I personally don't think Google do enough to detect click fraud. On the few occasions we have received a credit from Google for invalid clicks (see response from Google below), the complaint was initiated by ourselves. And I only do random checks about once every 3 months. I quite often see multiple clicks (up to 60) on different ads from the same IP address separated by a second or 2.
Sometimes the clicks don't come from the same IP address but the sanme block of IPs i.e. the last digit of the IP address is altered. Maybe Google don't check these IP-block fraudsters, I don't know. The problem is that as yet we have no systemised way of detecting this fraud; I know there are firms out there that can help but I would appreciate any 'good experience' testimonials from anyone out there that has used a firm that provides a quality, inexpensive service and whose code does not slow down the page loading.
Our sites at
Business Sale Report (lists businesses for sale in the UK) and
QCK.com (UK Personal Finance Portal) get over 7000 unique visitors a day partly contributed to by our daily Google spend of around $800. Overall Google Adwords do quite well for us, though we suspect that preventing the click fraud ( rough guess at a percentage point of our clicks) would significantly improve genuine click-through rates.
But until the cost and effort of detecting the fraud, including the time to liaise with the AdWords people, can reduce below the gain from rebates on the invalid clicks we are in the Google team's hands for better or worse. As you can see from the size of the rebate below, we have a long way to go.
Here is the Google response:
"While we work hard to maintain the integrity of our advertising programme and prevent our advertisers from being billed for invalid clicks, if we do determine that you have been charged for invalid clicks, we will apply a credit equivalent to the cost of the invalid clicks toward your account.
Applied credits for invalid clicks will be included under the line item labelled 'Adjustment' on your billing summary or itemised payment detail pages. You will see on your billing summary page that your account was credited $2.34 on the 11th March." - i.e. big deal for spotting 20 fraudulent clicks!
"Other types of credits, such as promotional credits and courtesy credits applied by AdWords client services specialists, are also included under the 'Adjustment' line item.
Please note that a credit for invalid clicks is pursuant to a thorough investigation by Google. As the verification and research process for determining if an account has been affected by invalid clicks is time consuming, we greatly appreciate your patience throughout the investigation process."
On another occasion, I received the following. I am unsure what they mean about not filtering out IP addresses:
>> - IP selection: Your system may filter out visits from your IP address;
>> however, AdWords does not.
>>
>> Rest assured that Google strictly prohibits any method used to
>> artificially and/or fraudulently generate clicks or page impressions and
>> closely monitors clicks on Google AdWords ads to prevent abuse.
>>
>> Google's proprietary technology analyses clicks to determine whether
> they
>> fit a pattern of fraudulent use intended to artificially drive up an
>> advertiser's clicks or a publisher's earnings. Our system automatically
>> distinguishes between clicks generated through normal use by users and
>> clicks generated by unethical users and automated robots, enabling us to
>> filter out fraudulent clicks. Advertisers are not charged for these
>> clicks.
>>
>> In addition to our automated system, we have a team dedicated to
> detecting
>> invalid clicks using several specialised tools and a wide variety of
>> techniques based on extensive experience tracking and monitoring
>> fraudulent behaviour and analysing click fraud scenarios. We continually
>> upgrade our detection mechanisms to proactively combat fraudulent
> clicks.