WasteNot

Use 👏 Audience 👏 Suppression 👏 ! Cannibalization is the #1 thing keeping Organic conversion rates down. Paid ad algos, especially for PPC, poach all of the high-intent prospects, repeat customers, email openers, website visitors and anyone else already likely to convert through organic channels so they can attribute conversions to themselves, functioning as a tollbooth 🚧 while claiming to be the highway 🏎️ . 🗑️ We onboarded a brand yesterday and plugged their ad accounts into our "Wastemeter". Their results were typical: 💸 45% of prospecting, new user acquisition and branded search campaign spend was on existing customers who had completed a purchased in the last 30 days. 🔁 82% of conversions for these campaigns were repeat buyers. All conversions that SHOULD have gone through Organic 🆓 . 📉 Campaign-level ROAS was OK, but Organic conversion rate was near zero, CAC and overall growth suffered as a result. 🎯 Audience Suppression ensures ad spend (especially PPC) sources INCREMENTAL growth, while Organic acts as the entry point for SEO and all other marketing efforts your team is doing. 💥 CRO is a force multiplier that improves all of the above, and is especially important in the age of Identity deprecation.

What everyone knows but few are saying as well as Nils Rooijmans. The "modern" campaign types, eg. AI-optimized omnichannel campaigns, are optimized to maximize the ad platforms' revenues, not the advertisers'. Ad exclusions, like the ones Nils Rooijmans scripts can identify, or realtime always-on suppression lists like the ones WasteNot powers are the best guardrails to force these platforms' algos to optimize for the advertisers' goals instead of their own.

Paul Kovalski is leading the discussion on what we see as the most important issue advertisers should be focused on addressing, which is AD SPEND CANNIBALIZATION! Having sound suppression strategies in place across all campaigns is the #1 most effective tactic to minimize ad spend cannibalization and multiplies the incremental value of all the tactics listed in Paul's post. "Sound suppression strategies" means more than just uploading a CSV of recent customers to your ad platforms once a quarter. A sound suppression set up likely to drive 20% incremental growth would look something like: 👉 Suppress recent buyers, frequent website visitors, loyalty members, engaged social media followers, and anyone opening / clicking marketing emails in the last 30 days from prospecting and branded search campaigns. 👉 Suppress high LTV buyers and loyalty customers from all campaigns targeting lookalike audiences 👉 Suppress recent product page viewers, cart abandoners and purchasers from website retargeting campaigns. Suppress purchasers from product retargeting campaigns. 👉 Suppress anyone who works at a competitor, visits your careers page, or who has visited your site more than X times without completing a purchase from all campaigns. You hit the nail on the head, the best way to measure the value of any anti-cannibalization tactic is going to be incrementality.

With the convergence of AI, cookie deprecation, and shifting consumer habits, AdTech is undergoing rapid change. In his Green Shoots series, Tom Triscari is interviewing the innovative teams building the ad tech landscape of tomorrow. Here are three Green Shoot AdTech interviews we love 👇 Luke McGuinness, President and Co-founder of Above Data Above Data is focused on solving "data friction" by improving the usability, quality, and accessibility of large consumer datasets. Pat LaCroix, EVP, Strategic Partnerships, Seekr Technologies Seekr AI is developing LLMs to help advertisers and publishers to support quality journalism by making it easier for them to evaluate content. Fabian Beste, CEO/founder of 4screen 4screen is enabling businesses to engage drivers through car screens with contextually relevant ads, leveraging vehicle data to increase store visits and customer interaction. At WasteNot, we’re working to transform how audience suppression is done. WasteNot CEO and founder John Joe Smith just connected with Tom to discuss why suppression represents such a big opportunity for advertisers today. Links to that and each other Green Shoot interview available below 🚀

Marketers are under maniacal pressure to reduce inefficient spend. WasteNot CEO John Joe Smith recently connected with Tom Triscari of Quo Vadis to discuss one of the CFO's primary suspects: digital advertising In their Q&A conversation, John Joe and Tom discuss: ⚖ The common drivers of inefficient advertising 📉 How much most advertisers are REALLY wasting (without even realizing) 🎯 How teams can use modern audience suppression tactics to improve efficiency and overall campaign performance Check out the full interview via link in comments below 👇

Many teams waste up to 40% of ad budget due to inefficient targeting 😲, and aren't even aware. WasteNot founder and CEO John Joe Smith recently connected with Tom Triscari to discuss how brands can use real-time audience suppression to improve campaign efficiency and performance. Particularly relevant for any advertisers trying to get more conversions with less budget this year 📈 👇

We love this guide from John Haake outlining both: 1) Why list suppression leveraging first-party data is one of the most effective tactics in maximizing spend efficiency and 2) The suppression strategies every advertisers should be considering when trying to maximize the incremental growth their ad budget drives.

This October, Google Ads will turn 24 years old 🤯 Google Ads has become more powerful since launch. But it’s also WAY more complex, with numerous options available for each campaign. Here are 6 growth hacks you should be using for every campaign in 2024 👇 👕 Align your campaign structure to the way your products are organized in your business. This makes it easier to tie ad performance to revenue. 🙋♀️ Organize keywords primarily based on user behavior and intent level. 🎯 Use Match Types to refine your keyword targeting, and negative keywords to increase targeting efficiency. 📈 Leverage your keywords in your ad copy, as research shows this improves Quality Score. 🤳 Optimize the landing page experience by investing in load speed, personalization, and mobile-friendly experiences. 📊 Don’t fly blind - Set up analytics to track your performance! Whether you’re a PPC veteran or newbie, the reality is that Google Ads is always evolving. Check out the full checklist here to optimize your campaigns for 2024 - https://lnkd.in/euXHAFRD

Love that the topic of ad suppression is FINALLY getting the attention it deserves. Thanks for posting this Tejas Manohar and Hightouch team. At WasteNot, we measure the amount of ad spend reallocated as a result of suppression strategies using a modified version of the formula in this webinar (https://lnkd.in/gpsWNtbA). But the raw formula laid out here is flawed. We added some of the other assumptions wisely pointed out in this thread (eg. audience overlap) to reflect what we feel is a truer measurement of wasted ad spend prevented. But this measurement gets super tricky with Search campaigns, since there is no CPM. We use a combination of several reports and data points including bid simulations for clone campaigns targeting only our suppression audiences. We're still refining this. Would be curious if anyone has a good formula for measuring the ad spend reallocated when applying suppression tactics for Search?

INCRMNTAL CEO Maor Sadra's article on "Paid Media Cannibalization" is a must read for any growth marketer being asked to improve growth with less budget. https://lnkd.in/gQ_ua454 Paid media cannibalization, otherwise known as "Redundant Ad Spend", is the most common form of wasted ad spend. It means CANNIBALIZING your own organic growth by paying to serve ads to users who would have converted anyway, and wasting every ad dollar spent on those buys Think this share of wasted ad budgets is negligible? #Uber realized 66% (over $100M) of their ad spend was going toward active users (and filed a lawsuit over it that is still ongoing). #Airbnb realized that over $480M a year in performance ad dollars was going toward people who would have booked stays anyway. Does that mean this budget couldn't have contributed to INCREMENTAL growth? Of course not. It means their ad partners were grabbing at the lowest hanging fruit to attribute sales to their platforms. ROAS on a last-click basis for these campaigns looked great, while the TRUE ROI of their marketing efforts was deep in the red. What's the best (and easiest) way to ensure you STOP WASTING AD BUDGET VIA CANNIBALIZATION and REDUNDANT AD SPEND? Audience Suppression!