RSS - Beth Kahn - eZanga Blog - eZanga.comwww.ezanga.com/blog/author/beth-kahnMarketing and advertising articles by the eZanga Public Relations staff.en-us© 2003-2020 eZanga.com, Inc.pr@ezanga.com (eZanga Public Relations)webmaster@ezanga.com (eZanga Webmaster)http://www.rssboard.org/rss-specificationThe Role of Color in Brandinghttps://www.ezanga.com/blog/the-role-of-color-in-branding<img src="https://img.ezanga.com/posts/QNJBE3Sl_820x326.png" width="820" height="326" alt="The Role of Color in Branding" /><h2>Use Color Psychology to Make Everyone Love You-Updated</h2><p>Whether you realize it or not, colors have a lot of power. Everyone has a favorite color, but certain colors elicit similar responses in us all. Across the globe, different cultures associate specific colors with death, luck, or innocence. Colors hold significance and meaning for most people.</p><p>Sir Isaac Newton is credited with identifying the seven major shades that make up the color spectrum: red, orange, yellow, green, blue, indigo, and violet. However, the study of color psychology dates back to <a href="https://blog.logodesignguru.com/brief-history-and-science-of-colors/">ancient Egyptians, Roman, Greek, and Chinese periods.</a> Color has always been a point of interest for scholars. And nowadays, it's a significant factor in selling to consumers.</p><h2>What Is Color Psychology?</h2><p><a href="https://www.colorpsychology.org/" target="_blank">Color psychology</a> is the study of color hues on human behavior. Colors can subconsciously influence factors in us that we're not even aware of, such as hunger or emotion. In recent decades, color psychology has played a massive role in marketing and advertising. Companies spend a lot of effort in choosing the colors that will represent their brand, to invoke the correct feelings from their audience.</p><p>Keep reading for a complete breakdown of the color emotion guide, so you know how to choose the right colors for your company.</p><p><p><img src="https://img.ezanga.com/posts/h9V1E943_820x718.png" alt="Color Emotion Guide" class="float-left size100pc" width="820" height="718"><p><p><br><p><font color="red"><h2>Red</h2></font color></p><p>Red is a popular color with food brands. First, red is associated with juicy fruit or vegetables that are ripe to eat. And, red is correlated with the freshness of meat. As a result, red is ingrained in us to be associated with food.</p><p>Additionally, striking red hues align with the vigor of youth. This is why you will see brands that appeal to younger audiences, like <a href="https://www.coca-cola.com/" target="_blank">Coca-Cola</a>, <a href="https://www.redbull.com/us-en/" target="_blank">Redbull</a>, and McDonald's, using red.</p><p>Lastly, red is also affiliated with intensity. That is why discounted items are often marked in red, to grab your attention and make you feel a sense of urgency.</p><p>The body has a physical reaction to seeing the color red. We feel stimulated, excited, and passionate, often experiencing an increase in heart rate and blood pressure. Use red in your branding when you want to draw people to action, feel motivated or feel hungry.</p><p><img src="https://img.ezanga.com/posts/W5f5ecfS_541x179.png" alt="Coca-Cola" class="float-center" width="541" height="179"></p><br><p><font color="orange"><h2>Orange</h2></font color></p><p>Orange is a positive color that evokes feelings of optimism, friendliness, and cheerfulness. When people see orange, they feel energized and rejuvenated. As a result, many youth-aligned brands choose orange, which fits with the spirit of their target audience. Some popular examples of these brands include SoundCloud, <a href="https://www.nick.com" target="_blank">Nickelodeon</a> and <a href="https://www.fanta.com" target="_blank">Fanta</a>.</p><p>Interestingly, orange is also associated with affordability and confidence. This is why many financial and credit institutions, such as Tangerine and MasterCard, choose orange. Additionally, major retailers such as Amazon and Payless use the orange branding philosophy.</p><p>You can consider orange when you want to inspire feelings of happiness or confidence or if your brand targets individuals 25 or younger. Orange is often paired with white detailing to avoid overpowering viewers.</p><p><img src="https://img.ezanga.com/posts/97ll7HXi_410x249.png" alt="nickelodeon logo" class="float-center size50pc" width="410" height="249"><p><p><font color="yellow"><h2>Yellow</h2></font color></p><p>Yellow is a happy color that defies people to be unhappy. Most people associate yellow with sunny days, big sunflowers, and bright lemons. Yellow represents optimism, warmth and clarity.</p><p>Use this color to grab attention, inspire boldness, and spur joy. Let's walk through how three influential brands use yellow in their branding.</p><p><a href="https://www.mcdonalds.com/us/en-us.html" target="_blank">McDonald's</a> is world-renowned for its "golden arches." These arches would perhaps not be as impactful if they weren't cleverly paired with the red background. The yellow grabs our attention, while the bright red evokes hunger and urgency to grab some fast food right now.</p><p>The social media platform <a href="https://www.snapchat.com/" target="_blank">Snapchat</a> uses its iconic deep yellow for all of its branding. This yellow stands out from the other colors on popular social media platforms and evokes feelings of trust and happiness. Snapchat's yellow is all about connecting you with your friends, a joyful experience.</p><p>Ikea has two brand colors: yellow paired with a deep blue. Yellow is often associated with a discounted price tag. So, when Ikea displays its signage throughout the store in yellow, it gives us the subconscious feeling that everything is heavily discounted. This is an apt choice for a brand that builds it's messaging around low prices.</p><p>Use yellow in your advertising if your brand is overall positive or you offer a lot of discount merchandise. </p><p><center><img src="https://img.ezanga.com/posts/YJPN36Lf_410x401.png" alt="McDonalds logo" width="410" height="401"></center></p><p><font color="green"><h2>Green</h2></font color></p><p>Of all the colors on this list, green is perhaps the most complex color. On the one hand, green is associated with health, wellness, and peacefulness. On the other hand, green is also the color of power, money, and growth. Some people may think the two shouldn't be intertwined, but many famous brands have melded the two concepts perfectly.</p><p><a href="https://www.wholefoodsmarket.com/" target="_blank">Whole Foods</a> is known for its deep green signage. The chain of natural-foods stores sells expensive to produce and other items and has locations across the U.S., Canada, and the U.K. Despite its dominance and success, most people have a positive perception of the brand, and do not associate it with greed or "big corporations."</p><p><a href="https://www.starbucks.com/" target="_blank">Starbucks</a> is another similar example. Starbucks has chains around the world that produce plastic cups that go straight to the landfill. And yet, they're great at spinning themselves as "eco-friendly" with fairtrade coffee and cups made up of recycled material. As a result, people love Starbucks and don't have negative feelings towards it, despite its enormous success and high prices.</p><p>You should consider using green in your advertising if your product or service aligns with wealth or health. Want to make people feel healthier or more prosperous? Green branding will make that happen.</p><img src="https://img.ezanga.com/posts/Y57533En_820x225.jpg" alt="Starbucks logo" class="float-left size100pc" width="820" height="225"><p><font color="blue"><h2>Blue</h2></font color><p>Blue is one of the most popular color choices for businesses. It's the color of trust, dependability, and strength.