The new Ad Traffic Quality Resource Center is designed to help AdWords advertisers report and avoid bad clicks—but more importantly, it’s for Google to communicate about click fraud with advertisers and reassure them.
Google illustrates click fraud for their advertisers, stating that they automatically compensate for virtually all click fraud by using a click fraud rate that they know is too high. By creating “false positives” in click fraud, Google ensures that their advertisers aren’t overcharged. Google refers to this as “proactively detecting” click fraud, and states that on average 10% of all clicks are invalid clicks which fall into this category:
Our filters are particularly apt at detecting invalid clicks due to their flexibility. Rather than ignoring a fixed percentage of clicks, they react to various traffic patterns and indications of click fraud attacks. Real-time monitoring and filtering means our invalid click rate is constantly fluctuating. On average, invalid clicks account for less than 10% of all clicks. At our current revenue run rate, the number of clicks we filter and therefore do not charge our advertisers for is potentially worth hundreds of millions of dollars.
It’s admirable that Google takes on this burden for tracking and defending against click fraud—even assuming some of the risk—but perhaps even more important in the Ad Traffic Quality Resource Center is an easy way to request an invalid click investigation from their Contact Us page.