App Masters · May 23Insights on the Future of App Marketing with John Koetsier
Its research covered 702 ad networks and 25 billion clicks over three months, finding about 15% fake clicks and almost a quarter of networks above 20% fraud. It also found 100% of the top 10 iOS keywords are branded and that large companies own most top keywords.
Tips
- Assume about 15% of your paid clicks are fraudulent▶ 12:36Average fraud across the sample was 15%, and almost a quarter of networks had more than 20% fraud.
- Check installs for the four signatures of ad fraud▶ 12:02Of the worst 34 networks in the sample, 5% were 100% fraud and 34 were over 50% fraud.
- Use automated fraud screening instead of only manual checks▶ 14:19
- Show your ad partners the fraud data and ask for refunds▶ 13:36Ad partners accepted the fraud data without pushback and cut a check or replaced the traffic.
- Budget for paid ads because top keywords belong to big brands▶ 7:16100% of the top 10 and top 25 keywords, and 88% of the top 50, are owned by large companies or large startups.