</p><p>Blue is another color that is often chosen by financial and credit institutions. Some examples include PayPal, Visa, <a href="https://www.americanexpress.com/" target="_blank">American Express</a>, Bank of America, and Venmo. These organizations need their customers to trust them with their finances and money, so it's no surprise blue is such a popular choice.</p><p>Technology and social platforms that use this trust-inspiring hue include <a href="https://web.anura.io/demo" target="_blank">Anura.io</a>, IBM, Facebook, <a href="https://twitter.com/home" target="_blank">Twitter</a>, LinkedIn, Wordpress, Dropbox, Skype, Zoom, Samsung, and AT&T. Tech and communication companies can't succeed without the trust of their customers, so blue helps to instill that feeling with bold blue logos.</p><p>Use blue if an essential aspect of your business is the customer's trust in you. This applies to financial institutions, social media platforms, communication tools, technology, and education.</p><p><img src="https://img.ezanga.com/posts/j28dbdja_820x314.png" alt="amex logo" class="float-left size100pc" width="820" height="314"></p><h2>The End of the Rainbow</h2><p>We've reached the end of the rainbow, but other colors deserve honorable mentions, such as:</p><img src="https://img.ezanga.com/posts/cdoYp8H9_820x326.jpg" alt="rainbow of colors" class="float-left size100pc" width="820" height="326"><p><font color="pink"><h3><strong>Pink</strong></h3></font color></p><p>What is the color is love? The answer is light pink. Different shades of pink can represent sweetness or sexuality. Some famous brands that use pink include Victoria's Secret, Cosmopolitan and <a href="https://www.dunkindonuts.com/en" target="_blank">Dunkin Donuts</a>.</p><p><img src="https://img.ezanga.com/posts/mU5Kj5YM_820x139.jpg" alt="dunkin donuts logo" class="float-left size100pc" width="820" height="139"></p><font color="purple"><h3><strong>Purple</strong></h3></font color><p>Purple symbolizes royalty, intelligence, and status. Often, purple is used to sell expensive, luxurious, or decadent products. Many chocolate brands, such as <a href="https://www.cadbury.co.uk" target="_blank">Cadbury,</a> Purdy's and Milka, use purple.</p><p><img src="https://img.ezanga.com/posts/k129RU18_410x410.png" alt="cadbury logo" class="float-center size50pc" width="410" height="410"></p><font color="gray"><h3><strong>White</strong></h3></font color><p>White signifies trust, innocence, and cleanliness. However, brands can't use just white, as it doesn't stand out on its own. For example, <a href="https://www.mrclean.com/en-us" target="_blank">Mr.Clean</a>, the cleaning product brand, does have a lot of white in its branding. But, Mr.Clean adds in other colors, such as red, to balance out the white and make the logo more eye-catching.</p><p><img src="https://img.ezanga.com/posts/oOELfiiI_541x512.jpg" alt="mr clean logo" class="float-center size66pc" width="541" height="512"></p><br><br><p>The hues of colors, their pairings, and the color choices themselves all play a tremendous rule in marketing. The colors you choose for your brand will speak to your customer before any other messaging does. You want to do your research on colors that make you happy, hungry, passionate, or incentivized. </p><p>First, understand how you want your customers to feel when they see your brand, then choose the color that matches that feeling. It can be a fun challenge finding the right color, but once you figure it out, it will be something to be proud of.</p><img src="https://img.ezanga.com/posts/n9baafEf_820x820.jpg" alt="how brands use colors" class="float-left size100pc" width="820" height="820"><em>Source:<a href="https://www.ogilvy.com/ogilvy" target="_blank">Ogilvy.com</a></em>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/the-role-of-color-in-brandingFri, 01 May 2020 15:00:00 -0400color emotion guidecolors that make you happywhat color is loveWhat are the major challenges in detecting Ad Fraud?https://www.ezanga.com/blog/what-are-the-major-challenges-in-detecting-ad-fraud<img src="https://img.ezanga.com/posts/95TDf1pU_820x326.jpg" width="820" height="326" alt="What are the major challenges in detecting Ad Fraud?" /><html><body><p>When it comes to e-commerce, a strong advertising strategy can help a business catapult to success. The average small online business spends between $9,000-$10,000 monthly on its online advertising. And those numbers are continuing to grow every year.</p><p>Enterprises invest a lot of time and money into their advertising efforts in the hope that their business will grow. Unfortunately, increasing rates of ad fraud jeopardize some online advertising efforts. And there are significant challenges to detecting ad fraud. So, a business could be a victim without even knowing it. Keep reading for a complete breakdown of the challenges enterprises face in detecting ad fraud.</p><h2>What Is Ad Fraud?</h2><p>Ad fraud is the practice of defrauding digital advertising networks for financial gain. This is achieved by fraudulently representing online advertising clicks, conversions, impressions, or data events.</p><p>In a typical example of ad fraud, a fraudster sends bots to a website to click-through on an ad. The bot isn't a real customer, but the advertiser will have to pay for those clicks.</p><h3><strong>Some Examples of Ad Fraud</strong></h3><p>Some <a href="https://blog.anura.io/how-ad-fraud-may-be-lowering-your-roi-and-increasing-your-cost-per-lead">common types of ad fraud</a> include:</p><ul><li>Bots</li><li>Click fraud</li><li>Traffic fraud</li><li>Impression fraud</li><li>Action fraud</li><li>Conversion fraud</li><li>Retargeting fraud</li><li>Affiliate fraud</li><li>Install fraud</li><li>Ad stacking</li><li>Pixel stuffing</li><li>Ad injection</li><li>Cookie stuffing</li><li>Domain spoofing</li></ul><h2>Why You Should Be Worried About Ad Fraud</h2><p>First, ad fraud can spend your advertising budget without generating any real leads. Most companies set a monthly budget for their advertising tactics. So, if your monthly budget runs out early, potential customers won't see your ad. This ultimately causes you potential sales, decreases your brand awareness, and allows your competitors to grow. `</p><p>Second, some forms of ad fraud can put your customers at risk. For example, a tactic known as domain spoofing occurs when someone puts up an ad falsely associated with your company. They do this to steal credit card information or personal data about customers. Your customers won't understand the difference and may believe it's not safe to shop on your site. This can harm your brand's reputation and cause you to lose future sales.</p><p>Lastly, it can also open your company up to<a href="https://blog.anura.io/payment-fraud-on-the-rise-how-its-affecting-your-organization"> legal claims and legal fees. </a>If a customer is exposed online, they may be able to claim that your company didn't do enough to protect their information.</p></p><h3>Related Post: <a href="https://www.ezanga.com/blog/affiliates-the-legal-issues-you-should-look-out-for" target="_blank">Affiliates-The Legal Issues You Should Look Out For</a></p><img src="https://img.ezanga.com/posts/m68l6IUp_820x548.jpg" alt="picture showing scales of law symbols" class="float-left size100pc" width="820" height="548"><p><h2>Ad Fraud Challenges</h2><p>Ad fraud has grown over the years. So, why aren't companies stopping this fraudulent activity? There are many obstacles companies face when dealing with this type of fraud.</p><h2><strong>Ad Fraud is Sophisticated and Always Improving</strong></h2><p>Click bots are continually being updated to emulate human behavior, making them harder and harder to detect.</p><p>Ad fraud is a type of scam, and the people running these frauds are continually adapting to avoid getting caught. These fraudsters are getting more sophisticated every day, so it takes a lot of work to stay up to date and keep up with the trends.</p><p>As soon as you implement a rule that stops them from earning their money, they start working on ways to get around that rule. It's a game that never ends and requires a lot of attention.