Reduce Wasted Spend

Reducing Wasted Spend

Wasted marketing spend is inevitable. No matter how brilliant your product is, how mind-blowingly creative your ad is, how irresistable your website ... a significant portion of traffic you get is completely wasted. The key to reducing this is to exhaustively track every click and interaction, and to them model your traffic to reduce waste.

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Search engines give you a variety of tools to shape your traffic, from keyword matchtype testing to testing campaign and adgroup structures so volume isn't wasted on unprofitable (but not terrible) keywords. You can also modify flow of traffic by geography (down to zipcode and even street blocks) and by time (dayparting, weekparting, and more).

Social media allows you a different set of levers to modify interest and affinity settings. Banner campaigns can be tested by placement type of site.

And most modern online channels now allow you to build lookalike audiences based on previous valuable customers.

Experts At Reducing Wasted Media

We have had decades of experience to quickly triage problem accounts and reducing waste without impacting leads or sales. In fact, typically we expect to reduce your spend by 20% right out of the gate.

At Addion, we have turned around performance and wasted search engine spend hundreds of times, from the small mom-and-pop business to multinational major companies. Each has their own challenge, and each success gives us more tools in our tool belt.

For us, improving your key metrics are central to our mission, not an afterthought.

Match Type Structuring

Campaign Budget Optimizations

Dayparting & Geo Targeting

We analyze traffic and conversion rates/lead quality by multiple factors including time of day, day of week, and geography. This allows us to dial up or down the traffic at less effective times of day or days of week.

It also allows us to refine geo-targeting markets by either adding geo-modified keyword variations, or restricting click sources.

It's not about volume of traffic, it is about quality of traffic.

Interest & Site Tailoring

In many newer media channels online we have the ability to target ads by affinity and interest groups. This allows us to target followers of your competition, or people who most directly match the attributes of your most valuable customers.

We also are experts at optimizing conversion effectiveness by site and placement, so we can dial back traffic from less qualified and appropriate websites. This combined with aggressive ad testing can often turn around campaigns by reducing low-quality clicks.

Lookalike Audience Creation

One of the newer techniques is to analyze and segment your existing customer base to identify most valuable customers. Armed with this information, we are able to work with the media channels so they can build an audience of traffic that matches the characteristics of your ideal customers.

This "lookalike audience" then forms a core prospecting source where we are able to individually target them with messages most likely to appeal.