WasteNot

Should data marketers be shifting from targeting to suppression? 🤔 With increased pressure to maximize ad budget in 2025, who you DON'T target will be just as important as who you do. Love this article from Nick Graham on The Drum detailing the benefits of audience suppression for advertising teams. Nick breaks down how you can use suppression to: 💸 Allocate more ad budget to the right customers and prospects 🤦♂️ Avoid advertising to (and irritating) existing customers who have already purchased your product or service 🛍️ Deliver a customer experience that’s consistent across channels Could audience suppression be the secret sauce for optimizing your advertising efficiency in 2025? Check out the full article here: https://lnkd.in/g5cuh7kj #paidsocial #d2cmarketing #growthmarketing

We can’t predict the future. No one knows what 2025 will hold for marketers. But here’s one thing you need to consider as you plan for next year👇 Maintaining ad efficiency is going to be critical for getting the most out of your 2025 budget. With marketing budgets likely to remain under pressure next year, here are five tips for improving advertising efficiency in 2025: 1. Leverage platform-level optimizations, such as target ROAS goals (available in Google Ads, Meta, and more) 2. Use Negative Keywords to prevent ads from being served to irrelevant users and regions 3. Connect Suppression Audiences to prevent active customers from being included in your acquisition campaign targeting 4. Invest in optimizing the post-click experience to translate engagements into conversions 5. As always, test-and-learn to improve your campaigns over time 2025 is nearly here 😅. It’s the ideal time for PPC marketers to optimize campaigns for next year. What tweaks will you be making for 2025? #paidsocial #2025planning #digitalmarketing

Negative Keywords are one of the must underutilized features in Google Ads. By preventing ads from being served to irrelevant users, Negative Keywords enable you to improve ROAS and allocate more budget to your target audience. And now Negative Keywords are available at the Campaign-Level for PMax - great coverage below from Aleksejus Podpruginas 👏 With optimizations like Negative Keywords and Audience Suppression becoming more powerful, paid marketers can take more control over campaign targeting and efficiency than ever before 💪

2025 is nearly here 😅. It’s the ideal time optimize PPC campaigns for next year. Specifically, how are you balancing campaign volume and efficiency, and are there any tweaks you need to make? Jason Tabeling published a great article on Search Engine Land outlining four tips for thinking about the tradeoff between volume and efficiency in PPC: 1. Align your target CPA with the health and capacity of the business. If your business is exposed to seasonality, willingness to spend can fluctuate throughout the year 2. Use Google’s Performance Planner tool to forecast returns for different spend levels 3. Calculate your Cost Per Acquisition, as well as the incremental CPA at various levels (using the forecast from the Performance Planner tool) 4. Leverage Google’s automated bid planners either to set target CPA, ROAS, or impressions share, or to maximize conversion events More details on each of the above in Jason’s great article here - https://lnkd.in/g6p2y7a2 We’d also recommend considering tactics for maximizing return from your spend, like audience suppression and negative keywords, if you're not using them already 📈

A GREAT overview by Artur MacLellan 🔥 on best practices when it comes to negative KWs and audience targeting strategies in the age of the AI-optimized "Smart" campaign types. Google is always optimizing toward audiences, not Keywords (even in Search!). Are suppression audiences the new negative keywords and the key to guiding smart-bidding campaigns towards maximizing your spend efficiency and overall growth?

Great post by Alec Haase at Hightouch on power of audience suppression 🎯 By excluding any customers you do not wish to target from ad campaigns, you can prevent existing customers from receiving irrelevant ads and increase ROAS. In fact, we’d go a step further and encourage paid marketers to consider the opportunity cost of accidentally targeting existing customers. Any budget that you're able to save with audience suppression can be reallocated to your intended audience, driving additional conversions 📈 Check out the full article from Hightouch here - https://lnkd.in/ewqDXfkV

Great insights from Teemu Tolonen and Cleveland Research Company on e-commerce trends to watch as we head into 2025 🛍 At WasteNot we're especially focused on helping marketers get more out of their existing ad investments by automating things like audience suppression and negative keywords. With advertising costs likely to increase in 2025, while consumer demand also bounces back, it's going to be more important than ever for paid marketers to maximize value of their ad budgets 📈

If you’re running programmatic ads, you could be wasting up to 64% spend 🤯 Programmatic ads are a key component of many D2C marketers’ acquisition strategies. But a recent Digiday article explains that due to platform fees, fraudulent made-for-ad sites, and inaccurate targeting, only a portion of marketers’ budget actually reaches target consumers. To maximize the impact of your ad strategy, it’s critical to consider tactics like audience suppression and tech stack minimization for improving efficiency. Check out the full article here for more - https://lnkd.in/eVeDMTqc

If you’re still measuring ROAS, you might not be seeing the full picture. Love this post from Adriaan Dekker on the power of tracking Profitability Of Ad Spend (POAS). POAS considers costs and margins, creating a more accurate view of your campaign's impact on bottom line. Profitability is particularly important when measuring the impact of strategies like audience suppression and exclusions on your ad programs.

Should brands be managing their paid social strategies in-house? D2C brands have traditionally worked with agencies to manage everything from content strategy to paid media. But now brands big and small are moving these functions in-house to improve efficiency, speed and authenticity. Managing your own programs is easier now than ever, with tools like WasteNot for example making it possible to optimize paid social targeting without agencies or external data resources. This great article from Digiday explores how leading brands like Babylist, TodayTix Group (TTG), Lime, and Liquid Death are currently allocating in-house resources. Check it out here - https://lnkd.in/gpJmRt95