Advertisment

---

AdSense Specials

AdSense: Invalid traffic

First, the publisher's ad hoc view:

• Making corrections for invalid clicks is taking away something I have already earned.
• I am being accused of cheating by clicking on my site's ads.
• The threat of suspension of my AdSense account is a financial threat
• The invalid traffic policy is unfair because it's not my fault.

All these points have a valid core, but they only see one level. I will paint a more complete picture later. But for now, let's start with the core of the problem.

What is invalid traffic?

There are many detailed articles in theAdSense Help Center about the causes and effects of invalid clicks. So here is just an overview.

Own clicks

This is one of the most important rules for AdSense publishers: Never click on ads on your site! Even if you're interested, even if you're testing something, don't click on your site's ads. The reason is obvious: clicking on an ad calls up an ad that is normally paid for by the advertiser. Even if you don't receive any more commission, the whole system is at risk.

Technical errors

Sometimes there are technical bugs. For example (there was a bug with iPhones) if a vignette ad cannot be closed, or if several clicks are registered instead of one. This is usually fixed relatively quickly.

Bots

It is possible for bots to be used to commit click fraud by automatically clicking on ads to generate sales.

Website design and navigation

Sometimes invalid clicks are the result of poor website design:

• Ads placed near navigation elements that may be confused with them.
• Ads placed near download elements
• Ads that cannot be distinguished from the content of the page by labelling and visual elements

Misclicks

Misclicks can also be caused by technical issues. If a website is very slow, the structure of the page can be delayed and change suddenly. Misclicks by users who then leave the ad page directly are also counted as invalid clicks and corrected if necessary. Also included are 'malicious' multiple clicks, for example by people who want to harm you or the advertiser.

---

---

What does Google AdSense do about invalid clicks?

As you can see from the list of invalid clicks, you cannot prevent all invalid clicks. Some are out of your control. However, AdSense has a number of automatic systems in place to detect and correct invalid clicks.

Automated systems

Google primarily uses automated systems to detect invalid clicks. AdSense does not disclose how these systems work, and they are configured to prevent circumvention. For example, these systems detect when a user clicks multiple times on the same ad.

Corrections

There are three main types of corrections:

• The estimated earnings due to invalid clicks, such as multiple clicks, are corrected almost immediately in the dashboard. You probably won't notice this unless you check your earnings very often.
• Sometimes, relatively rarely, you will find a correction in the payments section during the month.
• More often you will find corrections in the Payments section at the beginning of the month, when the estimated earnings are re-verified and then credited as earnings.

AdSense also reserves the right to correct earnings if advertisers fail to pay for their ads. However, in my experience, this is extremely rare.

Ad delivery restrictions

Typically, you will receive a message when ad delivery is restricted. In addition to invalid clicks, the quality of the traffic can also play a role. Some traffic, especially from social networks, is not very suitable for advertisers. If ads are then clicked for fun or out of sympathy for the site owner, this can lead to a review that usually lasts no longer than 30 days.

This should be a reason for you to see if you can reduce the risk of invalid clicks through your own measures. You cannot influence the duration of the test.

Confirmed clicks

If invalid clicks are frequently detected on your site, AdSense may still require confirmation when an ad is clicked, meaning the user must click a second time to be redirected to the advertiser. Only then does the click count for you. AdSense calls this a 'confirmed click'. Of course, you can't test this because you're not allowed to click on your ads yourself. This is why you will receive a message when this measure takes effect.

This is another reason for you to take steps to reduce invalid clicks. There is no support option for this measure; if invalid clicks fall below a certain threshold over a certain period of time, the normal ad delivery will automatically be activated.

Suspension of your AdSense account

Again, this will tell you that your account has been suspended and for how long. Google says

There is no appeal against the suspension. After the suspension period, the ads will automatically resume playing. By this time, you should have revised your page to eliminate invalid clicks.

Account disabled

The harshest action! Serving ads will be stopped and your AdSense account will be disabled. You have a one-time (!) chance to unblock your account by submitting a well-founded appeal. If your appeal is denied, it will be final, including for the future. You will then have to accept that you can no longer monetize your site with AdSense.

