More Humans Means More Conversions by Augustine Fou
1. August 2015 / Page 0marketing.scienceconsulting group, inc.
Dr. Augustine Fou
More humans/less bots means higher conversion rates
0%
5%
10%
15%
20%
25%
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
0:00
12:00
Average 7% conversion rate
Average 16% conversion rate
24% confirmed humans
40% confirmed humans
Also notice that the lowest conversions happen between midnight and 3 am
(when most humans are sleeping); most conversions happen during waking hours.
ConversionRATEHumans(blue)vsBots(red)
2. August 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
And Premium Publishers Have Lots of Humans/Few Bots
confirmed humans
77% overall average
confirmed bots
2% overall average
declared / search bots
1% overall average
Note that 1% confirmed bots does not mean 99% humans; and vice versa 87%
humans does not mean 13% bots. Using a deterministic approach, there are visits
that cannot be sufficiently, accurately labeled and hence are marked uncategorized.
3. August 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
So What?
“If you’re an advertiser looking for returns on
your ad spend, buying ‘premium’ from publishers
who have great content that real humans want
to read is the way to go.
Then you don’t even need to worry as much
about “viewability” because what matters is if
the ad is shown to humans (not bots) so it CAN
convert.”
-- Dr. Augustine Fou
4. August 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Independent Ad Fraud Researcher
“I research ad fraud, and specifically bots, so I
can advise clients on how to detect and mitigate
the various forms of fraud. This has the most
direct impact on the ROI of their digital
marketing programs.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou