WasteNot

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!

There’s a good chance Google Ads plays a big part of your acquisition funnel. But with Google prices up 10% in recent years, it's getting harder to generate ROI from search. Here are 4 tips for improving CTR you can start using today 👇 🛒 Choose keywords that align to your target users’ behavior and match the level of intent you are aiming for with your campaign 🎯 Fine-tune your targeting with negative keywords, and location & demographic exclusions 👩💻 Align copy to search keywords, and use mirroring to repeat users’ queries back to them in your ads 📈 Optimize your campaigns over time by leveraging Google’s pre-built experimenting capabilities What’s a negative keyword? Does dynamic keyword insertion work? Dive into the weeds on how to optimize Google Ads by checking out the full article here - https://lnkd.in/eNE2EfGk #googleads #ppc #ctr

Tracking Facebook Ads CAC is important for assessing your overall campaign efficiency. And with Facebook ad prices up nearly 200% since 2020, make sure you’re doing these 5 things to improve your Facebook CAC 👇 1. Ensure you're allocating a percentage of budget to retargeting high-intent users, who are more likely to convert. 2. Bolster brand awareness with organic tactics, such content and social media, so that you can dedicate more paid budget to engaging high-intent users. 3. Improve the post-click experience by investing in page load speed and personalization. 4. Fine-tune your targeting with audience suppression. Prevent your ads from being served to irrelevant users and allocate more budget to potential buyers. 5. Keep your campaigns up-to-date with consumers’ preferences by leveraging Facebook's testing functionality, which makes it easy to split audiences and budgets for accurate testing. Could you be getting more value from your Facebook Ads budget? See more on how to improve Facebook CAC here - https://lnkd.in/gnt6jNVc #facebookads #customeracquistioncost #cac

Facebook Ads CPM has increased nearly 2X since 2020 📈. But with over 3 billion users, Facebook is still one of the most powerful acquisition channels. Four hacks you can use to maximize Facebook ROI despite rising prices 👇 1. Nail your campaign set up Choose the right targeting, objective, and ad placements for your campaign to ensure that Facebook can optimize delivery for your goals. 2. Fine-tune your targeting Use tactics such as audience suppression to prevent your ads from being served to disinterested or irrelevant users. This allows you to allocate more budget to potential buyers. 3. Improve the post-click experience Don't spend time and money to capture users' attention, only to send them to a bad landing page. Invest in increasing page load speed and personalization to maximize conversions. 4. Leverage Facebook's powerful A/B testing capabilities Consumers' preferences are shifting faster than ever. Keep your campaigns up-to-date by leveraging Facebook's testing functionality, which makes it easy to split audiences and budgets for accurate testing. If Facebook is part of your Q4 acquisition strategy, you can see more on how to optimize your programs here - https://lnkd.in/eu2AGiwH #facebookads #paidsocial #digitalmarketing

We couldn't agree more with Adam Heimlich when he says "Disqualifying audiences is often a better option than targeting." Need proof? Here are anecdotes and data from some of the leading voices in ad targeting and identity strategy on this thread to back it up (paraphrased in some cases for brevity) - [we analyzed campaigns where] 99% of conversions come from 40% of qualified targets, meaning ROAS could be doubled on the same budget if the right suppression strategies were activated. Scott M. McKinley. - When i was at Virgin, audience suppression was our number one use case for customer data across paid channels and it worked really well. Kristen Sesto - 16MM cars are sold each year in the US to 233MM licensed drivers. Automakers often try to achieve at least 70% reach. WHY? Just suppressing 50% of the population would save 28% of automaker’s ad budgets. Jay Friedman. If you're wondering why the industry isn't as maniacally focused on suppression strategies as they are on targeting tactics like modeled audiences, lookalikes, creative optimization, etc. given its potential to drive IMMEDIATE improvements in performance, you're not alone... - Not quite sure why this hasn’t received the adoption across the industry. There’s a huge white space here for brand dollars to optimize their spends." Manik Khanna. - I couldn't agree more. Nadya Kohl - Anti-targeting/audience suppression is a glaring use case for user-level identity that absolutely no one is talking about. Eli Heath We think these posts sum up the two primary reasons this tactic still goes largely ignored: 1) Many parties (agencies, ad platforms, etc.) don't want to suppress existing customers because it would lower their attributable conversion rates {meaning they'd rather grab the lowest hanging fruit and attribute it to themselves}. In-house teams feel differently and now have a mandate to drive overall growth as efficiently as possible. Kristen Sesto 2) Waste has been a feature, not a bug....To pull this off it also takes around 100 steps. Sure it's a simple idea, "Don't allow digital ads to go to people that already bought from me." It takes a massive engineering sequence to pull this off. WasteNot was founded to address these two blockers specifically. Our self-service platform is purpose-built to help marketers activate ANY real time suppression strategy leveraging 1st and 3rd party data without any coding or technical requirements. Sign up for a no-commitment 30 day free trial (full use of the platform) and see just how much wasted ad spend you could be saving. https://lnkd.in/gS-XCvjJ

We couldn't agree more with Adam Heimlich when he says "Disqualifying audiences is often a better option than targeting." Need proof? Here are anecdotes and data from some of the leading voices in ad targeting and identity strategy on this thread to back it up (paraphrased in some cases for brevity) - [we analyzed campaigns where] 99% of conversions come from 40% of qualified targets, meaning ROAS could be doubled on the same budget if the right suppression strategies were activated. Scott M. McKinley. - When i was at Virgin, audience suppression was our number one use case for customer data across paid channels and it worked really well. Kristen Sesto - 16MM cars are sold each year in the US to 233MM licensed drivers. Automakers often try to achieve at least 70% reach. WHY? Just suppressing 50% of the population would save 28% of automaker’s ad budgets. Jay Friedman. If you're wondering why the industry isn't as maniacally focused on suppression strategies as they are on targeting tactics like modeled audiences, lookalikes, creative optimization, etc. given its potential to drive IMMEDIATE improvements in performance, you're not alone... - Not quite sure why this hasn’t received the adoption across the industry. There’s a huge white space here for brand dollars to optimize their spends." Manik Khanna. - I couldn't agree more. Nadya Kohl - Anti-targeting/audience suppression is a glaring use case for user-level identity that absolutely no one is talking about. Eli Heath We think these posts sum up the two primary reasons this tactic still goes largely ignored: 1) Many parties (agencies, ad platforms, etc.) don't want to suppress existing customers because it would lower their attributable conversion rates {meaning they'd rather grab the lowest hanging fruit and attribute it to themselves}. In-house teams feel differently and now have a mandate to drive overall growth as efficiently as possible. Kristen Sesto 2) Waste has been a feature, not a bug....To pull this off it also takes around 100 steps. Sure it's a simple idea, "Don't allow digital ads to go to people that already bought from me." It takes a massive engineering sequence to pull this off. WasteNot was founded to address these two blockers specifically. Our self-service platform is purpose-built to help marketers activate ANY real time suppression strategy leveraging 1st and 3rd party data without any coding or technical requirements. Sign up for a no-commitment 30 day free trial (full use of the platform) and see just how much wasted ad spend you could be saving. https://lnkd.in/gS-XCvjJ