Anti-bot-ics for B2B Digital Advertising

How can you be sure that the clicks reported for your digital ads are from real people and not machines?

Ensuring that your digital ad impressions come from real people and not bots is crucial for maximizing the effectiveness of your advertising efforts. While it's impossible to completely eliminate the possibility of bots, there are several steps you can take to minimize their impact. Consider these:

1. Work with reputable ad networks and platforms: Choose established and well-known advertising networks and platforms that have a good track record of combating ad fraud. Research their reputation, user reviews, and the measures they employ to detect and prevent fraudulent activities.

2. Implement ad fraud detection tools: Utilize ad fraud detection tools or services that can help identify and filter out suspicious activities. These tools use various algorithms and techniques to analyze user behavior and flag potentially fraudulent impressions.

3. Set up viewability tracking: Ensure that your ads are viewable by real users. Track viewability metrics, such as the percentage of the ad that is visible on a user's screen, and monitor any suspicious patterns or anomalies.

4. Monitor engagement metrics: Analyze engagement metrics, such as click-through rates (CTR), conversion rates, and time spent on the landing page. If you notice an unusually high CTR but a low conversion rate or minimal engagement, it could be an indication of bot activity.

5. Use ad verification services: Employ third-party ad verification services that specialize in detecting fraudulent activities. These services often employ advanced algorithms and machine learning to identify patterns associated with bots and suspicious behavior.

6. Target specific demographics or behaviors: By targeting specific demographics or user behaviors, you can increase the likelihood of reaching real users who are genuinely interested in your products or services. Tailoring your ads to a specific B2B audience reduces the chances of bots generating fake impressions.

7. Analyze traffic sources: Regularly analyze the sources of your traffic to identify any suspicious patterns. If you notice a significant amount of traffic coming from unknown or suspicious sources, consider blocking those sources or adjusting your ad targeting accordingly.

8. Regularly review and optimize campaigns: Continuously monitor and review your ad campaigns, analyzing the data and metrics to identify any anomalies or suspicious activities. Optimize your campaigns based on real user engagement and conversions.

By employing these strategies, you can significantly reduce the likelihood of fake impressions from bots and improve the overall effectiveness of your digital advertising campaigns. Remember, staying vigilant and adapting to new fraud prevention techniques is essential in an ever-evolving landscape.

California Compliance for B2B Digital Advertisers

To ensure that your B2B digital marketing or account-based marketing plan is CCPA (California

Consumer Privacy Act) compliant, it needs to address several key aspects. The CCPA is a data privacy law that regulates the collection, storage, and use of personal information of California residents. While I can provide general guidance, it's important to consult with legal professionals or privacy experts to tailor your plan to your specific business needs. Here are some areas your plan should address:

1. Data Collection and Notice: Clearly define what personal information you collect from California residents and provide a notice at or before the point of collection. The notice should inform individuals about the types of personal data collected, the purpose of collection, and their rights under CCPA.

2. Opt-Out Rights: Provide a straightforward and easily accessible method for California residents to opt-out of the sale of their personal information. Implement a prominent "Do Not Sell My Personal Information" link on your website and honor opt-out requests in a timely manner.

3. Data Security: Implement appropriate technical and organizational measures to safeguard the personal information you collect. Protect data from unauthorized access, maintain data accuracy, and ensure data integrity.

4. Data Processing Agreements: If you share personal information with third-party service providers, establish data processing agreements that require them to handle personal data in compliance with CCPA.

5. Data Subject Rights: Enable California residents to exercise their CCPA rights, such as the right to access their personal information, request deletion, and know the categories of data collected. Develop processes to respond to these requests within the specified timeframes.

6. Employee Training: Train your employees who handle personal information on CCPA requirements and how to handle consumer inquiries and requests effectively.

7. Privacy Policy: Update your privacy policy to reflect the rights and obligations under CCPA. Ensure that it accurately describes your data collection and processing practices, as well as the rights available to California residents.

8. Record-Keeping: Maintain records of data collection, opt-out requests, and responses to consumer inquiries for at least 24 months.

9. Minors' Personal Information: If you collect personal information of individuals under 16 years old, establish processes to obtain prior consent from either the minor (if aged 13-16) or the minor's parent or guardian (if under 13) before selling their data.

Remember that CCPA compliance is an ongoing process, and you should regularly review and update your B2B digital marketing plan to ensure continued compliance with evolving regulations and best practices.

ChatGPT: Disrupting the Traditional B2B Landscape

With more than 40 percent of adults in the United States being aware of ChatGPT, the latest AI wonder has been creating a lot of buzz lately.

What is ChatGPT and how does it impact B2B?

Simply put, ChatGPT is a chatbot which delivers curated content in seconds with a conversational tone using natural language processing. The finer the input query, the more focused is the answer.

Let’s explore what it has to offer B2B and the B2B marketing space.

By leveraging ChatGPT, businesses can deliver enhanced customer engagement, streamline lead generation, optimize processes, and can automate routine tasks. This saves a lot of valuable time and resources.

Salesforce is an example of a business that has adopted ChatGPT to enhance its B2B operations. Salesforce integrated ChatGPT into its CRM platform to provide an AI-powered chatbot called "Einstein Bots."

Share of companies saving money using ChatGPT U.S. 2023

A February 2023 survey of American business leaders found that around a quarter of the companies had saved between $50,000 and $70,000 by leveraging ChatGPT, and 11 percent stated having saved over $100,000 since introducing ChatGPT to their workflow. (Source: Statista)

ChatGPT can also be an invaluable help in B2B marketing when time is limited.

#1 Content Creation:

ChatGPT assists in content writing that can be used for blog posts, social media posts, email campaigns and other marketing materials. You can even influence the voice and tone by asking it to write in a funny, sarcastic, or professional tone.

#2 SEO keyword search:

It can also help SEO and PPC (Pay-Per-Click) strategists identify relevant keywords, meta descriptions, or content structure so that the website ranks higher in search engine results.

#3 Translation for international markets:

ChatGPT can rewrite anything in an alternative language which is useful for businesses doing business in different parts of the world.

It is important to point out that ChatGPT cannot replace human effort completely. It can be seen as a jump starter that gives a baseline of information from which more detailed content can be created. As AI and machine learning continue to evolve, they are expected to deliver greater efficiencies. Content created by ChatGPT should be reviewed before published or activated, but the time-savings are significant as human intelligence may be deployed to more strategic and innovative tasks.

For B2B, this smart-tech is core to managing profitability and advancing your business in an increasingly competitive global economy.