The Fight Against Ad Fraud and Invalid traffic: Overcoming the Barriers to PPC Growth

The challenge for marketers is to proactively prevent fraud instances without stopping real-time traffic. How can they achieve it?

A common scenario for marketers is this: after determining the perfect call to action (CTA), honing in on targeted keywords, and dedicating a large chunk of budget to the platform, their pay-per-click (PPC) campaigns don’t produce the expected levels of return-on-investment (ROI).

It can be incredibly frustrating when campaigns do not meet performance expectations, however these results are not always down to copywriting or your typical targeting issues, many external factors can also lead to diminished returns on ads, including invalid traffic and ad fraud.

According to Statista, the costs related to digital advertising fraud worldwide are expected to reach $100 billion by 2023. The effects of fraud-based losses are especially felt in PPC advertising. PPC ad fraud can cause a knock-on effect on marketing budgets, ROI, and campaign data. Marketers need to put a comprehensive strategy in place that can stop future campaigns from being exposed to bad sources.

The challenge for marketers is to proactively prevent fraud instances without stopping real-time traffic. They need to protect their budgets whilst making sure real ad engagement isn’t caught in the crossfire. By addressing the barriers to growth, marketers can ensure that their PPC advertising campaigns reach their full potential and deliver new value in the future.

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