Google uses a number of methods to detect invalid traffic. These include filtering in real-time, filtering in near real-time and manually checking clicks for suspicious behavior.
Invalid clicks are not only bad for your revenue and brand, but they also hurt advertisers as they reduce their return on ad spend (ROAS). If Google finds that you have a large volume of invalid traffic, it could limit ad serving, suspend an account or disable/ban the account.
Bots and Invalid Traffic
Automated traffic sources, bots, and deceptive software are all considered invalid traffic. This includes click farm schemes that use low-paid workers and software to inflate click counts and impressions for paid advertising online.
Rogue publishers can also lead to high volumes of invalid traffic. They can also use click-farming tactics to increase their AdSense earnings, or they can try to deceive users by asking them to engage with content they would not normally.
Navigating the Minefield: Strategies for Detecting and Preventing Invalid Traffic Clicks in Digital Advertising
The best way to prevent IVT is to grow your website organically by creating quality content and strong SEO. If you are using a third-party monetization partner, make sure that they know the ins and outs of IVT and are willing to work with you to resolve any issues.
Invalid traffic can be caused by a number of factors, including clicking your own ads, not following up on analytics, and working with shady partners. It can also be caused by unexpected traffic increases or unusual patterns.