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Google Shopping PPC Fraud

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

We have been dealing with PPC fraud in google shopping at an exceedingly high rate.  It has become obvious that these are not genuine clicks and they always seem to be of our most expensive clicks.  We have used click-fraud software and services but it is still present.  We have extensive negative keyword lists that have reached their max, forcing us to build out more ad groups and campaigns to accommodate more negatives.  Our IP blacklists are also maxed out and are re-prioritized constantly to block the highest and most recent threats.  Does anyone have any suggestions?  Anything that has really worked?

2 Expert replyverified_user

Re: Google Shopping PPC Fraud

Top Contributor
# 2
Top Contributor
Hi Sean,

if it is click fraud, sounds like you are doing everything possible without missing out on genuine clicks.

If you can identify characteristics of where the fraud is coming from, you can stop ads appearing by:

time of day
location
device (almost always click fraud is from mobile)

Re: Google Shopping PPC Fraud

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks for the reply.

We can't lock into a specific or even general time of day.

We also haven't been able to narrow down location.

We're concerned with limiting mobile, as it is growing fast and we don't
want to exclude genuine clicks.

It is almost certainly fraud. This behavior along with search queries and
cost at this frequency don't add up to normal click behavior. We have
often tried to duplicate these searches as well with no luck.

As an example, search term "5ot" generates 6 clicks in one day at $150 usd
total. "T" generates 2 clicks at $27/click on the same day. This is just
a small segment. We see behavior like this almost daily.

Thanks again for your response.

Re: Google Shopping PPC Fraud

Top Contributor
# 4
Top Contributor
From reading your replies, one thing I notice is that you seem to be targeting very broad causing the main issues.
Maybe consider not using broad match or broad modifier on all keywords and start using a more exact match.

Why do you have an ad triggering the letter t? Makes no sense at all. Even 5ot, don't know if this is relevant to your business.
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Re: Google Shopping PPC Fraud

Top Contributor
# 5
Top Contributor
Also if you don't like paying $25 per click, reduce your bid or don't use an automated bidding strategy.

Re: Google Shopping PPC Fraud

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thanks for your reply.

Not using an auto bid strategy.

Bid limits are set high for specific targeting placement on high converting
terms.

The issue for us is that, even as extensive our negative keyword lists are,
there are so many more variations of words, terms, misspellings, etc. Not
to mention, the volume of exclusions allowed is limited.

Just looking for advice from anyone who has used any services, techniques,
software or anything else to help mitigate these issues.

Thanks

Re: Google Shopping PPC Fraud

Top Contributor
# 7
Top Contributor
My previous message is incorrect as it was based of text ads, apologies.

Try using priorities to only allow specific search terms to be triggered. You can do this by following the documentation here: https://support.google.com/google-ads/answer/6275296

So the high priority campaign add negative keywords and add a low bid. like 0.10
The medium campaign will then show all search terms that are negative match from the high priority campaign then here add a higher bid.
You can go 1 step further and have alow priority campaign for branded terms. Simply add them as negatives in the high and medium.

Hope this helps.
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Re: Google Shopping PPC Fraud

[ Edited ]
Top Contributor
# 8
Top Contributor

There are 3rd party services to combat click fraud, but all they can do is give you IP address to add to AdWords, which you appear to be doing already.

Normally it is worthwhile to keep adding negatives, if each one added could save you $25+. Additionally, as most account managers seem to hate adding negatives, this will give you an advantage over competitors who do not.

 

Also, look for something in your title, description or landing page that might be triggering ads showing for these irrelevant search terms.