PPC For Law Firms. Click Fraud & How To Avoid It

A well-marketed website is required for any business in today’s society, especially when it comes to the legal industry. With numerous licensed attorneys popping up each year, the market is being saturated with legal professionals—which is why it’s necessary to build a significant online presence to stay ahead of your competitors.

The best way to spread the visibility of your profession in the online world is through the use of pay-per-click (PPC) ads, such as that of Google Ads. These are great for putting you within the sphere of users who search for related keywords to your profession, as this grants a significant boost in your ads. The trouble, however, is when you become the target of click fraud.

What is click fraud?

Click fraud, in a gist, is when an ad is clicked without real intent to view the ad nor seek services or information. While this definitely includes accidental clicks, others with ill intent attempt to do this to either boost their revenue or hurt your business.

Why is it important?

The most immediate problem of click fraud is that it will severely impact your budget for marketing. As PPC ads cost you each time it’s clicked, a malicious competitor could instantly drain your funds by simply clicking on your ad multiple times. Unfortunately, this practice is prevalent in industries of insurance, financial services, medical services, and legal.

What are the common sources of click fraud?

There are three common sources of click fraud that you should be worried about: bots, competitors, and click farms. Bots are developed for a multitude of reasons, most of which are aimed at hurting your business. Competitors seek to undermine your efforts by bumping up your expenses to give them more space for their own ads. Click farms, on the other hand, are more difficult to trace and are paid to either diminish your capacity to market or to boost the ad publisher’s revenue.

How do I avoid click fraud?

The best and easiest way to avoid click fraud is to hire a PPC management expert to handle your Google Ads campaign. This way, you won’t need to worry too much about the nuisances of PPC marketing, allowing you to focus on the more active task of running your law office.

If you want to handle this effort by hand, however, then here are some tips you can follow to avoid click fraud.

  • Review your statistics

In order to catch on any efforts to commit click fraud against your company, you should check your monthly statistics on a regular basis. Through this, you can easily catch on any strange patterns that cause your business to lose a significant amount of revenue.

  • Look Into the IP

A regular check into the IP addresses clicking on your website will prove beneficial as well. If you notice particular IP addresses that make numerous clicks but don’t commit to any action, then you can block them from accessing your PPC ads.

  • Choose Valid Partners

In order to avoid ad publishers who use click farms, then make sure that those you partner up with have good reputations. By doing a simple background check on your partners, you can avoid the most immediate sources of click fraud in the online world.

The Bottom Line

Using PPC ads for your law office is a great way to boost your visibility, but only if it’s done properly. By identifying the most immediate risks and safeguarding your campaigns, you can avoid catastrophic losses to your marketing budget.

Are you looking for a PPC agency to help you out with your Google Ads campaign? At Discover My Business, we provide digital solutions for all your marketing and advertising needs. Get in touch with us and claim your free consultation today!

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