</p><p>Luckily, there are ad fraud detection platforms, such as <a href="https://www.anura.io/">Anura</a>, that are available. Anura integrates with a business's web assets to receive accurate and real-time responses about the quality of visitors. This allows companies to make real-time decisions on how to handle fraudulent visitors and stop the source of this "bad traffic."</p><h3><strong>Huge Payouts</strong></h3><p>It's estimated that one-third of all online advertising revenue goes to ad fraud. This high payout makes this field very lucrative and attractive for scammers.</p><img src="https://img.ezanga.com/posts/59p9UHe3_820x578.jpg" alt="picture showing guy surprised with money flying out of a laptop" class="float-left size100pc" width="820" height="578"><p><h3><strong>Lack of Laws</strong></h3><p>Unfortunately for advertisers, there are little penalties set in stone for advertising fraudsters. It can be challenging to prove who committed the fraud, and they aren't always in the same jurisdiction or country as the victim. This means that most ad fraud isn't prosecuted.</p><h3><strong>A Detail-Orientated Team</strong></h3><p>To see that ad fraud is happening to you, a company needs to realize their ad performance is decreasing. However, this can often be overlooked. Some ways ad fraud can be overlooked are:</p><ul><li>A company or a team may think they are having an off month or two, so they don't realize something is wrong for months.</li><li>A marketing team has recently seen a change in employees, and the new hires aren't aware of past advertising performance.</li><li>The company doesn't correctly compare their month-to-month performance to understand there's a downturn.</li><li>The decrease in advertising performance coincides with other company factors, such as a merger, that seems to explain away the problem. Or, the poor results coincide with the company's off-season, which appears to explain the lack of results.</li><li>The company is trying a new type of online advertising, so they don't have a metric for how it should perform, and don't realize the results are poor.</li><li>The company runs such big budgets or extensive campaigns that they don't realize they're losing performance on their ads.</li><li>The advertising platform isn't giving you the information you need to detect the fraud because they're culpable. For example, you choose to conduct affiliate marketing with a blogger in your industry. The blogger tells you how many conversions to expect for your level of spend. The blogger can use ad fraud tactics on your ads. So, your results will falsely match up to what the blogger told you, so you never realized you were scammed.</li></ul><p>Whatever the case may be, it's hard to expect a business to catch onto ad fraud immediately. Unfortunately, that likely means most companies are losing one-third of their advertising revenue for months before they even realize something is wrong.</p><p>When they do understand, they take a long time to act on a solution. Companies must work quickly to rectify an ad fraud situation. Even if you don't suspect you are a victim of ad fraud, reach out to Anura for more information to better understand your risk. Chances are, if everyone is losing one-third of their ad revenue, so are you.</p><img src="https://img.ezanga.com/posts/Kab6Jm9L_820x326.jpg"alt="picture showing team around conference table collaborating" class="float-left size100pc" width="820" height="326"><h2><strong>Choosing the Wrong Ad Fraud Detection</strong></h2><p>Advertising fraud protection is a relatively new service. There are already a lot of products on the market that claim to help you reduce ad fraud, but it's up to you to do your research and ensure you go with the right choice. For example, Anura uses hundreds of data points and continuously updates its platform to catch 200-300% more fraud than competitors. Anura is a solid choice for ad fraud detection, but without research, a business may go to one of the underperforming ad fraud detection options available on the market.</p><p>One way to tell if you're choosing a remarkable ad fraud detection product is if they offer a free demonstration of their platform. If a company has a robust platform that is capable, impressive, and easy to use, it should be able to show it off to potential new clients. Go onto the website of any company you're considering using for ad fraud detection and look for a "free demo" option. Note, this demo should never cost you anything other than your time.</p><p>Anura stands behind its platform and is happy to offer<a href="https://www.anura.io/"> free demos</a> to all future clients.</p><img src="https://img.ezanga.com/posts/m93P186I_820x326.png"alt="guy in suit looking thru binoculars at laptop" class="float-left size100pc" width="820" height="326"><h2>Ad Fraud Detection Increases Revenues</h2><p>Are you really okay with accepting that one out of every three dollars you spend on online advertising is being wasted? There is no reason you have to accept this statistic will apply to your organization. You depend on your advertising revenue to generate sales, increase brand awareness, and help your business grow. And the right ad fraud detection can help to minimize fraud and zero in on the meaningful traffic.</p><p>Anura analyzes billions of requests daily. And, it's able to achieve impressive results for its client by focusing on the visitor, not the ad or the content. Every visitor is inspected, in real-time, to see if they carry out a real conversion or action. Anura's engineers are continually updating and improving the platform to stay ahead of the fraudsters. This positions us at top of the line in ad fraud detection success.</p><p>Once we've identified a threat to your web assets, you can use the insightful dashboards on Anura to strengthen your defenses against those specific threats.</p><p>Anura is incredibly user-friendly, allowing you to get up and running almost immediately. Anura provides its clients with documentation, integration guides, quick-start materials, and phone support so that ad fraud detection can begin right away.</p><p>Take back control of your business' advertising budget, your online traffic, and your business' growth potential. <a href="https://web.anura.io/demo?hsCtaTracking=ec04ee7a-e1af-4c78-a8da-875de93f2623%7Cc76f6afb-c5cb-49ec-8920-7bcd4b1763c7">Contact Anura today for a free demo of the product.</a> </p></body></html>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/what-are-the-major-challenges-in-detecting-ad-fraudFri, 10 Apr 2020 12:16:00 -0400Ad FraudAffiliate fraudCampaign ManagementMitigating Fraud in Your Affiliate Networkhttps://www.ezanga.com/blog/mitigating-fraud-in-your-affiliate-network<img src="https://img.ezanga.com/posts/km1JW2f3_820x326.jpg" width="820" height="326" alt="Mitigating Fraud in Your Affiliate Network" /><head><meta name="title" content="Mitigating Fraud in Your Affiliate Network"></head><body><p>When done correctly, affiliate marketing can be a huge revenue booster for any business. In 2017, companies across the world spent <a href="https://hostingtribunal.com/blog/affiliate-marketing-stats/#gref">$12 billion</a> on this marketing avenue; Business Insider has projected that the market will continue to grow at a rapid pace of 10% every year through at least 2021. In 2020, businesses throughout the United States are expected to spend<a href="https://www.business.com/articles/why-smbs-use-affiliate-marketing/"> $6.8 billion </a>on affiliate marketing. Both large and small businesses are rapidly adopting affiliate marketing programs. With <a href="https://www.business.com/articles/why-smbs-use-affiliate-marketing/">16% of all online orders</a> generated through affiliate marketing, it would be a mistake to ignore this opportunity.</p><p>However, with affiliate marketing comes the potential for affiliate ad fraud. Keep reading for a complete guide on what affiliate marketing is, what affiliate marketing fraud is, and tips for how you can prevent it.