Ad fraud could have wasted over a third of your marketing budget last year. A study by ANA consisting of over 1,300 campaigns and found the average cost in bot traffic was 10 million dollars per participant! But don’t abandon your Facebook and Google Adwords just yet. Thankfully, there are ways to overcome bot traffic and win back those valuable marketing dollars.
Let’s start by seeing how ad bots typically work.
First, there’s a bit of terminology you’ll need to know to understand what a bot is. A bot is simply a script that a programmer has written that can perform tasks without much interference from the programmer themselves. Think of them like little digital robots (hence the name “bot”).
There are multiple ways that bots work to hijack your advertisements but what it boils down to is that you are either unknowingly serving your ads to bots (bot traffic in websites) or your ad is being displayed in a location that isn’t accessible to your audience. I highly suggest you read more on these methods to better understand what you are up against when tackling ad fraud.
Check out this article on Exchange Wire about bot tactics: https://www.exchangewire.com/blog/2016/08/15/44779/
So, what can we do to combat these ad bots? Well, thankfully, where there is a villainous programmer that writes these bots there are genius programmers who can fight these bots. But, this is why it is so important to have the right network before throwing ads into cyberspace and hoping they stick. There are anti-fraud services out there and certain vendors will implement their own security measures to ensure that click traffic remains reputable as this is becoming an increasing influence in which vendors gain the most business.
At JMC Brands, we use a multitude of tactics including; click verification, viewability, Double Verification tools, and networking with only the most trusted vendors who take honest traffic seriously and have their own precautions in place to back it up
This brings up another way to combat ad fraud and that is by working with a qualified digital agency. The digital world is massive, and when you have a team of experts who dedicate their careers to the success of your digital campaigns you’ll be amazed at the results you will get.
I hope this helped some of you out there increase the value of your marketing dollars that much more and would love to hear your plan to improve the value of your clicks!