What the publisher can do about invalid clicks

As seen above, invalid clicks cannot always be prevented, and you as a publisher are not always the cause, but it is still your responsibility (see also below) to minimise them. Again, you can find some tips and hints in theAdSense help.Here are a few examples.

Regular monitoring

Regularly reviewing the analyses and reports allows you to spot anomalies early on. Comparative reports help you spot differences. You can also create special reports on segments of interest and have them emailed to you at times of your choosing.

Traffic review

In my experience, there are two problematic sources of traffic that are easy to identify.

• Socials
• Traffic and clicks from countries that are not part of your target audience.

Socials

You should check how present you are on which platforms. If you have a lot of traffic from social networks, you will usually see an increase in invalid clicks. Since the clicks often lack the appropriate search intent, this traffic is considered critical by AdSense. Such sites are usually not accepted during the approval process. You will not have metrics from these sources in the AdSense dashboard. You can use Google Analytics or Matomo for this purpose.

By country

You can view an evaluation by country in the AdSense reports. If you see anomalies, such as many impressions and clicks from a country that your site does not target, you can block the IP range from that country for your site.

These clicks and impressions may also be generated by bots that act automatically.

AdSense contact form

If you notice anomalies in your account metrics that you suspect are generating invalid clicks, you can report this to the appropriate Google team using a contact form.

You can also report an anticipated increase in account activity, such as an anticipated increase in traffic.

Check the design

When it comes to website design, there are a number of places and opportunities that favour invalid clicks. By making a few changes, you can minimise the risk.

Navigation and links

To avoid false clicks, do not place ads near navigation or links. Also make sure there is a clear visual separation.

Ad spaces

Clearly identify your ad as an advertisement and look for locations where you can make a good visual distinction to avoid accidental clicks.

Download areas

Do not place ads near download buttons as this regularly leads to false clicks.

Inpage ads

You may also want to consider disabling automatic Inpage ads, as you can position manual ads more accurately and clearly.

Ad formats and platforms

Analysing ad formats and platforms can also give you clues to design weaknesses related to invalid hits. Also use the compare feature, which may show you which formats are problematic in these places due to sudden changes in values.

---

---

Why do we need to prevent invalid clicks?

As you can see, finding potential vulnerabilities and improvements is a complex task, and this list is certainly not exhaustive. But there is no alternative to securing your own AdSense account.

And the need to prevent invalid clicks is pretty obvious. But I would like to go into more detail about why this is in the publisher's best interest, despite the emotions mentioned above.

The overall AdSense system

There are four different players in the AdSense ecosystem, each with different perspectives and interests:

• The site users who are looking for content
• The advertisers who want to advertise
• The publishers who offer ad space
• Google as the platform operator and middleman

What are the effects of invalid traffic on the system as a whole?

The effects can be reasonably deduced from the interests of the groups involved.

Website users

Website users want a clear distinction between editorial content and advertising. If they accidentally end up on an advertising page because of poor labelling or confusing placement, they are irritated. They are lost to both the publisher and the advertiser.

Advertisers

Advertisers want to place their ads in the right places to get a good conversion. This means targeting the right audiences who are ready to buy or take action. This is why advertisers fund the system. Invalid clicks are expensive, useless hits for them. The willingness to place ads at these prices is diminishing.

The publisher

A publisher might say at first: "As long as the clicks are paid for, I don't care." But the effect of advertisers placing fewer ads at lower prices also devalues the ad space provided. So it would be very short-sighted. The feeling that something is taken away from the publisher when invalid clicks are corrected is therefore doubly irrational: on the one hand, the ad space was not really sold, and on the other, invalid clicks hurt the publisher in the medium and long term.

Google

Google could also benefit from invalid clicks in the very short term. But as with publishers, this would only be in the short term. In the medium term, the value of the intermediation service would also decline. Google supports the functioning of the platform with its protection systems, policies and rules.

CPM revenue and invalid clicks

Will the switch from clicks to impressions affect the ecosystem?

At first glance, yes. A publisher no longer has a perceived interest in generating invalid clicks because they are no longer earning on clicks but on impressions. It may be that this reduces distrust of publishers.

On second thought, however, the publisher is still responsible for ensuring that all measures to protect the overall system are effective. So there is no real relief.

---

   If you have any suggestions, comments or proposals for the blog post, please contact me bye-mail.I am happy to receive feedback!