how we helped optimize keyword performance for a … · how we helped optimize keyword performance...
TRANSCRIPT
CASE STUDY
HOW WE HELPED OPTIMIZE KEYWORD PERFORMANCE FOR A MAJOR HOTEL CHAIN AND SAVED 16% OF THEIR SPEND
TRAVEL
CHEQ
THE CHALLENGE
The client is a mid-size hotel chain, with properties in the US and Canada. The chain has focused their marketing efforts on SEM, deploying a long-tail keyword strategy, which included several hundred different phrases and keywords, with high-relevancy and medium-to-low competition. However, there seemed to be a discrepancy on many of the keywords, displaying very high CTR’s but low Acquisition rates.
THE SOLUTION
The client implemented CHEQ across its Google and Bing campaigns and begun detecting and blocking invalid clicks. This allowed them to breakdown invalid clicks by keyword, shedding a light on abnormal click activity.
DISCREPANCIES BETWEEN CTR AND ACQUISITION
THE CLIENT DEPLOYED CHEQ TO UNCOVER SUSPICIOUS CLICK ACTIVITY
THE FINDINGS
We found that 24% of the keywords being targeted by the client were regularly generatinginvalid clicks. The invalid clicks came from two primary sources: Web crawlers and competitorclicks. The fraud rates for each particular keyword ranged from 5% to 90%, causing significantloss of ad spend. The competitor clicks were particularly interesting as the data suggested apattern of what was likely a single competitor attempting to drain the advertiser’s spend.
CHEQ
Valid Clicks
Invalid Competitor Clicks
Invalid: Web Crawlers
18.4%
5.6%
76%
BREAKDOWN
Invalid Clicksby Click Type
Invalid Click Rateby Source
22%
7.8%
Bing Ads
Invalid Click Rateby Keyword (Top 5)
89%
84.5%
Hotels Jersey
Kansas City hotels
68.9% Best hotels near me
51% Wyndham Hotels
50.2% Hotels in Houston
CHEQ automatically detected and eliminated the client’s invalid click activity, while also removing the high-risk keywords and phrases which were driving that activity.
RESULTS
16%Of Ad Spend
Saved
8%Reduced
CPA
CHEQ helped us uncover the invalid clicks which were causing our low conversion rates and completely eliminated them from our cycle.
Director, PPC Performance, Client
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CASE STUDY
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CHEQ
ABOUT CHEQ FOR PPC
CHEQ applies best-in-class cybersecurity, machine learning and bot mitigation capabilities to proactively eliminate invalid activity plaguing today’s PPC industry.
- Web Crawlers- Chargeback Fraud- Click Farms- Competitor Clicks- Out of Geo Clicks- Cookie Stuffing- Affiliate Link Fraud- App Download Fraud- Site-Engagement Fraud- DDoS Attacks
TYPES OF INVALID CLICKS AVAILABLE ACROSS
Get in touch with our client team to learn more and
schedule a demo
[email protected] (US, East Coast)
[email protected] (US, West Coast)
[email protected] (APAC)
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