Marketing Tools — 29 Nov 2019
Adv.Cake to Fight eCommerce Fraud
How to avoid overpaying publishers for orders or leads they didn’t bring to you?
Preferences in the affiliate marketing industry gradually start to move towards advertisers who didn’t want to spend money on clicks. People strive to pay for confirmed orders only, which are supposed to generate revenue. Still, there are instances where advertisers overspend because of the way some publishers generate sales.
Here at Affise we’re in the permanent and serious battle against ad fraud. Our pursuit of a cleaner and more transparent industry has led us to a partnership with Adv.Cake. Their products can help you to detect and monitor several types of fraudulent behavior, report on cheating publishers, and save budget on affiliate marketing.
There are several types of fraud in affiliate marketing: fraud that focuses on schemes, that find users who were already on the verge of making purchases (cookie-stuffing, Toolbars, etc.), and brand bidding.
The first type of fraud we’re going to look at consists of several types of fraudulent behavior:
Adv.Cake AntiFraud solution helps to detect such publishers, their tools, and behavior patterns. Data are shown in a structured way in the personal account after gathering statistics from publishers. Thanks to that, the advertisers could monitor their affiliate channels in real-time.
Adv.Cake provides statistics about each publisher so you could easily find who is using malicious scripts or other types of fraud. Also, you receive statistics for orders with violations. Thereby, you can use it for further reconciliations with affiliate networks and exclude such orders from overall payment.
There are different types of fraud accepted in various countries and mostly it depends on the market conditions and their advertising rules. Adv.Cake can set up AntiFraud service monitoring for each market of advertiser’s activity based on the recognized conditions.
The second type of fraud is brand bidding. It means using brand keywords in contextual advertising campaigns by publishers. The main idea is to redirect the user to the advertiser’s website with affiliate links through contextual ads in search engines. Publishers can either redirect users to the advertiser’s website or use their resources for the first redirect, and place affiliate links to the advertiser’s website on this resource. Searching for products in search engines by brand names implies that users already know about advertiser’s products and would buy them regardless of the advertisement itself. However, publishers who use brand bidding place ads that are more noticeable and reattribute orders for which the advertiser should pay commission.
Moreover, such publishers increase stakes for contextual auctions. It makes this type of campaign more expensive for advertisers themselves.
Adv.Cake Brand Bidding Monitoring tool is based on the search bots which execute queries in search engines. These bots upload data to the Adv.Cake account in a structured way so you could see how exactly brand bidding violation happened. What exact keywords, browser, and device were used, and which one publisher placed such advertisement.
Brand Bidding service can be used to monitor different types of search engines in various countries in most kind of languages at the same time.
Adv.Cake works with over 160 companies globally. Let’s take a closer look at several of their cases.
Publishers of affiliate networks had actively used Xiaomi brand context by appropriating orders from this source. As a result, the advertiser believed that his own branded advertising did not work and wanted to disable it. Xiaomi had requested to perform a check from Adv.Cake.
As a result:
MyToys’ specialists had checked the performance of their website and selected choosing product cards to be reviewed. While switching between pages in the URL the affiliate tags automatically appeared. The advertiser decided to apply for Adv.Cake solutions to fix the problem.
As a result:
Experts of Yves Rocher had found typosquatting domain made with affiliate tags. Search for a solution to fix problem with affiliate channels brought the advertiser to Adv.Cake.
As a result:
Sometimes the fraud rate can reach up to 40% of total traffic (everage 30%). So it’s important to monitor the traffic quality of your affiliate networks. Secure your affiliate channel with solutions that suit you the best and you’ll save budget on fraudulent publisher by not paying for orders you would receive in any other way. Saved budget can then be invested into reliable publishers to generate more sales and gain more profit. Eventually, you could see how useful this channel can be for your business if operated properly.
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