Small and medium-sized businesses (SMBs) partnering with digital marketing companies for their ad spend can enjoy significant advantages. Digital companies, such as many radio stations’ digital departments, often have more expertise than SMBs in spending money wisely to generate website traffic and, crucially, in avoiding the waste of ad dollars on fake traffic. Fake website traffic has increased by 33% in just two years. Invalid website traffic (IVT) from automated scripts and “bad bots” will waste $71 billion this year. Here are some questions advertisers can ask their digital partner to help eliminate fake ad engagement:
Make Data and Machines Work
Ask your digital partner if they use advanced data analytics and machine learning to optimize your ad spend. By employing predictive analytics—predicting future outcomes—savvy digital marketers can identify audiences most likely to engage genuinely with your ads. Inquire if they use Google Analytics and how it can help flag potential fraud and protect your investment.
Blockchain Technology for Ad Verification
To ensure transparency and security in your ad campaigns, some digital marketers leverage blockchain technology. This technology records every click and impression, guaranteeing that each interaction is genuine and that payments are made only for verified interactions. Blockchain makes it more difficult to change, hack, or manipulate data.
Advanced Attribution Models
Check if your partner uses multi-touch attribution models, which consider all touchpoints in the customer’s journey to your website. This approach provides a comprehensive view of how each ad contributes to conversions. Algorithmic attribution models apply sophisticated algorithms to improve ROI measurement.
Partnerships with Anti-Fraud Organizations
Ask if they collaborate with anti-fraud organizations to reduce fraud in digital advertising. Some digital companies ensure that campaigns and partners are certified by organizations like TAG, guaranteeing that ad placements are genuine and not plagued with fake engagements.
Private Marketplaces
Ensure that ad placements are with trusted publishers, reducing the risk of fraud. Some digital companies use private marketplaces, where a limited number of advertisers can buy and access premium inventory that is less susceptible to fraud, ensuring higher-quality ad placements for your business.
Real-Time Bidding (RTB) and Enhanced Filters
Your digital partner should set criteria for real-time bidding to ensure only high-quality, vetted traffic is considered. Real-Time Bidding is an auction setting where ad impressions are sold and bought. And transactions occur within seconds. Once an advertiser’s bid wins the auction, their digital ad is instantaneously shown on the website or property of the publisher.
Dynamic bidding strategies can adjust in real time based on the quality and performance of the inventory, maximizing the efficiency of your ad spend. Attempting this on your own can be challenging and less effective.
Focus on User Engagement Metrics
Ensure that deeper engagement metrics are employed, such as time spent on a page, scroll depth, and interaction rates, to provide a clearer picture of ad effectiveness. Analyzing post-click behavior helps determine the quality of engagements, ensuring that clicks result in meaningful interactions.
By partnering with well-established digital marketing companies, SMBs can access advanced technologies and strategies to ensure that digital marketing efforts are practical and efficient. Make sure your website conversions are as high as possible. YouTube and Google Search are leading the way in combating bot traffic, while LinkedIn, Google Video Partners, and X are less effective at blocking “bad bots.” Finding a reliable digital partner is crucial to protecting your ad spend and maximizing your returns. Beware of the bad bot and ensure your advertising efforts drive genuine value.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
