CASE STUDY

HOW WE HELPED OPTIMIZE KEYWORD PERFORMANCE FOR A MAJOR HOTEL CHAIN AND SAVED 16% OF THEIR SPEND

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CHEQ

THE CHALLENGE

The client is a mid-size hotel chain, with properties in the US and Canada. The chain has focused their marketing efforts on SEM, deploying a long-tail keyword strategy, which included several hundred different phrases and keywords, with high-relevancy and medium-to-low competition. However, there seemed to be a discrepancy on many of the keywords, displaying very high CTR’s but low Acquisition rates.

THE SOLUTION

The client implemented CHEQ across its Google and Bing campaigns and begun detecting and blocking invalid clicks. This allowed them to breakdown invalid clicks by keyword, shedding a light on abnormal click activity.

DISCREPANCIES BETWEEN CTR AND ACQUISITION

THE CLIENT DEPLOYED CHEQ TO UNCOVER SUSPICIOUS CLICK ACTIVITY

THE FINDINGS

We found that 24% of the keywords being targeted by the client were regularly generatinginvalid clicks. The invalid clicks came from two primary sources: Web crawlers and competitorclicks. The fraud rates for each particular keyword ranged from 5% to 90%, causing significantloss of ad spend. The competitor clicks were particularly interesting as the data suggested apattern of what was likely a single competitor attempting to drain the advertiser’s spend.

CHEQ

Valid Clicks

Invalid Competitor Clicks

Invalid: Web Crawlers

18.4%

5.6%

76%

BREAKDOWN

Invalid Clicksby Click Type

Invalid Click Rateby Source

22%

7.8%

Bing Ads

Google

Invalid Click Rateby Keyword (Top 5)

89%

84.5%

Hotels Jersey

Kansas City hotels

68.9% Best hotels near me

51% Wyndham Hotels

50.2% Hotels in Houston

CHEQ automatically detected and eliminated the client’s invalid click activity, while also removing the high-risk keywords and phrases which were driving that activity.

RESULTS

16%Of Ad Spend

Saved

8%Reduced

CPA

CHEQ helped us uncover the invalid clicks which were causing our low conversion rates and completely eliminated them from our cycle.

Director, PPC Performance, Client

“

CASE STUDY

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CHEQ

ABOUT CHEQ FOR PPC

CHEQ applies best-in-class cybersecurity, machine learning and bot mitigation capabilities to proactively eliminate invalid activity plaguing today’s PPC industry.

- Web Crawlers- Chargeback Fraud- Click Farms- Competitor Clicks- Out of Geo Clicks- Cookie Stuffing- Affiliate Link Fraud- App Download Fraud- Site-Engagement Fraud- DDoS Attacks

TYPES OF INVALID CLICKS AVAILABLE ACROSS

Get in touch with our client team to learn more and

schedule a demo

Priti.s@cheq.ai (US, East Coast)

Andrew.h@cheq.ai (US, West Coast)

Joshua.g@cheq.ai (APAC)

Or.m@cheq.ai (EMEA)

CASE STUDY

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