Marketero · Entrevistas
How to STOP Click Fraud on Google Ads (and get better results)
14 ideas de marketing sacadas de «How to STOP Click Fraud on Google Ads (and get better results)», de Ben Heath - Google Ads. Sobre todo de canales de…
- 14 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 20 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 14 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 14 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Optimizar pujas por valor de nuevos clientes para filtrar clics fraudulentos
Canales de adquisiciónAjustar la estrategia de puja en Google Ads para priorizar la adquisición de clientes de alto valor (asignando un valor incremental de conversión) reduce la exposición ante bots, clics fraudulentos y competidores, ya que el algoritmo restringe la entrega hacia perfiles con mayor propensión a compras de alto ticket a pesar de elevar el coste por adquisición inicial.
optimize and get me more of the highest convert. If you're optimizing for highv value customers, it's far less likely Google's going to put your ads in front of those bad options I just described in is you can click here, adjust your bidding to help you acquire new an incremental conversion value for new customers brackets high value. So look, I'm willing to pay more. So you can see Google's suggesting here, pay an extra £53.56 said, this would also help with click fraud issues because Google's going, "Right, we're going to be really specific about who we put ads in front it's going to get…
Escúchalo en el minuto 15:08
Patrones analíticos para detectar fraude de clics en campañas de búsqueda
Medición y experimentosPara identificar posible fraude de clics en anuncios de pago, se deben monitorear cuatro anomalías: incrementos bruscos de clics sin aumento de conversiones, CTR inusualmente alto en ubicaciones geográficas específicas, clics repetidos desde la misma dirección IP y picos repentinos en tasa de rebote o duraciones de sesión extremadamente cortas.
take action. Right? So, look out for spikes in clicks without corresponding spikes in conversions. Always a bit dodgy, particularly if you've been running a campaign for a while and you roughly know what the conversion rate is and that's quite stable. Unusually high click-through rates from certain locations. Again, can be a bit of a get really granular. Take a look at like specific IP addresses. If you get lots of clicks from the same person, the same, you know, IP, same locations again see a spike, an unusual spike in bounce rate or really short session duration, again, often you'll combine…
Escúchalo en el minuto 3:02
Canales de adquisiciónConfigurar exclusiones de IP a nivel de cuenta o campaña en Google Ads previene que competidores y tráfico fraudulento consuman el presupuesto con clics reiterados, una medida especialmente crítica en nichos con costes por clic (CPC) elevados.
Right. So firstly, we've got IP exclusion. So you can manually block repeat offenders, competitors, most likely suspicious IPs. Now, you might be industry where the cost per click is really high because the potential value scenarios, if one of your competitors is repeatedly clicking on your ads and wasting your budget, that's a big deal. That could waste a massive proportion of your budget, make your campaigns much less profitable. So, you can specifically add IP exclusions. So, let account here, and you can add IP exclusions at the campaign or account those IPs. They will not be shown your
Escúchalo en el minuto 6:29
Ajustar la segmentación geográfica para evitar granjas de clics y tráfico bot
Canales de adquisiciónRestringir la segmentación geográfica a los mercados principales y excluir regiones o países asociados a granjas de clics reduce el desperdicio presupuestario y mejora la calidad del tráfico entrante.
Number two is geo targeting adjustments. are certain locations, certain countries that are much more likely to contain click farms where there's going to be more bot activity. Like we can have a And you may simply want to exclude those locations if you're currently about, spikes in clicks without conversions, high bounce rates from certain locations, things like that. things up to focus on our core target markets having been advertising across just focus on our core market, then we're likely, we feel, to get more out of our budget and make things easier for
Escúchalo en el minuto 7:45
Creación y actualización constante de listas de palabras clave negativas
Canales de adquisiciónEs indispensable crear una lista inicial de palabras clave negativas y actualizarla con frecuencia regular para evitar clics no deseados con baja probabilidad de conversión y maximizar el rendimiento de la inversión publicitaria en buscadores.
less likely to convert for all reasons, but more likely to lead to invited clicks as well. So, I run through in detail how to create a negative keyword list in the first place and how to add to it, which is really important. In we do, how often we do it, something you need to update regularly to get the best possible results.
Escúchalo en el minuto 20:06
Canales de adquisiciónConfigurar la programación de anuncios en Google Ads para operar solo durante horas laborales (por ejemplo, 9 a 5) o ventanas activas humanas (como de 7 a.m. a 10 p.m.) reduce significativamente el tráfico inválido y el fraude por bots nocturnos.
to more settings, there's an ad schedule currently and default is all day. It's example to do Monday to Fridays. And then we can set specific times. So, we could do a 9 to5 like traditional business hours would be an obvious option to take if you're worried about, you know, click fraud and invalid it's not 9 to5, but it's 7:00 in the morning till 10:00 at night, something like that, when most real people are active, and then most real people are sort of asleep or not necessarily checking out products and services and clicking on ads during the night to help improve what may be significant…
Escúchalo en el minuto 10:09
Aplicación de límites de frecuencia (frequency capping) contra clics recurrentes de competidores
Canales de adquisiciónLimitar el número de impresiones diarias por usuario en campañas de Display y Video evita que competidores o actores maliciosos consuman presupuesto mediante clics repetidos en los mismos anuncios.
