Google Ads Safety — Data Exclusions & Fraud Protection

Data exclusions inside Google Ads. Why you need to exclude some data from Google Ads? Let's imagine the situation: your programmer or your webmaster doing some renovation on your website, and during this renovation, he plays with scripts, he plays with Google Tag Manager, and after this, when he did some mistake, some error with data, you see inside your Google Ads a 1,000 conversions from nowhere. And these 1,000 conversions completely pollute your data. Because let's say you previously had 10 conversions per day. Now you have this spike with 1,000 conversions and then again 10 conversions per day. So if you will check like a monthly or annual report in Google Ads, these 1,000 conversions will affect all of your data. It will artificially decrease your cost per action. It will artificially increase your conversion rate. Rate, so it will pollute your data. Or let's say you had some attack of bots, of spam, of fake leads, and usually you had like 10-20 leads per day, but yesterday you received 500 bots, 500 forms filled by nonexistent customers, and Google Ads thinks that Google Ads brought you 500 conversions. And again, it will pollute your data. It will pollute the algorithm data because algorithm will think that, "Whoa, really good source of conversion. I brought to this user 500 conversions. This user did nothing. So it means that I can find another conversions like this from another fake list, from another bots, from another click fraud traffic." If you had this situation, you can go to the Tools, Adjustments, Exclusions, and create new data exclusions. Uh, you need to give a name to this exclusion. Let's say "Bot Attack." You need to indicate start date and time when you first observed it. Better like an hour before first lead or first fake conversions. And end time. 1 hour after last fake lead or last fake conversion was indicated in your Google Ads. Now you can choose, uh, is it affects all campaigns or some particular campaigns. Let's say only like one search campaign. Usually I don't use the changes for devices, usually I exclude all data, and you press Save. After this, Google will extract this particular data about conversions from start time to end time. And when next time you will check your data for the previous period, the data will be not polluted by the fake conversions, fake leads, or wrong, uh, mistaken conversions. But more important, Google also excludes this data from the algorithm. So it will no more optimize your ads by the wrong data. How to apply IP exclusions in Google Ads? If you want to protect your ads from fraudulent activity or from your own employees, I will show you step-by-step technique how to determine the exact IPs and how to exclude them from serving your ads.

Igor Levitsky, Dr. Ads, PhD, the Young Scientist of the Year in Ukraine. Since 2006, he has been applying mathematics to optimize Google Ads. Named Europe's best PPC speaker by Ads World Experience. One of the leading Google Ads experts in the world. A professional educator. Over 4,000 entrepreneurs have increased their sales after taking his courses. A practicing expert. Igor's clients generate $50 million in profit from Google Ads each month.

