You have to verify the legitimacy of the website when your programmatic advertising campaign with a high CTR struggles to acquire conversions. In this post, I will guide you to check the legitimacy of high CTR websites quickly. Many times, I did this to optimize my campaigns.
There are many factors you have to consider when a high CTR programmatic campaign struggles to acquire conversions. In my previous post, I wrote about all the possibilities for a low conversion rate. (What Causes a High CTR Campaign to Receive a Low Conversion Rate?).
Why should we check the legitimacy of a website?
After generative AI and keyword research tools became more popular, many people or groups created websites that looked like premium websites. Their ultimate aim is to make money by showing ads on their website.
They use the AdSense loading method, the cookie loading method, and click intention ad placement to make more money. In this way, they try to cheat the demand side platforms to show ads on their websites.
Maybe your campaign gets a higher CTR from these websites. But, all these clicks are not useful for you.
By excluding these websites, you can deliver your ads on legitimate websites and receive a good CTR that has a high chance to convert. So, finding and excluding these fake websites is very important for campaign success.
But how do you check the legitimacy of a website?
1. Prepare a list of websites
First, run a detailed domain level performance report on your ad platform and identify the websites that have a high CTR but a low conversion rate. In my experience, we can pull this report in 5 to 10 minutes.
List down the top 10 or 20 websites based on their volume. Then start to validate the domain.
2. Website content and design
The first step is to check the website’s content, design, and navigation. As a digital marketer, we visited many websites. So, it can be very easy to identify fake websites.
But you can’t conclude the legitimacy of a website at this stage. If that website passes this step, move on to the next step.
3. Domain rank and age
Many online sources are available to check the age and domain rank of a website. For example, you can check these details on GoDaddy, WHOIS, ahrefs, etc.
If the website’s age is new, then it shouldn’t be legitimate.
4. Check contact info
Usually, legitimate websites share their contact address, phone number, and other details on their website. If they aren’t, then they won’t share the correct addresses, other details.
If the addresses are fake, then you have to consider excluding them.
5. Check ad placement
The illegitimate websites stuff more ads to generate more accidental clicks. This way, they generate more income from the ads.
Three ads per page are usual. If they stuffed more ads, then you have to consider excluding them.
6. Expert Opinion
If you have old campaigns, you can check the historical performance of a website. Also, you can get an expert opinion to determine the legitimacy of a website. Based on their recommendations, you can take action.
Conclusion
In my 11 years of experience, I faced high CTR and low conversion issues many times. I implemented many optimization strategies to fix this problem. One of the important solutions is to analyze the legitimacy of a website that generates more clicks.
It’s very easy to identify illegitimate websites by following the above steps. Some experts may identify the illegitimate websites at first sight. So, it’s always good to hear the experts opinions.
High CTR and low conversion are common problems in programmatic advertising. In that situation, identifying and excluding illegitimate websites are very important to save ad spend and acquire more conversions.
