Are Community Banks at Risk of Click Fraud?

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Are Community Banks at Risk of Click Fraud?

 

Online advertising is trying to envelope the internet community. Although some are trying to make the users’ lives convenient, there are those that make it miserable. In fact, even community banks are alarmed by ‘click fraud’. This kind of fraud usually happens in a pay-per-click (PPC) campaign, a form of online advertising. 

How does this happen?

The idea is simple. Once the person tries to click on the ad, either an automated script or a computer program captures the information you have, captures your informatione everytime you click on it. Unknowingly, your information will be used for their interest or if you have other important and valuable information, they will have that as well.


 

So, are community banks at risk of click fraud?

Imagine what would happen if a Chase ad popped up on an adult website. Think about the consequences if the user clicked on the ad without knowing all their information is being collected. Not to mention, it would leave a negative image to the bank. These days, financial institutions invest in online ads, particularly online video, so this type of fraud negatively influences banks, especially community banks.

 

Keep in mind that digital video is ramping up, so marketers in financial institutions have to consider these three precious things before diving into these online video advertising. 

 

1. Bots

No matter how distinctive video and a display advertising are, they still have a meeting point somewhere in the middle. In other words, they have something in common - these types of online advertising are prone to click fraud. Whether you like it or not, you have to be aware and take into consideration that bots consist of a quarter of the internet’s traffic. 

 

These bots are an exact replica of humans, and can pretty much do anything humans can. As a matter of fact, they can work twice and even three times than a human’s ability. What they do is visit sites, click on ads (most of the time, video ads) and bring home a whopping fake traffic to your institution or business. As a result, these fake traffic leads to internet surfers downloading malware that hijacks your browsers and regenerates bots clicking on sites. 

 

2. Creating a 'True Profile'

A couple of years ago, New York Times reported that more than half of the online advertising was no longer viewable. As a marketer, you have to ensure that once you create an ad, it has to be viewable to hit your target market right on the spot. In short, create an impression that you have a ‘True Profile’ that your consumers or users can rely on. 

 

3. A Safe Environment

Again, it just seemed not right whenever you see an ad of a high or prestigious financial institution in an X-rated site. You have to consider a safe environment or in other words, an appropriate website. Try putting yourself in your buyer’s shoes where you would think negatively when you see an bank ad in an adult site. 

 

So, the next time you click or advertise think again. You might be the next victim of ‘click fraud’.

 


 

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Daniela Belevan

Written by Daniela Belevan

Daniela Belevan is the Marketing Director at DecoGraphic, managing and implementing inbound marketing strategies. When she’s not at Deco uploading blogs or optimizing client’s websites, you can find her lifting (or attempting to lift) heavy at CrossFit.

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