Japan Airlines Cuts Ad Fraud & Achieves 15% CVR Growth in Two Months

15% increase in conversion rate (CVR)

Significant improvement in ROAS

Cost savings from blocked fraudulent traffic and refunded ad spend

At Glance

Company

Japan Airlines (JAL)

https://www.jal.co.jp/jp/en/

Headquarters

Tokyo, Japan

Industry

Product Solution

PPC Protection

Japan Airlines (JAL) sought to enhance the performance of its digital advertising efforts, primarily focusing on promoting airline tickets and travel packages. However, despite partnering with reputable ad networks, they were unaware of the significant impact of affiliate fraud on their campaigns. After implementing Spider AF’s ad fraud prevention solution, JAL saw a 15% increase in conversion rate (CVR) and a higher return on ad spend (ROAS) by eliminating fraudulent traffic.

The Problem

Undetected Affiliate Fraud Impacting Performance

JAL’s primary goal was to boost online sales through search and display advertising on platforms like Google and Yahoo! Japan. The company assumed its ad placements were safe due to its partnerships with major networks. However, discussions with a newspaper reporter raised concerns about fraudulent placements.

Despite manually reviewing ad placements to avoid inappropriate content, such as airline accidents or controversial news, JAL lacked the tools to detect fraudulent traffic—resulting in wasted ad spend and inaccurate campaign data.

The Solution

Implementing Spider AF for Fraud Prevention

JAL discovered Spider AF at an industry exhibition and opted for a free trial to evaluate its effectiveness. Around the same time, they were approached by a foreign vendor offering a similar tool. To ensure the best choice, JAL, alongside their advertising agency, conducted a comparative analysis.

During the trial, Spider AF stood out due to its transparent detection capabilities and local Japanese support, making it a more reliable choice for their needs. Based on the strong recommendation from their agency and the trial’s success, JAL fully integrated Spider AF into their advertising strategy.

Results

15% CVR Improvement and Higher ROAS with Spider AF

Upon implementing Spider AF, JAL conducted an A/B test comparing ad performance with and without fraud protection. The results were striking:

15% increase in conversion rate (CVR)
Significant improvement in ROAS due to reduced fraudulent traffic
Cost savings from blocked fraudulent traffic and refunded ad spend

Spider AF became the first tool that substantially enhanced JAL’s ad effectiveness, proving to be a cost-effective investment that delivered measurable results.

Conclusion

A Long-Term Strategy for Ad Fraud Prevention

JAL’s marketing team recognized Spider AF as a key player in their ongoing efforts to improve ad effectiveness. Beyond fraud prevention, the tool automated brand safety measures, eliminating the need for manual exclusions and allowing the team to focus on strategic initiatives.

“With Spider AF, we can continuously optimize our advertising while ensuring brand safety. The A/B test results confirm that this tool is instrumental in maximizing our ad performance.”

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Japan Airlines Cuts Ad Fraud & Achieves 15% CVR Growth in Two Months

November 15, 2024

Japan Airlines Cuts Ad Fraud & Achieves 15% CVR Growth in Two Months

While JAL was aware of ad fraud, they didn’t realize the extent until they started the free trial with Spider Ad Fraud Solutions. JAL assumed their affiliation with reputable ad networks protected them, but discussions with a newspaper reporter about ad placements indicated otherwise...

Table of Contents

Japan Airlines (JAL) increases CVR by 15% and increases ROAS by removing ad fraud with Spider AF.‍

The Goal: Boosting Online Sales

JAL’s main goal is to promote airline tickets and tours online, known as dynamic packages. They aimed to cultivate customers through digital advertising, primarily using search campaigns and display ads on major platforms like Google and Yahoo! Japan.

Results from a Free Trial with Spider Ad Fraud Solutions

While JAL was aware of ad fraud, they didn’t realize the extent until they started the free trial with Spider Ad Fraud Solutions. JAL assumed their affiliation with reputable ad networks protected them, but discussions with a newspaper reporter about ad placements indicated otherwise. Previously, they manually reviewed ad placements, avoiding sites with content that could unsettle their customers, such as news about airplane accidents or controversial celebrities doing things that could offend public morals. They had been working with an advertising agency to exclude such placements manually.

Unexpected Results, Contributing to Improved Ad Effectiveness

Why Spider AF: Insights from Ad Fraud Tool Comparison ‍

JAL first learned about Spider AF during an exhibition. The offer of a free trial to assess the ad fraud activity piqued their interest. Around the same time, they were also approached by a foreign vendor, so they compared both tools.

In collaboration with an advertising agency, they evaluated the functional differences between the tools. While both seemed similar, Spider AF stood out during the free trial. Being a Japanese tool, it provided comprehensive local support and detailed detection data, ensuring transparency. Based on the strong recommendation from a trusted advertising agency, JAL decided to implement Spider AF.

Spider AF’s Effectiveness: A/B Test Reveals 15% Improvement in Conversion Rates

Contrary to the initial expectations, the ad fraud rate was higher than they perceived. After implementing Spider AF, JAL conducted an A/B test to compare ad performance with and without ad fraud protection. The marketing team at JAL ran campaigns with identical settings and monitored the differences. The results were surprising!

Over two months, they observed a 15% improvement in conversion rate (CVR). Additionally, the improvement in return on ad spend (ROAS) highlighted the significant impact of blocking irrelevant traffic on our ad effectiveness. Spider AF was the first tool that substantially improved the ad performance.

The cost-effectiveness of Spider AF was evident, as they could quickly recoup the investment through savings on the blocked ad budget and refunds from some advertising media.

Infrastructure for Continuous Improvement

A Key Player in Improving Ad Effectiveness and Automating Brand Safety

JAL expressed their immense satisfaction with the results. “As the online sales department, our goal is to improve the effectiveness of our advertisements continuously, and the AB test results have shown that Spider AF will significantly contribute to this objective.

From a brand safety perspective, Spider AF has also automated many of the manual exclusion tasks we previously handled, allowing us to focus more on strategic efforts.”

As highlighted in our interview with JAL, ad fraud significantly impacts the effectiveness of advertisements. To determine if ad fraud is affecting your campaigns and to enhance ad performance, sign up for a free one-month diagnosis using the link below. Don't miss this opportunity to improve your ad effectiveness with Spider AF!