In our latest fireside chat, Amar spoke to our CMO, Peter Rawlinson, and Mike Fynn from global digital agency Within to talk about the impact of invalid traffic on audience targeting.
Digging Deeper Into Invalid Traffic
Generally, invalid traffic is associated with bots. With fraud farms. All underpinned by criminal activity.
We understand that this kind of traffic lives in the ‘known bad traffic, known not to convert’ category. Conversely, we understand that there is ‘known good, known to convert’ traffic.
But it’s the ambiguous ‘unknown’ traffic where gains and losses can be felt in equal measure. Loss of data, impacting the effectiveness of campaigns. Loss of precious funds, wasting client marketing budgets. And loss of said clients, if agencies aren’t careful.
This unknown traffic requires a more comprehensive analysis – “digging deeper into behavioral characteristics and identifying activity that’s not going to convert,” as Pete says.
That includes unidentified invalid clicks from automated sources, but also from human traffic with metrics such as accidental clicks and clicks with zero intent-to-buy to consider.
In 2021 alone, Lunio identified over 100 million clicks, saving more than $94m for clients based all over the world. Clients such as Within, who’ve seen the benefits of identifying invalid traffic in audience targeting.
Clean Data – Everyone’s A Winner
What benefits have they enjoyed, specifically? In the webinar, Mike talks about one particular client that enjoyed a saving of $800k after Lunio helped Within to identify that 10% of their clicks were coming from invalid sources.
But there’s more. Clean traffic also results in cleaner data. Clean data means more optimized campaigns which means an increase in conversion rates. This is what happened for Within – because of the reduction in invalid traffic, their client saw conversion rates jump by a massive 9%.
The savings and increase in conversion rates convinced the client to reinvest the $800k into newly-optimized campaigns, which will increase conversion and ROAS further. And probably make them even happier with Within’s performance. Everyone’s a winner.
In short, as Mike says, “cleaner data makes for more optimized campaigns. PPC makes the data more usable.”
Another advantage of identifying invalid traffic that Mike and Pete discuss in the webinar is avoiding the impact it can have in the sales cycle of the brand.
Sure, if you identify an invalid click, Google might offer you a refund. But they won’t help you find where it’s gone. They won’t help trace it through your sales cycle and root it out. Once it’s in there, it’s in deeper than dockleaf in your shrub border (I’ve been gardening over the bank holiday, I knew it would come in handy for an analogy).
This skews the data and counters the hard work that goes in to optimizing campaigns.
But clean data isn’t just vital for optimization. To discover the role clean data is going to play in the new privacy landscape, and to hear more valuable insights from a B2B and B2C perspective, watch the rest of the chat here.
Lunio Can Help You
Lunio deals with invalid traffic at its source, stopping it from slipping into your sales cycle and establishing its roots, so to speak.
Whether you’re a marketing agency, or you’re working in-house, get in touch to see how we can help optimize campaigns for your client or your business.