{"id":6809,"date":"2022-07-28T14:08:21","date_gmt":"2022-07-28T14:08:21","guid":{"rendered":"http:\/\/clickceaseblog.kinsta.cloud\/?p=6809"},"modified":"2022-11-15T10:44:28","modified_gmt":"2022-11-15T10:44:28","slug":"google-confirming-gross-revenue","status":"publish","type":"post","link":"https:\/\/www.clickcease.com\/blog\/google-confirming-gross-revenue\/","title":{"rendered":"Hidden Costs in PPC? Google Rolls Out Confirming Gross Revenue"},"content":{"rendered":"\n

Google has announced a new initiative to help advertisers and publishers verify that no hidden fees were taken in their display ad campaigns. The new solution, Confirming Gross Revenue, is designed to improve accountability and increase transparency on Google\u2019s display network.<\/p>\n\n\n\n

In a press release, Allan Thygessen said: <\/p>\n\n\n\n

\u201cOur advertising partners often ask me, \u201chow can I better understand where my dollars are being spent?\u201d This question isn\u2019t new. But as buying and selling digital ads has become more complex, tracking where the money goes has become more difficult. On average 15% of advertiser spend is unattributable, according to some industry estimates.\u201d<\/p>\n\n\n\n

But what is meant by these hidden PPC costs? And is this an issue that we should be more worried about?<\/p>\n\n\n\n

What are the hidden costs in PPC?<\/h2>\n\n\n\n

With respect to the press release, Google is looking at the misrepresentation of fees between advertisers and publishers. <\/p>\n\n\n\n

The concern is that advertising tech providers hosting your video or display ads take a percentage of your ad spend: The \u2018ad tech tax\u2019. As the post states, an average of 15% of your spend can be absorbed in this manner- but it can be up to half.<\/p>\n\n\n\n

Even 15% is a lot to lose in hidden fees on your PPC ads.  And that\u2019s before we even start talking about click fraud or ad fraud.<\/p>\n\n\n\n

As Google highlight though:<\/p>\n\n\n\n

\u201cWhile we can\u2019t speak for the many other companies in this space, our platforms do not take hidden fees.\u201d<\/p>\n\n\n\n

So, who exactly is sneaking in these hidden PPC fees?<\/p>\n\n\n\n

As stated, the technology providers involved in the supply chain might be in the spotlight here. The Ad Tech tax is a real issue, and one that many PPC professionals have been highlighting for years.<\/p>\n\n\n\n

There is a lot of software between your Google Ads dashboard and the final placement. <\/p>\n\n\n\n

And if you\u2019re spending $3 on your CPM, how much of that goes to the publisher?<\/p>\n\n\n\n

Confirming Gross Revenue is supposed to help clarify this.<\/p>\n\n\n\n

<\/figure>\n\n\n\n

Now, any initiatives by Google to improve transparency and reduce fraud are to be applauded. <\/p>\n\n\n\n

However, many advertisers don\u2019t feel that the issue is in the misattribution of fees, but in the problems of fraud filtering from bots and invalid traffic.<\/p>\n\n\n\n

Will this help to tackle click fraud or ad fraud?<\/h2>\n\n\n\n

One of the methods of ad fraud is in falsified bid requests – meaning that a website doesn\u2019t even host the display ad. <\/p>\n\n\n\n

Confirming Gross Revenue will offer the advertisers one way to verify whether their ads have been displayed on certain sites. And, as we\u2019ve seen from previous initiatives including ads.txt <\/a>and sellers.json, if they\u2019re used correctly it can help. <\/p>\n\n\n\n

The issue of fake web traffic remains a billion dollar elephant in the room. And although this goes a long way to helping verify where ad spend is going, real time fraud blocking and traffic monitoring is still going to require a third party solution such as ClickCease.<\/p>\n\n\n\n

In 2021, over $42 billion was lost to fake traffic on ads – also known as click fraud<\/a>.<\/p>\n\n\n\n

Run a traffic audit on your website with our free 7 day trial.<\/p>\n\n\n\n

You can read the full post from Google here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Google has announced a new initiative to help advertisers and publishers verify that no hidden fees were taken in their display ad campaigns. The new solution, Confirming Gross Revenue, is designed to improve accountability and increase transparency on Google\u2019s display network. In a press release, Allan Thygessen said:  \u201cOur advertising partners often ask me, \u201chow […]<\/p>\n","protected":false},"author":12,"featured_media":6810,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[3,11],"tags":[],"acf":[],"yoast_head":"\nGoogle Rolls Out Confirming Gross Revenue | ClickCease Blog<\/title>\n<meta name=\"description\" content=\"Confirming Gross Revenue is Googles initiative to verify that no hidden fees are taken in display ad campaigns. 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