3 Ways to Prevent Ad Fraud

“Without paying close attention to the digital environment, the journey to achieving extensive reach and rapidly building awareness can have a lasting negative impact on perception and category growth.”

Sean Cotton, President of Coegi 

Ad fraud is an essential, but often overlooked, part of the advertising campaign building process. At times, marketers focus so heavily on optimizing for a specific conversion that they fail to analyze the quality of media they are purchasing. The absence of protective inventory selection can lower the quality of placement and negatively impact performance.

How can ad fraud affect campaign performance?

Failing to put proper safety parameters in place creates vulnerability to online bots. This can project false conversions or views that skew performance data and cause media waste. Implementing a comprehensive quality assurance process is critical for minimizing fraud risk and creating results for your brand. 

3 Steps to Prevent Ad Fraud

1) Utilize historical data 

Leverage historical campaign data to identify domains with historical ad fraud issues. Also negatively target sites that have been deemed non-brand safe. Continually update this block list with low quality sites using tools such as MOAT to ensure you’re taking preventative measures. 

2) Apply pre and post-bid brand safety filters

Use bid exclusions for brand safety and suspicious activity filtering. Technology partners, such as IAS and HUMAN, provide bid verifications that block IP addresses that are known to be infected with malware and have bot activity.

3) Ensure you’re compliant with data privacy laws

While data privacy compliance is primarily in the hands of publishers, Coegi takes precautions and uses best practices to meet GDPR, CCPA, and PIPEDA compliance. Coegi has forged meaningful partnerships with a number of custom data providers in order to best accommodate our client’s needs, reach the right audience and keep ahead of industry trends.

By executing these strategies, brands can be confident their campaigns are safe from ad fraud and bid on the most effective ad placements. Ad fraud prevention is a top priority at Coegi and a focal point for every campaign build, which results in 80%+ average viewability and less than 1% ad fraud. This leads to better media performance and business results for our clients. 

 

For guidance on how to implement these strategies, reach out to Coegi.

How to Drive Full Funnel Advertising Results With Amazon

As marketers and consumers, we know Amazon is an uncontested advertising powerhouse, dominating everything from e-commerce sales to search traffic to ad spend. In this article, we’ll discuss how CPG advertisers can leverage Amazon’s advertising platform to drive full-funnel marketing results.

The Amazon Advertising Platform offers multiple ways for brands to engage with Amazon’s vast audience by advertising on-site or leveraging their customer data to serve ads across the open internet. Spurred by retail media’s recent explosion in popularity, Amazon Ads is expected to exceed $32B in revenue by 2023. Although many players are entering the market, Amazon is the clear leader with an estimated 76.2% of US e-commerce channel ad spending in 2021

Amazon is frequently utilized for conversion-based, point of purchase advertising. However, there are other underutilized opportunities in the platform for brands to expand their audiences through awareness and consideration tactics that will ultimately lead to sales. Let’s explore how to reach customers at all stages of the consumer journey using Amazon Ads.  

How to establish awareness with Amazon DSP prospecting

Nearly 75% of product research starts with Amazon. Brands cannot ignore this and should ensure they are using the platform to serve awareness-based messaging to new audiences as well as optimizing for search within the site. The Amazon DSP allows brands to use in-market data for first touch prospecting efforts, typically with video or display channels. 

How to build brand consideration with Amazon Sponsored Brands

Sponsored Brand ads place products in front of users during the consideration phase. These ads appear on the search results, generating brand recognition and promoting discovery. They are also designed to help users find the information they are looking for, allowing your brand to position itself as a useful solution to their inquiry. 

How to increase Amazon sales with Sponsored Products

Sponsored Products are keyword-targeted ads promoting an advertiser’s individual listings. They appear in the search results and on product detail pages on Amazon to drive purchases.  Advertisers can select their products to advertise and choose keywords which will trigger ads to appear. Similar to Google Adwords, bids are purchased on a cost-per-click auction. 

Ensure performance with ad quality

Ad quality on Amazon is based on various factors. Implement these best practices to ensure your ad ranks at the top of the search results:

  • Calculate your max CPC to be profitable based on cost per sale
  • Ensure your product has a strong image and title quality
  • Monitor product reviews as they will affect ad quality

Targeting Amazon shoppers

Amazon provides visibility into millions of consumers’ shopping behaviors as they move through the purchase  journey. We are able to collect real-time data based on browsing and purchase intent signals from customers across all channels and touchpoints including AAP, Mobile, Kindle and Fire TV. Any time a customer takes an action on Amazon.com, they can be included in targeting segments.

Brands can utilize in-market targeting to reach audiences actively searching for related products or apply lookalike targeting to reach new people with behaviors similar to their best customers. Additionally, the platform offers a number of targeting variables to be layered onto campaigns, including keyword, product, and category targeting.

Incorporate Amazon into an omni-channel, full-funnel strategy

Despite its broad capabilities, Amazon is still a walled garden. Their data is siloed within their own DSP, which can be a challenge for brands looking to measure cross-channel results and track audiences across all commerce and marketing touchpoints.

At Coegi, we work with our CPG clients to build connected commerce strategies that connect all points of the customer journey together. For CPG brands, this often includes many factors such as DTC, offline and online sales as well as programmatic, social, traditional and even experiential marketing channels. 

Holistically managing your advertising efforts together puts Amazon activity into the context of your broader marketing strategy. Managing all efforts with one team allows for performance trends and learnings to be shared across tactics. Different tactics and budgets should be optimized in a complementary, strategic manner to improve overall performance. 

Using these tactics, your brand can leverage Amazon Advertising Platform to drive consumers through the marketing funnel and support a seamless customer journey.

For more information on how to create an omnichannel commerce strategy using Amazon, contact us at info@coegipartners.com

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