ppc protect thor update

Introducing PPC Protect v3.1 – The Thor Update

Sam Carr

Sam Carr

December 3rd, 2020

Sam Carr is a content marketer at PPC Protect with 10 years of digital marketing experience. With a keen interest in ad fraud, Sam shares all his insights on the PPC Protect blog.

google invalid clicks report

Here at PPC Protect HQ we’re always asking ourselves the same question:

“How can we give even better value & performance to our customers?”.

One topic that came up time and again across all our departments and customer feedback sessions was the same:

Blocking click fraud is great, but what about other types of invalid traffic?

It’s a great question – click fraud accounts for around 50% of all invalid traffic, but that leaves another 50% on the table, potentially still impacting advertising accounts.

So what did we do? We set about fixing that.

We set out to ensure PPC Protect users aren’t only protected from click fraud, but also all forms of invalid traffic.

We’re proud to say we’re the first and only click fraud protection solution to offer full invalid traffic protection!

Introducing PPC Protect v3.1 – The Thor update…..

What on earth is “Thor”?

Aside from being one of the main characters in the mega-blockbuster Avengers series, Thor is a Norse god who is the all-powerful protector of humanity.

When thinking about what to call v3.1 of PPC Protect, “Thor” made perfect sense – as PPC Protect is now the all-powerful protector of ad budgets!

So, let’s take a look at exactly what PPC Protect v3.1 will do for our customers.

What does the Thor update bring?

As mentioned, the Thor update takes PPC Protect’s powerful click fraud prevention technologies and applies them to all invalid traffic types across your Google Ads, SA360 & DV360 accounts.

That means that by default you’re not only blocking click fraud, you’re also blocking all other forms of invalid traffic – automatically!

Our invalid traffic protection utilizes the same cutting edge, AI driven algorithms and technologies we developed to fight click fraud, and expands on their current performance and success.

What types of invalid traffic are there beyond click fraud?

As we mentioned, click fraud makes up around 50% of invalid traffic, so there’s another 50% to tackle here.

The key differences between each are as follows:

  • Click fraud is the act of deliberately causing financial harm to an advertiser for the gain of the attacker. Examples of this would be competitor activity, malicious publishers on display sites and apps, crawlers harvesting data for their own datasets and so on.
  • Invalid traffic is any activity that doesn’t come from a real user with a genuine interest in your ad offering. That could be accidental clicks, fraudulent clicks, non-specific bots or crawlers, mis-served ads, ads with poor placement and so on.

What does this mean for me as a PPC Protect user?

Simply put, you will now be protected against both click fraud and all other forms of invalid traffic – a world first for a click fraud prevention platform!

Audiences and users clicking your ads with no real buyer or conversion intent will be excluded automatically, allowing for improved performance, higher CTRs and improved quality scores.

It also means that over the coming weeks you will likely see a slight uptick in invalid activity within your PPC Protect account dashboard as our updated algorithms begin to roll out and learn from your account data.

Who has access to this new update?

The Thor update is being applied across all PPC Protect accounts on the Growth plan or above, and has been rolling out for just under a week at this point after a successful full-scale test on Black Friday 2020.

Users on the Essential plan still benefit from our industry-leading click fraud prevention solutions.

Those on an Essential plan who wish to be protected against all invalid traffic can upgrade to plans including this feature at any time.

Are there any other differences I will notice?

Eagle-eyed users will notice that their dashboards have changed from reporting “Fraudulent” activity to “Invalid” activity. This allows us to better communicate the types of budget-wasting traffic we are protecting you against.

I have a question that wasn’t answered here

If you have any questions we would love to hear from you! Just reach out to your account manager, they will be happy to help.

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