</p><h2>What Is Affiliate Marketing?</h2><p>Affiliate marketing is a performance-based online marketing tactic. Under this structure, a company rewards an affiliate for each visitor, customer or purchase that results from the affiliate's own marketing efforts. <br></p><p>Affiliate marketing generally involves three elements:</p><ol><li><p>An affiliate agrees to place your company's ad on its own website.</p></li><li><p>A potential customer interacts with that ad on the affiliate's website, with that interaction considered a conversion.<br></p></li><li><p>The affiliate gets a commission for that conversion.<br></p></li></ol><p>The specific interaction that counts as a "conversion" varies depending on the program you've set up. A conversion might be defined as an impression — the potential customer simply viewing the ad and therefore becoming aware of your company's services. It might also be defined as a click-through from that ad to your website, as an action taken by the potential customer once on your site, or as an actual sale made on your site.<br></p><p>Some of the most popular affiliate programs are:</p><ul><li><p>Amazon Associates</p></li><li><p>eBay Partners</p></li><li><p>Shopify Affiliate Program</p></li><li><p>Rakuten</p></li><li><p>Clickbank</p></li><li><p>Google AdSense</p></li></ul><br><p><img src="https://img.ezanga.com/posts/PloooXVj_820x615.jpg" alt="diagram of what is affiliate marketing" class="float-left size100pc" width="820" height="615"><p><p><p><h2>Benefits of Affiliate Marketing</h2><p><p><h3>Gaining a Motivated Partner<br></h3><p>The most obvious benefit is that you're putting the affiliate partner to work for you. The affiliate partner only receives a commission if it can drive a customer to complete your desired conversion on their site. It, therefore, benefits the affiliate to actively draw its audience's attention to your ad.<br></p><h3>Broadening Your Audience</h3><p>Most reputable affiliates have a large, established audience, so when your ad appears on their site, you're getting access to a lot of eyeballs. Affiliate marketing programs also allow you to aim your ads at specific viewer demographics. This means you can use the program as a way to raise your company's overall profile or as an opportunity to target a new audience.</p><h3>Boosting Your Reputation<br></h3><p>By working with large, well-known affiliate partners, you benefit from their reputation; your business is automatically associated with theirs in the customer's mind. When affiliates promote your products, it's like getting their stamp of approval, which helps build initial trust. This is particularly helpful for small businesses, which can come across as much larger and therefore more impressive to new customers.</p><h3>Keeping Advertising Affordable<br></h3><p>Unlike traditional print and display advertising, you only need to pay when you get the result you want. You can also track and evaluate the data generated by the conversions to make improvements along the way. This way, you're not wasting your precious marketing budget on ineffective ad messaging.</p><p>You might also choose to use an affiliate program to tentatively explore a new direction for your company. Entering a new market can be complicated, as it involves building new campaigns, researching new demographics and developing new messaging. An affiliate program can let you dip a toe into these waters to see if there's any chance of success without committing to a potentially expensive dead end.<br></p><h3>Increasing Your Traffic</h3><p>An affiliate marketing program is a great way to generate a positive feedback loop for your business. The more sites with backlinks to your product, the more traffic you'll attract; the more people become aware of and search for your product, the higher your website will rank on search engines. All of this leads to more brand awareness, more brand recognition, and most importantly, more sales.</p><p>Many businesses use several affiliate programs with different partners to maximize the potential for increased traffic.</p><p><Center><h2>What Is Affiliate Ad Fraud?</h2><p>With so many possible benefits, there has to be a potential danger as well. Affiliate ad fraud refers to illegal or unethical affiliate activity that's meant to deceptively inflate the number of conversions, thereby robbing your company of its ad budget.<br></p><h3>Affiliate Marketing Fraud That Increases Commissions</h3><p>Since an affiliate is only paid when a conversion occurs, an affiliate may pretend to be a customer by creating false conversions. If your conversion is a free action such as signing up to receive your company's newsletters, an unscrupulous affiliate might repeatedly sign up with multiple fake names and email addresses. This type of affiliate marketing fraud is more likely to come from small affiliate partners, such as independent bloggers and social media influencers.</p><h3>Affiliate Marketing Fraud That Depletes Ad Budgets</h3><p>The second type of affiliate ad fraud focuses on depleting a business of its advertising dollars. Most companies set a maximum monthly budget for their affiliate program. Once the budget runs out, the ads won't display until the next month. This provides an opportunity for your company's competitors, rather than your affiliates, to undercut your ad budget. In a scenario where the conversion is defined as a click-through from the affiliate ad to your website, a competing business might click on the ad over and over again. These kinds of scammers have no intention of being a real customer on your website; they simply want to force you to burn through your ad budget paying for their bogus clicks.</p><h3>Other Types of Affiliate Ad Fraud</h3><p>Both of the above types of affiliate fraud are much less likely to occur if conversions are strictly defined as sales since in that case, the fraudster would lose money by creating bogus conversions. However, the ever-evolving nature of the internet constantly creates new ways of committing affiliate fraud. Some <a href="https://www.investopedia.com/terms/a/affiliate-fraud.asp">newer types </a>of types of affiliate fraud include:</p><ul><li><p>Using stolen data for lead generation – for example, illegally obtaining an email list of real people and adding them all to a newsletter subscription, thereby receiving a commission on all the email addresses<br></p></li><li><p>Using stolen credit cards to generate sales</p></li><li><p>Getting customers to download malware that automatically inserts an affiliate code <br></p></li><li><p>Hijacking a URL to pick up a referral from the redirect</p></li><li><p>Buying pay-per-click ads on the search terms of another company's name or product that ranks highly</p></li><li><p>Cloning another affiliate partner's website content to steal away its traffic</p></li><li><p>Cookie stuffing, which occurs when a user gets his browser surreptitiously tagged with a piece of affiliate-related data during an unrelated website visit; if the user later visits the target website and makes a conversion, the cookie tricks the browser into counting it as an affiliate conversion</p></li><li><p>Using bots to spam a website through an affiliate link</p></li></ul><p>No matter what form it takes, affiliate ad fraud impacts everyone negatively. The business loses its advertising budget, the affiliates may lose the trust of their partners, and customers are duped into unintended actions. A customer tricked through affiliate ad fraud may even ultimately blame the business rather than the fraudster. <br></p><br><img src="https://img.ezanga.com/posts/Y5jNEFDC_820x461.jpg" alt="cartoon thief getting money from a computer" class="float-left size100pc" width="820" height="461">><br>/<p><h2>Detecting Affiliate Marketing Fraud</h2><p>Affiliate ad fraud is growing every year, with no signs of slowing down; on the contrary, fraud tactics are becoming more sophisticated and harder to detect. Ad fraud, including affiliate fraud, cost advertisers over<a href="https://multichannelmerchant.com/blog/tis-season-marketing-fraud-bots/"> $35 billion in 2018 </a>and an estimated $42 billion in 2019. </p><p>It is ultimately on your business to detect affiliate marketing fraud before it hurts you since it's your advertising dollars being wasted, your potential sales lost, and your customers put at risk. Unfortunately, ad fraud is quite challenging to detect on your own, since the visitors and conversions can look very real. <br></p><p>Luckily, there are solutions out there. <a href="https://www.anura.io/">Anura </a>is a platform that specializes in detecting ad fraud. Anura does this by focusing not on the ad or on the content, but on the visitor. The platform validates e-commerce users in real-time, not only detecting ad fraud but also collecting data, analyzing the performance of your ads, and providing recommendations on how to optimize those ads for better performance.