As marketing budgets are increasingly directed online, ad fraud is a growing concern for companies both large and small. Those deep in the trenches of media buying often understand this all too well. However, these team members have enough work to do running campaigns and optimizing ad sets.
By building an anti-fraud team, you can fight the ad fraudsters and win. But this success hinges on equipping them with the right resources to mitigate ad fraud. Let’s unpack how this works.
Building a Team to Proactively Manage Fraud Risks
Hiring a dedicated anti-fraud team can help maximize your marketing resources. Of course, this team should be knowledgeable so they can make the right decisions for the company. Here are some key points to keep in mind when assembling an ad fraud mitigation team.
Tracking The Correct Metrics
When creating goals for the ad fraud mitigation team, it’s best to align them with the company’s bottom line. Tracking the number of cases resolved alone doesn’t take into account important factors like sales conversion, false positives, time spent, and customer satisfaction. By keeping a close eye on the metrics that matter, you’ll ensure the best outcomes. CAC, CPC, and revenue are all metrics to track closely.
Ongoing Ad Fraud Tactics Training
The tactics and tools used by fraudsters are widely distributed. When a new method is uncovered, it takes no time at all for floods of new fraud cases to start pouring in. To mitigate these ever-evolving risks, ongoing training is an absolute must. The smartest move is to establish an internal training program that covers every aspect of how ad fraudsters might attack. This includes everything from contact forms to paid search ads.
How Else Can You Beef Up Your Anti-Fraud Efforts?
In the end, reducing ad fraud requires a proactive approach to campaign performance monitoring. With ad fraud running rampant, no company can afford to set and forget their online marketing. Through active monitoring of digital campaigns, you’ll catch changes in key performance indicators faster. Trends in these measurements will help reveal instances of ad fraud that might otherwise persist and erode your campaign budget.
Beyond close tracking of metrics and creating new teams to fight ad fraud, companies can also integrate machine learning solutions. Along with training for their employees, these solutions can make a massive difference in the ROI of marketing campaigns.
Applying this powerful technology can instantly identify when ad fraud tactics are targeting your campaigns. This empowers your people to immediately strike down the fraudulent efforts in real-time. There’s simply no better way to prevent losing money to ad fraud.
Do keep in mind that deploying machine learning requires deep expertise to know how to use and interpret the results. Hiring experts in these areas will maximize the benefits of leveraging this technology.
Work with a Reliable Ad Fraud Prevention Partner
You could try to build your own ad fraud solution in house, but hiring a team can be expensive. If you don't hire experts in the space, it can lead to a very expensive lesson with bad results. Fortunately, hiring an ad fraud solution like Anura costs less than a single staff member while giving you access to decades of experience.
With Anura, the more data you see, the better your machine learning gets...and since we have access to millions of websites data, we have data that you just won't get on your own. Sure, you could build it on your own. However, it won't be as effective, and it will cost a lot more.
Enjoy the assurance that your precious ad budget isn’t being nibbled away at by fraudsters seeking fast money. Get started with a free trial today and see for yourself how easy it can be to track ad fraud in real time—and stop it.