Before the eLama marketplace appeared, I had not used services to combat click fraud. Firstly, the fraud problem, although it existed, was not that critical. Secondly, no one provided free access to such tools. And if you don’t try, you won’t know. When the opportunity arose, I tried and realized: it works.
Let me give you an example: a new client came to me from the construction materials and construction industry. I launched campaigns for him on search and in YAN and got 95% fraud. Then I installed all the anti-fraud systems available on the marketplace – and in two weeks I lowered this figure to 5%.
Here is another case, from the infobusiness. Selection of keywords The eLama marketplace and control of placement locations in combination with the work of antifraud systems brought the following results:
It turns out that there is no point in not installing these tools! Therefore, I connect them to each client with a sufficient budget right away. And then, on live — his — campaigns, I show how much he spends on bots without anti-fraud systems and how much he saves with them. And this is not counting other eLama conveniences like closing documents.
How it’s doneThe eLama marketplace
I install all five antifraud tools at the same time, and here’s why. Each of them works a little differently: some block bots based on behavior, some compile lists of live users based on transaction information, and so on.
I worked in the antivirus software industry for several years and I can draw The eLama marketplace a parallel: bot farm creators, like those who write viruses, are always one step ahead because when developing a malicious solution, they can study all the protection tools available on the market and test different antifraud systems.
But creating a farm with such bots that are not tracked by any of the tools is either impossible or economically unprofitable. So the more anti-fraud tools we use, the more fraud options we cut off.
The more competitive the niche, the more bots there are in it – somewhere there can be 20%, somewhere 95%. Anti-fraud tools allow you to reduce these values to 3-5%.
By the way
Not all tools are set-and-forget. They often require some initial setup and some intermediate monitoring.
In short, you need to install the anti-fraud system code on the site and correctly communicate all this to Yandex Direct – for example, connect the bot audience plus look-alike, so that the advertising system itself filters out users similar to bots. Sometimes it is also useful to talk to Direct support and make the settings that they recommend there.
Here, everything depends on the tool’s operating principle. For example, this is how it works with Killbot. The service, in conjunction with Webvisor Metrica, analyzes all sessions and classifies some of them as suspicious. I look at them, pay attention to how often visits occur, how much time the user spends on the site, whether their IP address belongs to a pool of similar ones, and I conclude whether it is a bot or not. And the tool accumulates statistics and works more and more accurately.
If you approach the matter carefully, the share of bot traffic can be reduced to a purely symbolic 2%.
I save timeThe eLama marketplace
The eLama marketplace has two tools that every direct marketing and SEO specialist needs: SpyWords and Keys.so.
You can do it manually: collect key databases using Wordstat, then subtract them using some Key Collector… Or you can collect all your competitors’ campaigns in a few clicks, see who is advertising how, and borrow what is relevant for you.
This way, in a much shorter time, you get all the same things plus information about competitors you didn’t know about – for example, companies from related niches that advertise using the same keywords.
In essence, this is the aggregated work of dozens of directors central african republic business email list of dozens of companies, which you simply take into your file: ads, texts, keywords… Imagine how much time this saves! Roughly speaking, where I would have previously spent a day on the semantic core, with the tools I can deal with it in 15 minutes.
It is difficult to measure this in specific figures, in each case it depends on the niche. I think I will not be mistaken if I say that it is up to 60-70%.
How it’s doneThe eLama marketplace
For all projects where Yandex Direct is launched, I first use SpyWords to collect competitors’ campaigns in the required subject matter. And then I use Keys.so to build a semantic core: I segment the keys and collect ad groups.
Previously, a popular approach was to prepare one ad per key understand what works in your field and with your audience phrase. Now Yandex works differently, and several keys are grouped into one ad. Keys.so allows you to do this quickly, conveniently and rationally in terms of the number of requests, meaning, etc. In addition, Keys.so helps to generate additional keywords from related industries.
Where there is a request for SEO, the same algorithm is suitable for building semantics and a content plan for promotion. In SpyWords, you can see what keywords your competitors are in the top 10 or top 50 results for. And then, through Keys.so, supplement and segment the list.
This work does not directly affect the effectiveness of campaigns, because the final result is more or less the same – I just spend less time and effort on it. However, the tools relieve me of monkey jobs: I do not do what a machine can do. Accordingly, I save resources for more interesting and important things – tests, non-standard solutions, etc.
Some tips for using the marketplace
1. My main advice is to install all five antifraud systems. betting email list Don’t be afraid of conflicts – on the contrary, there is synergy here.
In recent years, a number of events have occurred that have exacerbated the fraud problem. The choice of advertising channels has decreased, technologies have developed so that even a schoolchild can build a bot farm, and so on. So anyone who runs ads in Yandex.Direct without click fraud protection is losing money in real time, every minute.
2. I also recommend that everyone follow the marketplace updates in the blog and newsletters. Study each new tool and see what it can do – so that it sticks in your head.