</p><p>Anura's system evaluates billions of transactions every day in real-time. Thanks to decades of experience and its team of highly skilled engineers, Anura has had zero false positives when flagging ad fraud and catches between 200 to 300% more fraud than its competitors.</p><p>With Anura, you can detect fraudulent traffic, eliminate it, and focus on the real customers coming to your website. <a href="https://web.anura.io/demo?hsCtaTracking=ec04ee7a-e1af-4c78-a8da-875de93f2623%7Cc76f6afb-c5cb-49ec-8920-7bcd4b1763c7">Contact Anura today for a free demo</a> on the platform and its capabilities.</p><p><h3>Related Post: <a href="https://www.anura.io/hubfs/Anura-Affiliate-Marketing-Fraud-101-E-book.pdf” target="_blank">Affiliate Marketing Fraud 101 eBook</a></p></body></html>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/mitigating-fraud-in-your-affiliate-networkTue, 31 Mar 2020 09:10:00 -0400Ad Fraud Has Killed Your Campaign ROIhttps://www.ezanga.com/blog/ad-fraud-has-killed-your-campaign-roi<img src="https://img.ezanga.com/posts/3O5m78OM_820x326.jpg" width="820" height="326" alt="Ad Fraud Has Killed Your Campaign ROI" /><html><body><p>Ad fraud has inflicted ad campaigns for years. Unfortunately, the problem seems to be growing exponentially and shows no sign of slowing down. Ad fraud is difficult to combat, but it is absolutely necessary for businesses to do so because it destroys campaign ROI and wastes precious resources.</p><p>In order to determine the best way to combat ad fraud and stop it from destroying campaign ROI, we should look at each type of ad fraud, and the <a href="https://www.anura.io/ad-fraud-calculator" target="_blank"> impact it has on businesses.</a></p><h2>What is Ad Fraud, and How is it Perpetrated?</h2><p>While there are many different definitions of ad fraud, according to <a href="https://www.anura.io" target="_blank">Anura.io</a>, <a href="https://blog.anura.io/adfraud101" target="_blank">ad fraud</a> is the practice of viewing, clicking, converting or generating false interactions with any web asset for the sole purpose of earning money directly or indirectly". And it is essential to note that despite widespread belief, internet bots are not the only practitioners of ad fraud. Human fraud farms are used to commit ad fraud too.</p><p>No matter the type of ad fraud methods used by bots, malware, and humans, they all negatively impact on campaign ROI. That being said, to combat the methods used, it is necessary to know the difference in the methods so each one can be targeted to ensure maximum success at fighting back.</p><p>Click fraud involves the use of internet bots, malware, or click farms to skew the results of pay per click campaigns by having bots and human fraud farms click links to generate leads for the advertiser, and the fraudster earns marketing dollars. Another form of this is known as lead generation. Lead generation fraud describes the process of something or someone filling out a lead form, but not out of genuine interest for the products or services provided by the company, but solely to steal marketing dollars. This type of ad fraud is most often the one undertaken by human fraud farms, where stolen information is used to complete lead forms in order to gain financial compensation.</p><p>False page impressions is another fraud method used that occurs when internet bots or click farms visit a site to falsely boost traffic.</p><p>Affiliate fraud happens where traffic is diverted from legitimate sites to other websites in an attempt to gain referral dollars.</p><p>Unfortunately, the presence of ad fraud is growing exponentially, and it shows no sign of slowing down any time soon. It's tough to combat ad fraud because the internet bots responsible for fraudulent activity are always evolving and changing their behaviors - which makes them incredibly hard to detect. At first glance, the behavior of modern internet bots is seemingly human-like. The bots can click on ads along with a myriad of other tasks, such as playing videos and performing searches, to make them appear less suspicious. It's for this reason that they're a favorite tool of fraudsters to help defraud marketers.</p><p><img src="https://img.ezanga.com/posts/9hBZp0Sk_820x326.jpg" alt="Confused guy looking at computer data" title="Confusion" class="float-left size100pc" width="820" height="326"><p><h2><strong>Ad Fraud's Impact on Campaign ROI</strong></h2><p>The types of ad fraud perpetrated against businesses, and how it's done, may vary, but they all impact on campaign ROI. Adobe has recently estimated that around<a href="https://www.wsj.com/articles/fraudulent-web-traffic-continues-to-plague-advertisers-other-businesses-1522234801">28 percent of web traffic is fraudulent</a>. This myriad of deceptive traffic was deemed to have come from bots and click farms - both unwanted sources.</p><p>Online ad fraud has a devastating impact. Advertiser confidence suffers as a result of ad fraud, it's an unnecessary expenditure, and the fraudulent impressions and leads results in a lack of meaningful engagement that could result in conversions and leads.</p><p>Lead generation fraud, in particular, has increased exponentially over the past few years, and industry experts have been warning against it because it reduces campaign value and has a significant negative impact on campaign ROI. <a href="https://www.juniperresearch.com/press/press-releases/advertising-fraud-losses-to-reach-42-bn-2019">Juniper</a> recently estimated that around $42 billion would be lost as a direct result of ad fraud on an annual basis. This is attributed to the ever-increasing complexity of techniques used by fraudsters, both internet bots, and humans, to hide their fraudulent activity.</p><p>When leads are fraudulently generated and misrepresented to advertisers, the success of the campaign and the demographics successfully targeted can't be assessed. Incentivized browsing is very harmful to the world of online advertising. If campaigns are left without a solution in place to combat ad fraud, businesses run the risk of losing considerable sums of money. To help combat the risk of ad fraud, businesses should consider partnering with a company offering ad fraud solutions. Failure to do so can result in a devastating impact on an ad campaign's return on investment.</p><h2><strong> </strong></h2></p><img src="https://img.ezanga.com/posts/bBXj08hp_820x326.png" alt="frustrated guy in suit punching thru laptop " title="Confusion" class="float-left size100pc" width="820" height="326"></p><h2><strong>How to Know if Your Business is at Risk of Ad Fraud</strong></h2><p>When acquiring leads from a network, it's essential to ensure you have a strong relationship with the network before accepting leads for your campaign. Even when you feel that you can trust a business network, there's always the chance that the leads may not be coming from reputable sources.</p><p>If your publisher is helping to broker leads through a network, the chances are that they may not be coming from a reputable source. It's possible to manage leads responsibly and detect and remove fraudulent leads at the point of entry.