycompanies.co.uk/item.do?	www.google.co.uk/search?q=xytron
14:13 27-Jul-10	86.178.62.136	www.datarecoverycompanies.co.uk/item.do?	www.google.co.uk/search?q=xytron

If a particular search occurs on a regular basis for the same IP it could be that this is not a visitor who has stumbled on your website after doing a search in google.

Selective IP blocking in the PPC account would only be appropriate if the referring link comes from your PPC advertising and appears to be abused on a regular basis.

This can then help allievate the nuisance factor but nonetheless still requires some investigation.

Just as a computer forensics analyst will be able to show patterns of behaviour, with sufficient data it is possible to reveal a lot about the traffic visiting a website.

Whilst I am not accussing this IP address of any wrong doing it does show the emerging patterns of behaviour that can be tracked by a website and by cross referencing with other data on other sites a decision on whether to block an IP within the PPC account can be made.
This does take some management and on occassions it can take several months to secure substantilal refunds from google if an abuse is identified, if the PPC provider has failed to detect the click fraud through its own PPC click quality monitoring system, having the evidence to prove the activity is of value but as an exercise the ROI is debateable.. but it is fun!.

27/07/2010 14:56	86.178.62.136	Google.co.uk	data recovery
27/07/2010 14:16	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:16	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:16	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:16	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:14	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:14	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:13	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:13	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 14:01	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:56	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:56	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:44	86.178.62.136	Google.co.uk	data recovery scam
27/07/2010 13:44	86.178.62.136	Google.co.uk	data recovery scam
27/07/2010 13:41	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:41	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:30	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 13:30	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 12:11	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 12:11	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 11:42	86.178.62.136	Google.co.uk	abc data recovery complaint
27/07/2010 11:42	86.178.62.136	Google.co.uk	abc data recovery complaint
27/07/2010 09:28	86.178.62.136	Google.co.uk	xytron data recovery
27/07/2010 09:28	86.178.62.136	Google.co.uk	xytron data recovery

Following the posting of this news item the IP Address then changes using a proxy server but the behaviour is still evident

27/07/2010 17:55	87.117.199.132	www.google.co.uk/search?q=xytron+data+re...
27/07/2010 17:52	87.117.199.132	www.datarecoverycompanies.co.uk/protecti...
27/07/2010 17:52	87.117.199.132	www.datarecoverycompanies.co.uk/protecti...
27/07/2010 17:51	87.117.199.132	www.datarecoverycompanies.co.uk/protecti...
27/07/2010 17:50	87.117.199.132	www.datarecoverycompanies.co.uk/protecti...
27/07/2010 17:49	87.117.199.132	www.datarecoverycompanies.co.uk/
27/07/2010 17:49	87.117.199.132	proxify tracking removed

It is important to remember that this is just a basic view of the situation, it takes a dedicated team of analysts to work out the optimum use of PPC and natural listing SEO and how to manage click fraud so that its impact on a business is minimised.

The DRC Directory will be further developed to help all data recovery companies attract more enquiries and show the rogues of the industry that their bullying tactics are monitored and in the long run are just a waste of effort.

For latest news in the Data Recovery Industry Click the "News" Icon To Advertise Click "Advertise With Us"

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