Everything You Need to Know About Click Bot Fraud
Ad fraud is a critical issue facing the world of advertising. When websites are overrun with large volumes of bot traffic, it pollutes the data used by advertisers to make marketing decisions and increases the rates for purchasing ad space. This blog will help you understand exactly what ad fraud is, identify any fraudulent traffic hitting your website, and ultimately prevent it from impeding your success online.
What Is Ad Fraud?
Ad fraud is extremely common, and it costs advertisers millions of dollars a year. Put simply, ad fraud is the theory and practice of representing impression, click, and conversion events on digital advertisements. The goal of those who commit ad fraud is to generate revenue for themselves. Ad fraud – or bot traffic – is typically executed by computer software designed to interact remotely with ads. The fraudulent software then creates various fake sites, which will display ads based on cookies collected and other targeting specifications.
How To Tell When You Have Traffic From Bots
There are a few different signs that can indicate if you have bot traffic or not. An abnormally high click-through rate (CTR) is the first sign of a bot attack. CTR is the number of people who interacted with an ad (i.e. clicks) divided by the total number of people who saw the ad (i.e. impressions). If you see a sudden spike in your CTR that seems unusual, it is highly probable that bot traffic is present.
Another indicator that your website has been attacked by bots is discrepant metrics. As an example, imagine you’re an advertiser who saw a 50% increase in your CTR on a given day. You’d expect to also see an increase in likes, time spent on a web page, and ultimately a steady increase in conversions. If down-funnel metric spikes don’t materialize in response to sudden CTR spikes, the CTR spike was likely caused by bot traffic.
Lastly, weird referrals in your analytics reports indicate bot fraud. Bots want to raise the stats in order to gain commission from companies who pay for advertising, so they want to get users to their referral’s site, which will increase ad impressions.
How To Avoid Click And Bot Fraud
Bots are only getting more sophisticated. But the good news is that there are tried and true methods for reducing the number of bots interacting with your ads, and catching bot attacks early. There are technologies on the market like Areyouahuman and ClickCease that are plugged into Google AdWords, Double Click, and another other ad interfaces to catch fraudulent activity. We recommend testing out this new technology the next time you execute a paid media campaign online.
Bots will continue to evolve and pester Internet advertisers. But by following our methodologies for identifying and eliminating bots, you can avoid and limit the extent to your campaigns are impacted by ad fraud. For the latest digital trends and news, make sure to subscribe to our blog. Need help analyzing your data from Google Analytics? Give us a call at (973) 346-8100 to schedule a meeting with our team of SEO experts.