Invalid traffic is a major concern among advertisers and publishers. It is deemed as one of the main reasons why Google AdMob accounts are suspended. Any activity with in-app advertisements that is fraudulent or not made by a real user with sincere interest is considered invalid traffic.
Also, from the publisher’s end implementation of pushy ads driving accidental clicks or fake clicking leads to invalid traffic and may also lead to account suspensions.
In our experience, we have seen apps getting a 99% reduction in ad revenue due to invalid traffic concerns.
Let’s understand in detail invalid traffic, their examples, how they hamper the Google AdMob account, and how they led to AdMob account suspension.
So, What is Invalid Traffic?
Google defines invalid traffic as any activity that doesn’t come from a real user. This means intrusive ads, fraudulent clicking, bots, click farms, etc.
Invalid traffic is when artificial clicks and impressions are generated through deceitful methods. Invalid traffic can be both fraudulent as well as accidental.
Fundamentally, invalid traffic is when the advertiser’s expenses and publisher’s earnings are increased non-ethically.
Causes of Invalid Traffic:
Here are the major of invalid traffic considered by AdMob:
- Self-Clicking by Publishers
- Pushy Or Intrusive Ads
- Incentivized Clicks
- Fraudulent Clicking
- Bots Traffic or Click Farms
- Repeated Clicking by A Set of Users
- Malicious Third-Party Traffic Services
- Using Automated Tools to Increase Impressions
How does invalid traffic impact the AdMob account?
Google AdMob keeps track of AdMob accounts and if a high level of invalid traffic or activities is found, then the AdMob account could be suspended without any payout.
Suspension of an AdMob account means publishers cannot serve ads anymore and the remaining payout is balanced as the invalid costs to the advertisers.
In case Google detects Invalid Traffic Concern then usually, an AdMob account is restricted to serve ads for a stipulated period i.e., up to 30 days. In these 30 days, publishers need to investigate the source of invalid traffic and rectify the same.
As AdMob account suspensions are non-appealable. Hence, publishers have to adhere to the suspension and ensure clean traffic is generated on the mobile app.
Google Analytics for Firebase is the best way to analyze and monitor traffic sources on the app and can help identify invalid traffic.
Here is how an AdMob account will be impacted due to invalid traffic:
- AdMob accounts can be suspended or completely disabled.
- Ad serving is restricted for a stipulated period till the suspension is binding.
- Revenue generated via invalid traffic will be deducted from the publisher’s account and credited back to advertisers.
- Ad earning experiences a drastic reduction even up to 100%.
- The AdMob account will not be allowed to use any other Google ad solutions.
What to do if an AdMob account gets restricted?
The best way to deal with an ad limit restriction on an AdMob account is to find the source of invalid traffic and prevent it from bringing in more traffic. Once that is rectified the AdMob account will be automatically restored.
How to avoid Invalid Traffic?
There are several ways a publisher can avoid invalid traffic, some of them are listed below:
- Consider the user base and offer a clean and natural experience to the users.
- Ensure that ads are not placed intentionally or misleadingly.
- Implement ads on the app in accordance to the compliances put forth by Google AdMob.
- Publishers must avoid clicking the live ads for testing purposes.
- Define your app traffic, app users, and be watchful of user behavior.
- Be sure about your partnerships or third-party integrations.
- Explore all types of ad formats and implement them tactically, so that they do not lead to accidental clicks.
How to ensure that your AdMob account is never suspended?
There are multiple ways to ensure that your account does not get suspended. However, here are a few things that you could do so that your AdMob accounts never get suspended:
- Never click your own ads.
- Ensure your ads are not misleading or abrupt.
- Do not use unauthorized third-party traffic sources.
- Let experts manage your AdMob account.