What Should Marketers Look for in a Bot Protection Tool?

In today’s digital marketing landscape, bots impacting your campaigns, website analytics, and overall performance is becoming an enormous issue with all the organizations running any kind of advertising campaign. To put a stop on the ad fraud that is caused by bots, having bot detection tools is vital. After all, how can you put a stop to bots if you can’t detect.

Unfortunately, many firms struggle to detect bot traffic, and the methods they employ are not all created equal. Choosing the right bot detection tool is essential for safeguarding your marketing efforts. Here’s a comprehensive guide to help you select the best tool for your needs.

What Is Invalid Traffic and How Does It Relate to Bots?

Bot fraud in digital advertising generally falls in the category of invalid traffic by the marketers no matter good or bad since the bots are not the target audience and cannot be converted into a protentional lead.

Types of Invalid Traffic:

-General Invalid Traffic (GIVT) :

It is one of the simplest bots that can be detected easily, and a lot of good bots traffic comes under GIVT as they are not meant to fool the bot detection tool. But some fraudsters may also deploy GIVT as they are easy to make and work against some of their targets.

-Sophisticated Invalid Traffic (SIVT) :

SIVT detection is the bots that one should look out for as these are more capable and are often designed to target to bypass cybersecurity and ad fraud prevention tool. For Example — sophisticated bots might imitate how a human would use a website so it would be difficult to identify between a human and bot. SIVT is common in ad fraud schemes.

How Bots Impact Your Marketing Campaigns

Bots can have a negative impact on your digital marketing campaigns in several ways:

Wasted ad spend:

Bots can boost your impressions and clicks, resulting in ad spend burn. For example, if you bid on a brand term that costs $1 per click and a click bots on your ad 1000 times, you would have wasted $1000.

Inaccurate reporting:

These bots can alter your reporting data, making it nearly impossible to track the actual performance of your campaigns. For Example, if a bot is boosting your impressions by 50%, your CTR will appear to be much higher than it is.

Damage to your brand:

So, if your brands are revealed to internet bots, it might damage your brand reputation. For example, if a bot clicks on your ad for a product the customer is not interested in, the user will consider your ad spam.

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