Both Google Adwords and Bing Ads offer features that allow users to block AD impressions to certain IP addresses or IP ranges.
By excluding the respective IP addresses at a campaign level, the users that are corresponding the respective IP addresses won't receive the ads related to the campaigns where they were excluded.
We can say that along with the ads exclusion for a certain problematic IP address, you will avoid spending your budget on users that do not convert, which will
result in an improved ROI, in an better global bounce rate and of course - you will be able to spend more on actual interested potential clients.
How can you block the IP from the Google Adwords interface?
By accessing the campaign settings, above the footer you can find a list (IP exclusion list), where you will be able to add IP or IP ranges that Google Adwords would not
show any ads. Please notice that you will have to exclude a certain IP address from all the campaigns to be sure that the click fraud won't continue.
Not all the IP addresses that are providing fraudulent clicks (or clicks that wont convert) can be interpreted as real "click fraud". It is very true that your
competition, your ex or actual business partners, or even your ex employees can click on Adwords ads, but there are also a lot of cases where those clicks are
made by people that are not malevolent, as:
- your current employees
- business partners or suppliers
family or friends that are accesing your website on a regular basis
Well, on the other side, we have the some click types that can be without hesitation considered as fraud:
- competition clicks
- bot nets
- proxy IP-s (anonymous proxy or even google proxy)
- clicks with high bounce rate percentage that is coming from the same IP class