So, first question: why should we exclude somebody from our ad? There are 2 answers. First answer, there are some lazy employees for whom the easiest way to find some product or service in their own company is to Google it. When they just need to find some page on their website, they just usually put the search term in Google Ads and click on the first link. And very often the first link is your search ad from your brand or DCA campaign. In some cases, there are more clicks from the employees, from the team, from the branches than from actual users. And of course you don't want to waste your advertising budget on your team because they already aware about services that you serve. So how to exclude your employees, your team, your branches, your home from Google Ads? The easiest step is to go to whatismyip.com website. And this website just shows your actual IP, my public IPv4. Just copy this IP copy and paste it in IP exclusions and press save. That's it. Next, send this link via Messenger, WhatsApp, or whatever to your employees, to your branches, to your partners, and ask them to share with you their IP addresses. Put all of these IP addresses into IP exclusions panel and press save. After this, you will never waste your advertising budget on your employees or your partners. Next question is more complicated. What if somebody wants to click fraud me? What if my competitor just click on my ads from different devices, from different laptops, from different users, and waste my budget on these clicks? I will show you how to determine exact IP addresses. I'm taking 32 seconds to share something important with you so you can stop wasting your ad budget. I've managed over $700 million in Google Ads.— so all my insights are tested and proven. I regularly talk to senior leaders at Google, and I'm an official Google Partner. My students, entrepreneurs all over the world, have already optimized their ad campaigns, cut costs, and boosted sales using my methods. These strategies work for any budget, whether it's $500 or $5 million. I invite you to use these proven methods too. Click the link in the description and make your ads more effective. So this is admin panel of my hosting provider. I'm sure you have another hosting provider, but try to find in the dashboard IP statistics link or something like this. Ask technical support if you need. Where can I find the statistics about IPs? For example, this is my statistics and I can see that some IP address did almost 1,000 requests to my website. First of all, I can learn about what is this IP. Okay, some general information. In my case, I also can look at the log file and try to find what exactly this user with this IP address did on my website. And in my case, this user visited admin panel. So I'm sure that this is my technical guy, my technical expert who just set up my website for new landing page. So in my case, of course, I will exclude him because I don't want to show— to spend my money to show my ads to the guy who is actually my employee. In your case, if you will find in this statistic some IP addresses that visit your website a lot of times or from unexpected countries, unexpected locations, just feel free to exclude them and eliminate the click fraud from your website. But with this technique, you can exclude only amateur-level click fraud. If somebody will decide to click fraud you professionally, Professionally, it will go via a thousand of virtual machines or virtual IP addresses, and you cannot exclude in this way the professional attack. Click fraud. The biggest problem of modern advertisers. Because when you spend on Google Ads some real money, you want to understand this actual budget that you spent. It was invested in showing your ads to your potential clients, to your potential buyers. But quite often when you check your data log or information about leads in your business, you can see that some amount of them, and sometimes it's even about half of the leads, half of the visits to your website, are from bots, from fake destinations, from fake leads, spam leads, whatsoever. And you realize that you actually spent half or even more of your budget to show your ads to somebody who just artificial, not even a real customer. In this video, I going to show you the exact service that can help you avoid click fraud at absolutely new level. Why I say new level? Because if we want to understand how click fraud has developed through the years, we can see that like initially the biggest problem was the fake impressions. When advertisers, like 10 years ago, when advertisers paid mostly on pay-per-impression, model. It was quite a large problem related to fake impressions, to the bots. And there were two big companies, DoubleVerify and IAS, who actually managed to solve this problem. And both of these companies are public now, and they work with extremely large advertisers, with, um, enterprise-level advertisers. Then we had Second step of this problem, click fraud. When your competitors clicked on your ads in order to spend your budget. And again, we had a variety of services, of tools that can help you to reduce or completely even avoid the click fraud. But last year we observed absolutely new problem. When bots not only click on your ads, but they also complete the form on your website. They fill the form and they create you a lead. And you can see after your sales team call to these leads or contact these leads that half of them, the numbers don't exist, the emails don't exist. But even if somebody answers to this call, They say, "No, we didn't fill any form. It's a mistake." So the newest problem is about not only impressions, clicks, but about fake leads, spam leads that pollute your funnel and interfere the learning of algorithm inside Google Ads platform. I had this problem in my business as well. And finally, half a year ago, I found The solution. The solution is the tool Kale AI. This tool can— first of all, this tool can show you— so you install this tool on your website, it analyzes all forms on your websites and gives you quite detailed report about total amount of leads. But the most important report is about ratio qualified to new leads. And you can see in In my case, the orange line indicates the trend line. Over the last 5 months, quality of my leads was increasing from day to day. Every single month I've seen a higher and higher percentage of real leads in my funnel. So for me, it's the best evidence that this system works. So what this particular tool does. It accumulates information about email, phone number, and IP and other details from person or from user who filled the form. It enhanced information about email— does this email exist, is it works, and so on— about phone number— which carrier, which type, which location, which information about this number can we receive— and information about IP address, browser, and so on, so information about browser details inside user. And information about the user that the script received from the browser. After this, system just compares the dots, just links the dots, and trying to find some relationships that can confirm or reject the quality of lead. So KLEI gives you exact lead score, the probability, the number out of 100 that this particular lead is real. So first of all, even before calling the person, you can understand, does this person worth calling at all? Like, is it real? And the most interesting part, after you've— you or your sales team, let's say somebody ordered the plumber service. You call or your sales team call to this person and the person rejects. The person says, "No, I've never ordered any plumber services." In this case, you press Reject and KLEI prevents sending this data to the Google Ads. If you press Confirm, this data sends to Google Ads. It helps us to feed Google Ads only with quality leads data. But the most interesting part in context menu where you can actually, for every single lead that you previously confirmed, you can send to Google Ads data about the value of this lead. You can set, for example, let's say, this particular lead previously confirmed that he needs plumbing services, then we did him some service and he paid us $1,300. This lead paid us $200 and this lead paid us $30,000. We did for him, let's say, whole bathroom renovation. We can return these values to the Google Ads by pressing Confirm Purchase. And thanks to this, in Google Ads, we can see which particular campaign Ad group, ad, search term, keyword, audience, demographic, and so on. Which exact ad brought us this particular lead? And we can make decisions inside our Google Ads based on actual real value, not only on the amount of leads and cost per lead. I use this tool a lot in my own project and in my clients' projects. So highly recommend, and see you soon.