Overview
CHEQ has the ability to detect incoming bot traffic and block it
This reduces wasted spend going after bots and paying CPCs for them
That money can then be saved (improving efficiency) or reallocated (more return)
This can be 5-10% of total digital media spend
A client spending $1M per year is wasting potentially $100k
Common Tips + Notes
CHEQ tracks ad fraud differently than most ad platforms and is more strict
This 5-10% is above and beyond the invalid traffic Google and Meta already remove
Google + Meta do identify invalid traffic and provide credits
However these credits are often delayed and don’t catch everything
The implementation is easy (just a single pixel on client’s site)
We can start to track and quantify all of the money saved in a dashboard
CHEQ works with all of the major digital media players (Google, Meta, TikTok, etc)
Presentation Process + Notes
Work with Mike Opera to get a CHEQ analysis done and presented to the client
We won’t be able to use that client’s data until they install the pixel
Work with Jack Gashi (rep) from CHEQ in order to get it installed
Just booking a demo and installation gives Power Digital a referral fee from CHEQ
Ideally the client sees the value and wants to move forward, as it pays for itself
Moving Forward
Work with Mike Opera and CHEQ to install the necessary tech, contracts, etc
Once the client has it installed we should consistently report out on traffic blocked
Quantify this by channel and by amount of spend saved
This money should automatically be reinvested into the same channel
For example: Google saves $50k of spend vs bots, but that $50k will just be “prevented” in the budget, therefore monthly/daily budgets don’t need to be adjusted as it gets reinvested “automatically”
Tie the period of when CHEQ was installed and measure improvements
CPCs won’t change, but ideally cost per valuable user will improve
Cost per qualified session
Cost per add to cart
Cost per conversion
Aggregated site engagement (avg time on site, avg pageviews, etc)
Use this performance improvement and efficiency gain as part of any future ROPE
The Return On Partnership Exercise is helpful to show the value we created
More efficient media with better performance should increase our ROP