</p><p>The truth is, no business is entirely safe from lead generation fraud when they're going it alone. There are options available in the industry to help your business stay safe and make the most of ad campaigns without running the risk of losing out money to fraudsters.</p></p><img src="https://img.ezanga.com/posts/bc83735p_820x326.png" alt="guy in suit opening shirt like a super hero and showing his strength" title="Confusion" class="float-left size100pc" width="820" height="326"></p><h2><strong>The Importance of Ad Fraud Solutions</strong></h2><p>Working with ad fraud solutions can help your business in a number of ways. You can protect your ROI and ensure that your ad campaign is as meaningful as possible. Having the support of a reputable ad fraud solutions company helps you to stay one step ahead of ad fraud and reduces the likelihood that your business wastes money on an ineffective ad campaign.</p><p><a href="https://www.anura.io/">Anura.io</a> is the provider of best-in-class ad fraud solutions that can help your business make the most of its ad campaigns. By utilizing a number of industry-leading solutions, Anura can help you to detect fraud and take the appropriate action in a heartbeat.</p><p>Anura has helped countless businesses transform the way in which their advertising campaigns work while staying safe from ad fraud. To find out more about the quality service we provide, contact us today.</p></body></html>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/ad-fraud-has-killed-your-campaign-roiFri, 27 Mar 2020 09:12:00 -0400How do PPC Fraudsters Make money?https://www.ezanga.com/blog/how-do-ppc-fraudsters-make-money<img src="https://img.ezanga.com/posts/P7L0JXBY_820x326.jpg" width="820" height="326" alt="How do PPC Fraudsters Make money?" /><head><center><meta name="title" content="How do PPC Fraudsters Make money?"></head><body><p>Pay-per-click (PPC) advertising has become one of the most common types of advertising, but with that, problems have arisen. Ad fraud is one of the biggest problems associated with PPC advertising, so anybody who uses it as part of their marketing plan should understand how PPC fraud works. Fortunately for you, we've got all you need to know about what PPC fraud is, how it works, and what you can do to combat it.</p><h2>How Does PPC Work?</h2><p>No matter what type of advertising you use, you have to pay for the ad. With traditional advertising, you simply pay a flat rate based on the perceived value of the ad. However, that isn't a very effective method of advertising since it doesn't tell you is whether the ads are reaching your target audience.</p><p>PPC advertising aims to solve that problem by allowing you to pay for advertising solely based on interaction with the ad. Instead of paying a one-time fee to have your ad placed on a website or a search engine results page, you only pay for each click your ad gets. It is a great way to advertise because it ensures the advertiser gets the most bang for their buck by only paying for ad interactions. Additionally, it's easy to measure how many people clicked on an ad, making PPC a fairly simple form of advertising for all parties involved.</p></p><img src="https://img.ezanga.com/posts/6HEhg41I_820x326.jpg" class="float-left size100pc" width="820" height="326"></p></p><h3>Related Post: <a href="https://www.ezanga.com/blog/the-seven-important-kpis-for-your-ppc-campaign" target="_blank">The Seven Important KPIs for Your PPC Campaign</a></p><h2>The Problem with PPC</h2><p>Despite offering a lot of great benefits, there's one problem with PPC: results can be manipulated. Because PPC uses such a simple metric to determine whether a website visitor has interacted with an ad, that metric can easily be faked to make the ad appear more successful than it actually was.</p><p>Considering the switch from pay-per-impression (PPI) to PPC advertising was primarily due to PPI having ineffective metrics, this is a significant problem. You should be able to purchase PPC advertising without having to worry that the click numbers might be artificial, and you may end up paying more than you should have. The first step in learning how to combat this type of fraud is understanding exactly how it works.</p></p><img src="https://img.ezanga.com/posts/F7omM2Rh_820x326.jpg" class="float-left size100pc" width="820" height="326"></p><h2>PPC Fraud</h2><p>When you start an advertising campaign, you should always have a budget for how much you're willing to spend to ensure a successful campaign. However, this can be a little tricky with PPC ads, especially if you become a victim of ad fraud.</p><p><a href="https://web.anura.io/check-out-anura-ad-fraud-calculator" target="_blank">PPC fraud, ad fraud, or click fraud</a> are terms used to describe fraudulent activity involving PPC advertising. Since clicks are essentially the currency of this form of advertising, they're the central piece to the puzzle. The goal of PPC fraud is to artificially increase ad clicks, so you pay more money. It's a perfect crime in many ways since it would merely look like the ad performed exceptionally well. However, you can tell if you've become a victim of click fraud if your bounce rate suddenly skyrockets. Your bounce rate is the percentage of visitors that leave your website after a short time, which would be the case for every fraudulent click on your ad.</p><p>What makes PPC fraud so difficult to deal with is the complexity of it. While clicks are a straightforward metric for measuring advertising impressions, impression fraud experts take things a step further by creating sophisticated BOT scripts that allow them to manipulate a PPC ad with no manual effort. Fraudsters use these scripts to emulate thousands of ad clicks and timed site visits, so the clicks appear to be genuine.</p><p>The <a href="https://web.anura.io/check-out-anura-ad-fraud-calculator" target="_blank">cost of PPC fraud</a> can be massive. Let's say you're paying $1 per click; during a regular month, you might spend a few thousand on PPC advertising. If a fraudster emulates 10,000 clicks on your ad to drive up its price, you suddenly have another $10,000 added to your advertising bill. For small- and medium-sized business owners, that's just not an option.</p><img src="https://img.ezanga.com/posts/o3OWl5P0_820x326.png" class="float-left size100pc" width="820" height="326"></p><h2>Protecting from PPC Fraud</h2><p>A good piece of news about PPC fraud is that there are ways to protect your business from it and prevent it from happening to you. Protecting yourself from PPC fraud starts with having a way to identify fraud as it's happening in realtime, which is the system you get when you invest in PPC fraud detection services.</p><p>An ad fraud detection service, like Anura, gives you an automated way to fight back against PPC fraud. Every click request is processed through the fraud detection system, and fraudulent traffic is flagged automatically, so you don't have to worry about manually reviewing each click request. Having an ad fraud detection system helps you reduce wasted resources and allows you to spend more time focusing on your business and how you can grow it.</p><p>Besides helping you spot ad fraud, Anura can help you understand your click traffic data in a simpler way. All of the data Anura analyzes is displayed in a convenient dashboard that provides insights into your website traffic. The reporting API allows you to take that data and analyze it in whatever way you want. And if you ever need help with anything, Anura has quick-start guides and documentation, or you can use the email and phone support systems if you still need some help.</p><p>With 25% of the traffic on the internet being fraudulent, it's more important than ever to protect your business and filter out that traffic. With an ad fraud detection service like Anura, you don't have to worry about ad fraud costing you time or money. If you're sick of dealing with ad fraud, <a href="https://web.anura.io/demo" target="_blank">get Anura today</a> and see the difference for yourself.