Over the years, I’ve been privy to a lot of data. My own business analytics (my website, blog posts, social presences, etc.), as well as those of my clients, kick off a lot of information. Combine that with the ongoing streams of data from the various marketing campaigns – both search Engine ads and social media ads – I’ve administered over the years and I’ve seen a lot of information about how readers are captured and interact.
Except I don’t believe much of it anymore. Let me explain why and what it means to you.
A few weeks ago, there was a report that Facebook was breaking up an “extensive fake account scam” targeting publisher pages with false “likes.” The idea was to obtain more “friends” for the scammers they could later spam. USA Today was the biggest page hit, losing nearly 6 million “likes.“ because they were fake accounts. Facebook also came under fire for giving publishers and advertisers faulty metrics to evaluate audience reach. Even in the last day, Facebook found an error in how its video carousel ads were reporting and is having to give back cash to advertisers. I don’t think it’s news to anyone that a huge percentage of Twitter accounts are bots, and impressions generated against those bots are a complete waste.
If you read web analytics, you’ve probably encountered “referrer spam.” This has the effect of goosing your visitor numbers up while providing no value. It skyrockets bounce rates and kills conversion rates among other things, but the worst part of it is the added time it takes to address, either through filtering or other means.
Programmatic advertising, which is now nearly all of display and other ads on the web, is rife with fraud. The industry is struggling to verify if ads are seen by humans or even if they’re visible at all. Middleman after middleman “clips the ticket” as money moves from advertiser to publisher, and with over 2/3 of those dollars going to just two entities (Google and Facebook), it’s slim pickings in the publishing world. That means the pressure is on the generate big numbers and bigger results. Of course, if you can’t believe the numbers, how can you evaluate anything anymore?
Here’s how. I know I’m old school and what I’m about to say isn’t as efficient as a trading desk’s programmatic solution, but it actually works. First, take the time to look at the only results that matter. It may be revenue, it may be downloads or app installs, it may be the phone ringing, it may be physical store traffic. I used to worry about conversion rates but since we don’t really know who’s a human out there, the conversion itself is what’s key. Make friends with the sales reps from key publications. Have face to face meetings. You don’t want your sales rep to be a bot either. Pay premiums for premium content and premium results. Programmatic is a race to the bottom, even after you cut through the fraud and waste.
We need to rely on people and only upon the data that can’t be subverted or corrupted. Yes, there are people out there. Let’s go find them.