Marketers know well about the impact of bots within digital advertising and search engine optimisation regarding to the whole conversion funnel. On a daily basis work there is a rate of fake traffic you need to know about in order to measure your traffic properly.
Besides using Google Analytics or similar filters to leave fake traffic out of your reports, marketers need to improve human behaviours checking through paying attention to deeper conversion funnel stages, like paid subscriptions or purchases.
It starts with a humble realization of the types of data that can be impacted by bots. Essentially, any on-site click can come from a bot — so any data source that looks at clicks only must be taken with a sizable grain of salt. This includes pages visited and clicks on recommended products or content. The “power user” who looks at every item in your catalogue might not even have a bank account.
But even as bots become more sophisticated, some behaviors, such as actually completing a purchase or paying for media subscriptions, indicate true human behavior. So optimizing your testing strategies by choosing a KPI that indicates genuine human behavior — rather than, say, click-throughs — will help you create a richer data set based on the online activities of genuine users.
Make no mistake: There’s a small efficiency tradeoff. Revenue-based optimization requires far longer experiments than CTR-based tests and is more complicated to attribute. However, over time, revenue-based optimization shows real buyer patterns and can filter out some of the random actions made by bots.
The impact of bots is felt in every corner of the internet. So many bots now follow me on Twitter that I have a good chance of becoming their leader. Marketers who want to ensure that they’re serving experiences that engage real visitors must recognize that the impact of these bots extends far beyond online advertising — and tailor their strategies accordingly.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.