seven is frequency capping. So, you can limit the number of impressions, say per day, that any individual user will get on your ads. Again, this applies to certain campaigns display video uh more than others. And that could prevent competitors, for example, the same competitors clicking again and again and again and again. And you limit the damage that they can do by simply not putting your ads in front of those
Escúchalo en el minuto 19:21
Canales de adquisiciónLimitar la emisión de anuncios a horarios comerciales mediante la programación de anuncios (ad scheduling) ayuda a reducir clics inválidos, ya que la proporción de actividad de bots suele incrementarse fuera del horario laboral y durante la noche.
aduling. So you might decide to only run ads during certain times of the day to help with these issues. Now there is data that shows that bot activity is likely to be higher or a higher proportion of the overall activity outside of like traditional business hours. So if it's 5% of all the clicks that occur 9 to5 Monday to Friday, it might be 20% of all the clicks that occur during the night for example. So, you can set an ad schedule and get a lot
Escúchalo en el minuto 9:14
Uso de listas exhaustivas de palabras clave negativas para reducir tráfico no calificado y fraudulento
Canales de adquisiciónMantener listas amplias de palabras clave negativas en campañas de búsqueda no solo mejora el rendimiento global, sino que bloquea términos de búsqueda genéricos propensos a generar tráfico fraudulento y clics inválidos.
negative keywords. Now, I'm a big fan of having an extensive negative keyword list, not just for the overall performance of your Google ad campaigns, but also to help with this issue, to help prevent fraudulent clicks, cuz they're much more likely to come from those broader search terms that are just
Escúchalo en el minuto 19:51
Canales de adquisiciónRevisar los informes de emplazamientos en campañas de Google (como Display) y excluir ubicaciones de bajo rendimiento o no alineadas con la marca reduce los clics no válidos y previene el desperdicio de presupuesto en fuentes fraudulentas.
a lot more? Number six is placement exclusions. And you can get really quite where ads showed and we can see here on the left hand side placements. So, this like a display campaign being a classic example of where you might want to take shown, where the clicks are coming from and decide is this actually where we want them to be shown. You will find if you are seeing issues with invalid clicks that they come from certain places much more than others. And you aren't being put places where you think that's not representative of our brand at all. We don't like that content. We don't want to be…
Escúchalo en el minuto 18:03
El fraude de clics contamina el algoritmo de optimización publicitaria
Canales de adquisiciónEl principal peligro del fraude de clics (de competidores o granjas de bots) no es solo el presupuesto desperdiciado, sino que envía señales de interacción falsas al algoritmo de Google Ads, deteriorando su capacidad para encontrar usuarios con verdadera intención de compra.
also, it can really skew your data when it comes to Google's ability to optimize your campaigns because Google will use those engagement signals like who clicks, who engages to try and work out who to advertise to. Well, if some of those clicks and engagement comes from bots, comes from competitors, it's going to really provide wrong signals that's going to make Google's life a lot more difficult when it comes to getting you the best return on ad spend possible. Particularly when you factor in how that might confuse Google's ability to optimize your campaigns because of the misinformation…
Escúchalo en el minuto 0:56
Ajustar pujas por dispositivo para priorizar tráfico calificado y evitar fraude
Canales de adquisiciónDisminuir los modificadores de puja en dispositivos móviles o excluir dispositivos de bajo costo ayuda a evitar granjas de clics y concentrar el presupuesto en búsquedas desde computadoras, que habitualmente representan prospectos con mayor intención comercial.
account. Number four is device targeting. So you can specifically exclude lowerforming devices. So for example, cheaper Android devices are typically linked to more invalid clicks, more click fraud, more likely to be used as part of like click farms and bots and look to exclude those. Or what you could do is you could adjust bids for different devices according to computer, that is likely to be a higher value customer than if they're doing so on a phone. It's a different mindset. They're in business mode. They're want to change the bid adjustment. So I want to decrease the bid adjustment on a…
Escúchalo en el minuto 11:09
Discrepancia en la atribución de conversiones entre Google Ads y plataformas de seguimiento dedicadas
Medición y experimentosEn campañas de búsqueda de marca, Google Ads puede subreportar severamente las conversiones reales (por ejemplo, registrando solo 3 conversiones frente a las 6 reales verificadas en plataformas de atribución independientes, con un CPL de aproximadamente 15 USD y CTR de 30%).
what's going on. So, you can see Hyros is registered, six leads generated, a cost per lead just over 15, 75 clicks. It's just a branded search campaign, hence why the CTR is is 30%. So, not a data matches up, right? We've got 75 clicks, 30% CTR, just like before. But if we scroll over, you can see that Google has only registered three conversions as opposed to the six. So, it's registered half the number of conversions. And I can tell you looking at the backend data that the six from Hyros is the accurate number. And that's might look at the Google Ads data and come to the wrong conclusion…
Escúchalo en el minuto 13:56
Porcentaje estimado de clics inválidos en Google Ads
Medición y experimentosSe estima que entre el 5% y el 20% (típicamente entre 10% y 15%) de los clics y el gasto publicitario en Google Ads corresponde a clics inválidos o fraude de clics, variando significativamente según la industria y picos puntuales.
it's difficult to know exactly the size of this problem, like what percentage of the overall Google ad spend or clicks or attributed to click what Google refers to as invalid clicks. On the low end, you've got estimates of about 5%, on the higher end, you've got estimates of about 20% typically come from companies somewhere between 5 and 20%, let's say it's 10 to 15%, something along those will not be evenly distributed. It's not like every industry is going to see 10% of their clicks be invalid clicks. Some are going to be much higher than others.
Escúchalo en el minuto 1:20
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.