Is Google Cheating you on Adwords?
I am involved in running more than 30 campaigns on Google Adwords and Yahoo search marketing. Some of the campaigns go back 4 or 5 years. Client spend ranges into the tens of thousand per month. From time to time I spot traffic that looks suspiciously like click fraud. By unchecking the content tab and keeping a particular eye on traffic from search partners I believe I minimised the click fraud risks.
Virtually all the campaigns are tracked by some form of analytics. I tend to use a combination of Google Analytics or the paid version of Statcounter. For larger campaigns Google Analytics has the edge because it is much better managing aggregate data. For smaller campaigns and B2B campaigns with a high unit lead value I prefer to use Statcounter as it can drill down and track the individual visitor behaviour. On some websites I even combine the two systems.
In recent months I've become aware of a widening in the reported activity coming from Google Adwords and that reported by the analytics systems. Recent analysis shows a general error of around 4%. And the error is always positive. That is, the Google Adwords reported volume exceeds the volume detected by the analytics programme.
I've read and contributed to threads on this forum and other where individual members have vented their frustration at Google's intransigence and arrogance on the issue. Obviously Google have a position of trust to manage on Adwords. After all it represents 99% of their revenue. However, the benefits of dealing with Google generally - but not always - outweigh the risks. And the regulators have been alerted to their monopoly position in paid search perhaps Google may start showing a more vigilant approach.
However, plaudits aside, I've been prompted to write this contribution on the behalf of a client. The client just hasn't had a shortfall on the Adwords traffic versus Adwords charges. For several days they received no traffic from Google Adwords despite being charged for clicks. The website is properly tracked and the Adwords account has the auto-tagging feature activated. Yet no Adwords traffic has been delivered. The client has made test clicks, I have made test clicks and, I believe from IP addresses detected, that Google has made test clicks. All of these have been detected by the analytics programme. Yet no actual, genuine Adwords traffic has been delivered. None. Zilch.
The client is a small business and has asked me to pursue Google for a refund or credit note. Google's Dublin office refuses to budge on the matter. Claiming their "experts" have examined the click stream and cannot detect any failings in their [infallible] system. [my brackets].
Google have a monopoly. Where else can the client go? In my opinion Google's success has led to arrogance and hubris. and a disdain for the small businesses that helped build them. This particular client has been using Google Adwords for almost 5 years. Given, that even in the UK, Google are now the largest single advertising player with a turnover in excess of £2 billion ($3 billion), it is time that some external controls were placed on the Adwords platform. No other business of this scale would be able to self-audit and self-police its output.
After all, if Google is charging for as little of 4% of its £2 billion clicks turnover it amounts to £80 million ($120 million). Imagine the sums that could be incorrectly being billed in markets such as the US.
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