Traffic Dynamix

Invalid Traffic (IVT) in Search Arbitrage: What Do You Need to Know?

Search arbitrage can be a goldmine when done right, but there’s one major issue that can ruin everything - invalid traffic (IVT). If you’re in the business of buying and reselling traffic, you need to understand what IVT is, how it affects your earnings, and how to prevent it from wrecking your campaigns.

Invalid Traffic (IVT) in Search Arbitrage: What Do You Need to Know?

What is Invalid Traffic (IVT)?

Invalid traffic is any activity on a website or ad that isn’t generated by a real, interested user. This includes bot traffic, accidental clicks, fraudulent clicks, and anything else that artificially inflates impressions or engagements. IVT is a big deal in search arbitrage because advertisers pay for genuine user actions - not fake ones.

There are two main types of IVT:

  • General Invalid Traffic (GIVT): This includes harmless bots, crawlers, and accidental clicks. These are often easy to filter out.

  • Sophisticated Invalid Traffic (SIVT): This is harder to detect. It includes fraudsters using advanced bots, click farms, or deceptive techniques to generate fake engagements.

Why is IVT a Problem in Search Arbitrage?

If you’re running search arbitrage campaigns, you buy traffic from one source and send it to another to earn a profit. IVT disrupts this process in several ways:

  • Drains Your Budget: If you’re paying for traffic that doesn’t convert, you’re wasting money.

  • Hurts Your Reputation: Networks and advertisers don’t want to work with partners who send them junk traffic.

  • Can Get You Banned: Platforms like Google Ads or Bing Ads have strict policies. If they detect IVT, they might suspend your account.

How to Detect and Prevent IVT

The key to successful search arbitrage is ensuring your traffic is clean and high-quality. Here’s how you can do that:

1. Use Traffic Monitoring Tools

Platforms like ClickCease, FraudScore, and HUMAN can help detect IVT before it affects your campaigns. These tools analyze user behavior, device information, and other factors to flag suspicious activity.

2. Choose Reliable Traffic Sources

Not all traffic sources are equal. Stick to reputable ad networks and avoid buying traffic from unknown or suspicious providers. If a deal looks too good to be true, it probably is.

3. Monitor Bounce Rates and Engagement

If users are bouncing off your site immediately or not engaging with content, that’s a red flag. Real users will scroll, click, and interact with your pages.

4. Implement CAPTCHAs and Anti-Bot Measures

Adding CAPTCHAs or JavaScript-based bot detection can help filter out automated traffic.

5. Check IP and Geographic Data

IVT often comes from unusual locations or known data centers. Regularly audit where your traffic is coming from and block suspicious IPs.

What Happens If You Get Hit with IVT?

If a search engine or ad network flags your traffic as invalid, you could face refunds, chargebacks, or even a suspension. The best way to handle IVT is to prevent it in the first place. But if you get caught up in it, act fast - analyze your traffic sources, cut off bad traffic, and optimize your campaigns to ensure compliance.

Final Takeaway

IVT is one of the biggest threats in search arbitrage, but it doesn’t have to ruin your business. By monitoring your traffic, using reliable sources, and staying ahead of fraud tactics, you can keep your campaigns clean and profitable.

Have you encountered IVT in your campaigns? What strategies have worked for you?