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Bot Traffic at 50%?

Discussion in 'Online Marketing & Best Practices' started by Alexander Lau, Feb 7, 2017.

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  1. Alexander Lau

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  3. Adam Steere

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    I can see that just as average data. I'm sure there are more "humans" within auto retail. I'll see if I can come up with some numbers tonight.
     
  4. Alexander Lau

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    I'm not so sure about that. Bots are bots and fraud is fraud. I'd be interested in seeing what you come up with, thanks!
     
  5. Adam Steere

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    Each industry looks very different with the bot traffic and human traffic. Much of the bot traffic is based on what the bot runners want to find (authentic articles, blogs, content, research...). By being in a local retail and short term marketing niche (auto sales) many of the bots will bypass the sites because they don't have what the bot runner is looking for.

    Here is a Business Insider article that goes into it a bit. I'm looking into the actual Solve findings right now. "Fortunately for the auto industry, Solve Media found that the rate of bot fraud was lower on car sites than it was generally elsewhere on the web."

    http://www.businessinsider.com/bots-cost-car-brands-500-million-in-us-2014-6
     
  6. Jason

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    For more details on bot traffic, check out the attached Automotive Website Traffic Quality Report - Q3 2016 from Orbee.

    From said report....

    "In our quarterly quality report (bot edition) for the automotive industry, Orbee tracked over 100 million visits to hundreds of dealership websites and found 42% of all dealership website traffic to be from bots."

    There's some pretty good info in the report, definitely recommend you check out the whole thing.
     

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  7. Dantheman

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    @Alexander Lau@Alexander Lau It is definitely eye opening but it is true and the smaller the website is, the bigger the % of bot traffic you will have!

    @Jason@Jason thanks for sharing our traffic quality report.

    For automotive websites, the issue with bad vs. good bots is very different.

    Good bots are crawlers and indexing bots that Google / Yahoo uses to index the internet which is good but it can be bad as they can scrape data from your site to build market pricing in your region or do competitive intelligence by vendors who could potentially sell that information to your competitors.

    In terms of bad bots, you should be concerned about them when it comes to paid advertising traffic sources. Based on our research, 40%+ of paid advertising traffic were bots or non-human traffic but it really depends on what type of advertising you do. Adwords usually has <3% bot traffic whereas display, retargeting, email can have on average 40-50% bot traffic.

    If you suspect some of your traffic to have bots, you can easily do a quick test in Google Analytics by taking a look at your traffic source by Service Provider or Device type. If you have service providers who are not usually associated to home or business internet (T-mo, Cox, Comcast) and see a lot of traffic coming from servers like Amazon or Digital Ocean, then you should have some concern. In terms of device type, if you see more than 70% of the traffic coming from desktop, you should definitely be concerned that you have bot traffic unless of course if you were only targeting desktop (Although I don't know any ad campaigns that would target specifically desktop).

    Few resources that can help point you in the right direction below:

    blog post on how to detect suspicous traffic:
    http://blog.orbee.co/blog/wasteful-ad-spend-detection
    C4uL-oNUMAAjiH-.jpg
     
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  8. Ed Brooks

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    Great presentation from #NADA100 @Dantheman@Dantheman ! Combine this slide with the one that came 2 slides later, one really begins to see the big picture! Bots aren't the only issue -
    [​IMG]
     
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