Following a significant growth in online sales during the pandemic, OTTY approached fellow Leeds-based Beacon for help in reducing the level of advertising fraud impacting the performance of its marketing campaigns, in a bid to maximise Return on Investment [ROI].
Beacon’s client success team assessed OTTY’s social media campaigns across Google and Facebook for a total of 20 days during a trial period and discovered that almost half of its budget was being wasted on invalid, non-human clicks.
After deploying Beacon’s click fraud protection across its paid campaigns, the company saw the level of invalid bot traffic fall to just 24% within two months, and after six months, this had dropped further to 19%.
Andrew Jacobs, digital marketing manager at OTTY, said: “With the assistance of Beacon, we have managed to eliminate 60% of invalid, non-human clicks from our advertising campaigns on both Google and Facebook. This has allowed us to reach more real people with our ads than ever before, giving us much better value from our ad spend.”
Nigel Bridges, founding CEO of Beacon, said: “We are delighted to have helped OTTY to beat the bots that were hampering its digital marketing efforts, and are glad to hear how pleased the business is with the results. Our highly capable bot detection engine is a core tenet of our business, and we are incredibly proud to offer the only product of its kind that is capable of blocking bots from engaging with paid adverts. We remain committed to helping our clients identify the presence of bots and take quick and effective steps to remove them from their marketing channels, thereby leading to a stronger ROI.”
Shortlisted as one of Yorkshire’s 5 Rising Stars and listed by Tech Nation as one of 16 top AI companies to watch out for in 2020, Beacon was announced as the winner of the Tech Nation Rising Stars 3.0 Cyber Award, recognising it as one of the UK’s best cyber security companies, and has recently been shortlisted in the Innovation category at this year’s UK Digital Growth Awards.
The firm is driven by a proven board of directors with extensive experience in the tech and artificial intelligence sectors, supported by seasoned investors that recognise the potential of the Beacon platform.