{"id":25205,"date":"2024-11-13T14:28:50","date_gmt":"2024-11-13T08:58:50","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=25205"},"modified":"2024-11-13T14:28:51","modified_gmt":"2024-11-13T08:58:51","slug":"ppcchat-stopping-wasted-spend","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-stopping-wasted-spend\/","title":{"rendered":"PPCChat | Stopping Wasted Spend – Can It Still Be Done? | 12th November 2024"},"content":{"rendered":"\n

In this week’s PPCChat session, host Julie<\/a> <\/a>F Bacchini<\/a> asked experts how they identify wasted spend in their accounts, what actions PPC professionals are taking to reduce it, what platforms could do to help address wasted spend, and more.<\/p>\n\n\n\n\n\n\n\n

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Q1: What do you consider to be \u201cwasted spend\u201d and does it vary by platform?<\/strong><\/h4>\n\n\n\n
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I would define wasted spend certainly as any spend that is clearly outside of what I am targeting – be that ridiculous keywords or crazy geography as two examples. @NeptuneMoon<\/a><\/p>\n\n\n\n

Location settings – People in or regularly in – biggest source of wasted spend in Google Search campaigns. For Display – most of .xyz domains. Any placement that has crazy high CTR YouTube – Nursery Rhymes – Vlad & Nikita & others @alimehdimukadam<\/a><\/p>\n\n\n\n

I would also add that I think we are conditioned to accept more \u201cwasted spend\u201d in platforms that have been more automated from the start (like Meta) versus say Google Ads. @NeptuneMoon<\/a><\/p>\n\n\n\n

I find ridiculous keywords happening even when my target keywords are exact match. @KevinHawke<\/a><\/p>\n\n\n\n

Broad Match!!! Regularly check your search query report. @TheMarketingAnu<\/a><\/p>\n\n\n\n

Ah yes, @KevinHawke<\/a> all match types are some level of broad match these days. It\u2019s awful. Wasted spend can also be an issue of the client not being focused on the right things too. The question is kind of geared toward platforms, but wasted spend can be due to poor targeting, bad messaging, etc. too. @NeptuneMoon<\/a><\/p>\n\n\n\n

Any budget allocated just to spend coz need to consume before month end\/quarter end\/year endUnnecessarily testing campaigns simply to show we are trying something new
(there is a lot of value in testing)Taking the campaigns live without conversion tracking in place. @alimehdimukadam<\/a><\/p>\n\n\n\n

I’m in a big fight<\/s> robust conversation with Google right now over ‘wastage’ in their GMP platform. I don’t share their optimism shall we say. @JuliaVyse<\/a><\/p>\n\n\n\n

Exclusions, both keyword and audience-based, are really important here. Google’s expanded targeting in Display is a huge money waster @robert_brady<\/a><\/p>\n\n\n\n

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Q2: How do you detect wasted spend in your accounts (if you look for it)? Where do you find it most often? Does it vary by platform?<\/strong><\/h4>\n\n\n\n
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When I take on a new account the first thing I do is look for wasted or poorly allocated spend!  Biggest culprits \/ most frequent places I find wasted spend are: @NeptuneMoon<\/a><\/p>\n\n\n\n