Marketing Strategy | Paid Search
Challenge: Preventing fraud
Solution: Enabling multiple steps for added bot/spam security.
Results: Saved a health for advertiser over $1 Million, that was used to generate more efficient patient bookings.
$1 million saved
fraud clicks blocked
The broader objective of our campaign was to constantly strive for a better Return on Ad Spend (ROAS) through a decreased Cost Per Acquisition (CPA). Once diving into the campaign optimization more, considering the wider targeting – both in terms of geographical focus and the popularity of keywords – our objective was to eliminate waste.
- Strategic Objective: Promote ROAS.
- Tactical Objective: Reduce/Eliminate wasted ad spend.
- Functional Tasks: Aggressively block unwanted geographies, keywords and behaviors.
Analyzing the market conditions, the team felt that there was potential for more effective delivery. We knew that a 3x ROAS is a solid multiplier for most campaigns. But with the current market factors, we knew that the budget could go further.
In fact, the team noted that every campaign with an aggressive budget is going to be a target for spam and fraudulent clicks. The effect of this compounds when you layer in a highly searched topic.
The anticipation was that running ClickCease on the medical firms paid search campaigns would save an additional 10%. In fact, the results that they saw were beyond what even they expected.
- Tightened targeting
- Aggressively develops negative lists and targeting
- Enabled third-party spam blocking
Results were noticeable from the outset. In fact, the effects of blocking fraudulent clicks during a 45 day period, between mid December 2020 and late January 2021, surprised even the team at Corkboard Concepts:
- 233,499 clicks blocked
- 179,488 IP addresses blocked
- 17% decrease in bounce rate
- 27% increase in session duration
Overall, the metrics show that ClickCease helped to filter out 26% of all clicks as fraudulent. Way above the 10% that was originally forecast.
Of course, blocking click fraud is one thing. But the true test of any ad campaign is in the bottom line. The cost per click and the cost per acquisition are the key performance metrics that clients will be looking at.
So how did it do? Within the first 15 days of the campaign, using ClickCease to remove around 26% of all paid traffic, the KPIs show the full story.
The budget in Google Ads went up over 400%. But the cost per conversion dropped by more than 41.5% and the click through rate dropped by just over 21%. Add to this the 18% increase in conversion rate, and it’s clear that blocking click fraud made a huge difference to the performance of this clients’ Google Ad campaign.
Digital marketing agencies looking for the best ways to offer their clients value for money should look to click fraud prevention as standard. Widely seen as an endemic problem in the marketing industry, click fraud costs advertisers an average of 14% of their ad budget.
However, as we’ve seen from this case study, it can often be much more.