</p><p>/body></p></html>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/how-do-ppc-fraudsters-make-moneyMon, 23 Mar 2020 15:44:00 -0400The Seven Important KPIs for Your PPC Campaignhttps://www.ezanga.com/blog/the-seven-important-kpis-for-your-ppc-campaign<img src="https://img.ezanga.com/posts/f346Y63c_820x326.jpg" width="820" height="326" alt="The Seven Important KPIs for Your PPC Campaign" /><html><body><p>Key performance indicators, often shortened to KPIs, are commonly used as easily measurable metrics that demonstrate how well something is working. Conversely, they're often the easiest way to tell if something isn't as effective as you'd like.</p><p>KPIs play a fundamental role in pay-per-click campaigns. They allow you to track the performance of your ads and improve them as you go. The seven KPIs listed below are the most important and demand your immediate consideration.</p><h2>1. Clicks</h2><p>A click is the first stage of every conversion. This means that clicks are an early indicator of your pay-per-click campaign's efficacy. Measuring how many people have clicked on your ad is essential. If your ad isn't appealing to the target audience, you might consider changing it.</p><p>If certain ads are garnering more clicks than others, you may wish to focus on the more popular ads instead. While a high number of clicks is the first sign of a potentially successful campaign, it shouldn't be the sole factor that encourages you to think of your campaign as successful.</p><h2>2. Click-Through Rate </h2><p>The CTR is directly related to your number of clicks. It's the measurement of how many people actually clicked on your ad compared to the number of impressions it received. Calculating your CTR is simple. If your ad was shown to 1,000 people and ten of them clicked it, your CTR is one percent. This metric is arguably more important than your total number of clicks as it helps you gauge the effectiveness of your ad.</p><p><img src="https://img.ezanga.com/posts/S3W0PYTe_820x98.png" alt="picture showing click-thru rate equals the number of clicks divided by number of impressions" class="float-left size100pc" width="820" height="98"><p><h2>3. Conversion Rate</h2><p>This is one of the more important KPIs that you should monitor regularly. Sure, it's great getting a lot of clicks, but your pay-per-click campaign isn't really working if none of them are converted.</p><p>Whatever action you're encouraging potential customers to take, whether it's making a phone call, filling out a form, or requesting a tailored quote, may need optimization if users aren't completing the action after clicking on your ad.</p><img src="https://img.ezanga.com/posts/DJ98Z5eE_820x101.png" alt="picture showing conversion rate equals the number of conversions divided by number of clicks" class="float-left size100pc" width="820" height="101"></p><h2>4. Cost Per Click</h2><p>Cost per click tells you how much you pay when a user clicks on your ad. This number will depend on multiple elements, but it's crucial for businesses of all sizes to keep it in mind and adjust to it on an as-needed basis.</p><p>It's common for smaller businesses to try and keep expenditure to a minimum, opting for a campaign with the lowest possible cost per click, only to find that it's not effective enough. Increasing cost per click investments can change this. While it may initially have a negative impact on a business's advertising budget, it could seriously pay off in the future.</p><img src="https://img.ezanga.com/posts/Cj3icide_820x94.png" alt="picture showing cost per click equals the total cost of advertising divided by number of clicks" class="float-left size100pc" width="820" height="94"></p><h2>5. Cost Per Conversion</h2><p>The cost per conversion KPI is the price that advertisers end up paying for each new customer they acquire. It's calculated by dividing the cost of conversions by the number of conversions. Observing this KPI is helpful when businesses want to determine if they're <a href="https://blog.anura.io/how-ad-fraud-may-be-lowering-your-roi-and-increasing-your-cost-per-lead" target="_blank">spending too much or too little</a> on attracting customers.</p><h2>6. Quality Score</h2><p>Google utilizes a metric known as Quality Score to rank ads and it's calculated by using several factors. The three main factors that Google uses are the ad's CTR, ad relevance, and the user's experience shortly after landing on your website. Ideally, your ad should score between 7-10.</p><p>There's a range of benefits that a high-quality score can give you, including higher ad positions and a lower cost per click. This important KPI can save a business money in the long run if they adhere to the requirements.</p><h2>7. Budget Attainment</h2><p>Budget attainment is an important KPI and it's often overlooked in pay-per-click campaigns. This KPI provides a considerable amount of information about how everything in the campaign is managed. Failure to adhere to a campaign budget means that businesses could<a href="https://web.anura.io/check-out-anura-ad-fraud-calculator" target="_blank"> lose out on a lot of money.</a></p><p>It's often difficult for marketers to stay precisely within their budget. Sometimes they may spend over or under the predetermined budget amount. Difficulties with keeping everything consistent and accounting for innate fluctuations of pay-per-click prices are why businesses often overlook this critical KPI.</p><p><img src="https://img.ezanga.com/posts/j8CDF7pP_820x412.jpg" alt="Guy in suit checking off a shield" class="float-left size100pc" width="820" height="412"><p><h2>Staying Safe from Click Fraud</h2><p><a href="https://web.anura.io/demo" target="_blank">Find out more</a> about click fraud and it's far-reaching effects. Click fraud can happen to any business that uses pay-per-click advertising. It's an unfortunate industry truth that people or automated scripts can manipulate ad campaigns by clicking on ads with no intent to buy the product or sign up for the service.</p><p>Thankfully, there are companies that monitor for ad fraud and help users develop solutions for better ad security. <a href="https://www.anura.io/">Anura</a> is one company that provides this service, among others.</p><p>Anura specializes in technology that analyzes and reports website visitors. The company also flags any invalid or non-relevant traffic you may experience. Anura stays on top of the latest industry developments by consistently implementing new technologies. They strive to provide you with the best in-class solutions to ad fraud.</p>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/the-seven-important-kpis-for-your-ppc-campaignFri, 06 Mar 2020 10:10:00 -0500Digital AdvertisingKPIsPPCThe Importance of PPC Marketinghttps://www.ezanga.com/blog/the-importance-of-ppc-marketing<img src="https://img.ezanga.com/posts/M7Kg604k_820x326.jpg" width="820" height="326" alt="The Importance of PPC Marketing" /><p>When considering a digital advertising strategy, Pay-Per-Click (PPC) marketing should be high on the priority list. PPC campaigns are effective digital strategies that help increase traffic to your website and drive conversions. However, to see the benefits of PPC marketing, companies need to know how to set up their campaigns properly. PPC campaigns need to be set up for the right keywords at the proper bidding amounts, and the campaigns need to be monitored frequently for performance and <a href="https://blog.anura.io/adfraud101" target="_blank">ad fraud.</a></p><p>Keep reading for a breakdown of everything you need to know about PPC marketing.</p><h2>What is PPC Marketing?