A recent study run by online advertising company Solve Media attributed 16% of all web traffic in the US to bots. Although this percentage is much lower than some other Asian and Middle Eastern countries, 16% is still a significant rate. This has two major implications for businesses. One, it affects how they view website analytics, like page views and bounce rates. Second, it affects how they consider online advertisements.
A recent study run by online advertising company Solve Media attributed 16% of all web traffic in the US to bots. Although this percentage is much lower than some other Asian and Middle Eastern countries, 16% is still a significant rate. This has two major implications for businesses. One, it affects how they view website analytics, like page views and bounce rates. Second, it affects how they consider online advertisements.
First, let’s discuss website analytics. Businesses will have to take into consideration the possibility that some of their traffic is coming from bots and not from real people. This could have implications on the metrics that are tracked, including the conversion rate on key pages (like the checkout page). Chances are bots will not visit each page on your website an equal amount of times; the home page or other high traffic pages will most likely receive a proportionally larger number of visits from bots. Additionally, very small websites with tiny amounts of traffic may not fall under the 16% bot average, especially if nothing is being done or promote or advertise the site.
When it comes to online advertisements, businesses may be paying for empty clicks from bots. There are many ways to prevent this occurrence. An online marketing company may have safeguards in place to identify bot clicks and will not charge for those clicks. Paying per click or per impression may lead to wasted money on bots, but paying per conversion (whatever the organization deems a conversion will differ) is another way to mitigate this problem. Additionally, using third-party software to track the performance of ads can ensure that money is not being wasted.
To learn more about how Long Island advertising agencies can help you, contact fishbat today.
