Beware clicks in AdWords

A sudden increase in spending in a client’s Google Display Network prompted some head scratching. Our clicks jumped, but our conversions didn’t budge. After some sleuthing, we isolated the source of the new clicks to be a single domain, This domain isn’t real; its a designation for ads embedded within mobile apps for iPhone and Android devices. More information can be found in AdWords Help.

AdWords claims that the same targeting criteria are used for each mobile application as for other display networks domains. Ideally advertisers would have control over exactly which apps their ads appear in, but at present we have to trust that the targeting options are accurate and effective.

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