Wio Bank Reveals Ad Fraud Impact on Google Ads ROI with Tapper

Wio Bank, a prominent digital bank, has been redefining financial services with its seamless, tech-driven solutions. Recognizing the potential issue of ad fraud and inflated metrics affecting their Google Ads ROI, Wio Bank partnered with Tapper to investigate the extent of the problem and to enhance their advertising strategy.

Wio Bank was running multiple Google Ads campaigns aimed at attracting new customers and promoting its banking services. As a digital bank, they faced three main threats from invalid traffic (IVT):

1. Bots that generate fraudulent traffic: These inflate ad impressions and skew performance metrics, leading to inaccurate reporting.
2. Wasted ad budget: The finance industry's expensive PPC keywords can lead to significant financial losses if ads are being clicked by bots or non-genuine users.
3. Repeat clicks from returning users: These unintentionally drive up acquisition costs and lower customer lifetime value.

Solution

Seeking to safeguard their advertising investments against fraudulent activity, Wio Bank turned to Tapper's ad fraud protection and verification platform. Tackling invalid traffic at the earliest stage is crucial, and with Tapper’s PPC solution, Wio Bank could block fraudulent clicks in real time, ensuring their budget was protected and reinvested into genuine traffic that drives business growth.

Results

• 98% reduction in IVT spend rate: Invalid traffic rate fell from 9.1% to 0.1% within the first month.
• Bot traffic reduced to just 0.1%: A significant drop from an initial 8.0%.
• Non-incremental engagement minimized: Engagements that delivered no value were cut from 0.6% to 0.05%.

Outcomes

Incremental Conversions Opportunity

Within the first month, Tapper’s real-time IVT prevention allowed budgets to be automatically reinvested into high-quality traffic. This resulted in a 14% increase in new account sign-ups and a notable decrease in cost per acquisition (CPA) across their campaigns.

Data & Insights

Tapper helped identify and block sources of fraud, enabling targeted optimization of their advertising budget. In a competitive market, this clarity and control over marketing expenditures are vital for maintaining a strategic advantage.