Have you ever thought about the fact that your internet advertising is served not only to humans but soulless scripts – bots, as well? The question may seem odd, but according to the range of studies it is argued that almost a quarter of the traffic is generated by robots. Does it mean you just waste a considerable sum of money? Help yourself with a comprehensive article, prepared in collaboration with HTP Digital, a top-star b2b digital marketing agency based in Manchester.
The state of affairs
Incapsula Company, which deals with information security sites, presented an analysis of more than 15 billion visits to over 20,000 sites in 2014. According to their data, 29% of traffic in 2014 accounts for robots. And while some share goes to search engine robots, the lion’s share goes to bots that masquerade as web crawlers. 22% of these entities represent special hacking tools that collect statistics from sites and steal confidential information, a further 3% are the programs that attempt to clean up the data on the targeted sites. For sites with a small percentage of attendance bots traffic is even greater – 31%. Incapsula marks a positive trend: compared with 2013, the share of bots in the traffic of web resources has decreased by 10%, but by the same percentage increase in the number of simulators bot traffic.
Bots that love advertising
According to the study by the American Association of Advertisers, which took place in August and September, 2014, 23% of the largest US video advertising brands get their views from boots. This study was more extensive than the work Incapsula: more than 30 million of websites have been analysed during 60 days. As a result, some advertising video campaigns revealed they attract from 2% to 100% of bot traffic.
In Eastern Europe and Asia, bots are even more active. For several years various sources, in particular BotScaner, say that robots account for no less than 35% of the traffic Russia. In a large percentage of cases, it is not just the search engine crawlers or hacking scripts, but very real cheats that make the owners of advertising platforms – webmasters, agencies that carry Internet traffic, or the promotion of sites and content. Draining advertising traffic from competitors is another trouble.
Unfortunately, the exact figures concerning the video advertising do not exist. But there are some techniques that help find out the real effectiveness of video advertising for any company. For example, a tool developed by mfive for measuring viral videos – Viral Checker. It can help you understand how effective your video views.
Any advertiser in this case a question arises: why pay-per-views, which make the bots? The answer seems obvious. Do not trust the figures: a few million page views may cause euphoria and a feeling of success. This is where unscrupulous contractors aim at. So do not give in to emotions, do not believe your eyes and reports, initiate a deep traffic sources and efficiency analysis and take advantage of different metrics.