</h2><p>Pay-per-click marketing, also known as search engine marketing, is a form of digital advertising. Essentially, it's the bidding of ads at the top of search engines when people search for a specific term or keyword. Your pay-per-click campaign may bid on the phrase "local plumber" in your area. Every time a person types this search term into their search engine (Google, Explorer, Firefox), your ad will appear at the top of the page. You only pay if the person chooses to click on your ad and move to your site. So, you're paying to have people visit your website versus hoping they organically find your site.</p><p>PPC campaigns are highly effective because the ads show up above organic search results, so it's the first thing people see when they search for something online.</p><p>You can limit your ads to only show up in your area if you're a local service or only at certain times of the day. Also, you can choose the maximum amount of money you want to spend per day, so you stay within budget.</p><p>There are two leading platforms for PPC marketing, Adwords for Google's search engine or Bing Ads for Explorer.</p></p><h3>Related Post: <a href="https://www.ezanga.com/blog/the-seven-important-kpis-for-your-ppc-campaign" target="_blank"> The Seven Important KPIs for Your PPC Campaign</a></p><img src="https://img.ezanga.com/posts/1p119o10_820x326.png" title="business woman typing on laptop" class="float-left size100pc" width="820" height="326"></p><h2>The Benefits of PPC Marketing</h2><p>PPC marketing continues to be a leading digital advertising strategy. <a href="https://www.socialmediatoday.com/news/2018-ppc-industry-statistics-infographic/526250/"target="blank">SocialMediaToday</a> reported that over seven million advertisers spent a total of $10.1 billion on PPC ads in 2017. And, those numbers continue to grow. There are multiple benefits to PPC marketing that bring advertisers back every year:</p><h3>Cost-Effective</h3><p>Many digital marketing campaigns run on impressions, so you pay for the number of people who view your campaign. PPC marketing only charges you when someone clicks on your ad and lands on your site. And, once a customer lands on your website, they will hopefully convert and make a purchase. For example, if your PPC ad costs you $3 and resulted in a $300 sale, that is an incredible return-on-investment (ROI)!</p></p></p><img src="https://img.ezanga.com/posts/PIfaBT94_820x326.jpg"title="business people shaking hands in front of pile of money" class="float-left size100pc" width="820" height="326"></p><h3>Budget-Friendly</h3><p>PPC campaigns can require big budgets, but you entirely control these budgets. For example, many traditional marketing avenues, like radio advertising, have fluctuating costs that make it challenging to stay within budget. This isn't the case with PPC. You can set your budget and change it anytime you wish.</p><h3>Ways to Get Price Decreases<br></h3><p>PPC campaigns require a lot of work. You need to:</p><ul><li><p>Research what keywords and search terms you should bid on</p></li><li><p>Set up the right campaigns and ads</p></li><li><p>Set up budgets that are aligned with your industry</p></li><li><p>Set up landing pages that are optimized and lead to higher conversion</p></li></ul><p>Search engines, such as Google, want users on their platform to have a positive experience. If you set up campaigns trying to trick people into visiting your site (for example by bidding on keywords of services you don't offer), Google may stop displaying your ad. On the other hand, if you optimize your campaigns and landing pages, so customers stay on your website and even convert frequently, Google will reward you by lowering the costs of your ads.</p></p><h3>Speedy Insights</h3><p>You will see the results from your PPC campaigns very quickly. As soon as you set up your ads and they've been approved, your campaign will immediately start running. You can log on to the platform any time to see your results, including the impressions on your ads, the clicks, your click-through rate (CTR), your cost per click (CPC), and your conversions.</p><p>Additionally, your campaigns start to give you more insight into your customer base. You can see specific demographics of your customer base, such as their age range and gender. You can also see what they search to find your ads, how long they spend on the landing page, and which campaigns seem to drive better results than others. These details allow you to continuously optimize your campaign and your business to give the customer what they really want.</p><p>If you find something isn't working for you, you can make changes on the spot.</p><img src="https://img.ezanga.com/posts/Zb81D89U_820x326.png" title="different robot is police line up"class="float-left size100pc" width="820" height="326"></p><br><h2>What is Ad Fraud?</h2></a><p>For as long as there has been PPC marketing, there has been ad fraud. Unfortunately, due to the highly competitive nature of the digital marketing landscape, some competitors choose to participate in fraudulent activities. The most common type of ad fraud is click fraud.</p><p><a href="https://blog.anura.io/4-ways-click-fraud-sabotages-conversion-campaigns" target="_blank">Click fraud </a> is when a person or automated software clicks on PPC advertisers without ever having the intention of being a customer. The purpose of this is to make a competitor spend their ad budget without ever seeing any results from the ads.</p><p>Other types of PPC marketing ad fraud are:</p><ul><li><p>Impression Fraud: Also known as Display Fraud, this is where individuals use apps or <a href="https://blog.anura.io/the-ultimate-guide-to-internet-bots" target="_blank">bots</a> to send fake views and impressions to campaigns to pose as legitimate audiences.</p></li><li><p>PPC Phishing Scams: This is when ads pretend to be associated with a specific brand in order to steal login information. For example, the criminal party will set up a PPC campaign that bids on a term like "financial institution name + login." They will then create a landing page that looks like it's the financial institution's login page to steal a customer's login information.</p></li><li><p>Ad Hiding/Stacking: This is a type of ad fraud where a website hides ads to trick customers into clicking on them and forcing the advertiser to pay for more clicks. So, an advertisement may be made invisible on a particular portion of the website, causing visitors to click on it without knowing it. These are people that likely have no interest in visiting the advertiser's site. It's a significant waste of money for the advertiser.</p></li></ul></p></p><img src="https://img.ezanga.com/posts/78ZILQgc_820x410.jpg" alt="fraud detection" title="fraud detection" class="float-center size100pc" width="820" height="410"></p><h2>How to Stop Ad Fraud</h2><p>Ad fraud can be incredibly challenging to detect and stop. However, preventing ad fraud is a crucial step to your PPC marketing. If you allow ad fraud to occur, your ad budget can be wasted, and you lose the potential of real customers ever seeing your ads. On average, <a href="https://www.wsj.com/articles/fraudulent-web-traffic-continues-to-plague-advertisers-other-businesses-1522234801" target="blank">approximately 25% of internet traffic is fraudulent.</a> Make sure you have a strategy in place to handle this fraudulent activity.</p><p><a href="https://anura.io" target="blank">Anura.io</a> is sophisticated software that gives you the tools you need to analyze data as it hits your web assets. With Anura's system, you'll be able to easily identify threats and improve the impact, accuracy, and performance of your ad campaigns.</p><p>Anura catches 200-300% more fraud than its competitors. The platform is robust, processing billions of requests on the platform every day.</p><p>Stop losing money on your ad budget. <a href="https://web.anura.io/demo?hsCtaTracking=ec04ee7a-e1af-4c78-a8da-875de93f2623%7Cc76f6afb-c5cb-49ec-8920-7bcd4b1763c7">Request a demo today </a>to find the answer to your ad fraud problem.</p></p>en-usbeth@ezanga.com (Beth Kahn)https://www.ezanga.com/blog/the-importance-of-ppc-marketingFri, 21 Feb 2020 11:55:00 -0500Ad FraudDigital MarketingPPC