How To Use Performance Marketing Software For B2b Lead Generation

How To Use Performance Marketing Software For B2b Lead Generation

Blog Article

How to Reduce Ad Spend Waste With Better Data Insights
When you’re spending marketing dollars, you want to ensure that those dollars are reaching the right buyers at the most effective time. However, ad spend waste is a real and ongoing challenge for many digital marketers.


The solution is not to slash budgets; rather, it’s through smart optimization that reduces wasted clicks and brings in better ROI. Here are a few key ways to do that:

Overly Broad Audience Targeting
In digital marketing, every dollar counts. Unfortunately, too much of that hard-earned budget ends up in the waste basket due to ineffective campaigns and irrelevant clicks. Broad or irrelevant keyword targeting, bidding on the wrong audiences and poor account segmentation can all lead to wasted ad spend.

For example, if you're a retail brand and your ads aren’t inventory aware, customers who buy products out of stock may get a bad customer experience. That could mean negative reviews and a costly customer reacquisition campaign.

Luckily, tools like AdsIntel can help reduce this issue by ensuring ads only reach in-market accounts that are ready to buy. Using data insights such as company size, industry and tech stack, advertisers can create precise audience lists and serve them the right ads at the right time, lowering media waste and boosting ROI. This also improves performance by allowing marketers to only bid on keywords that have a strong chance of driving conversions.

Poorly Targeted Ads
While a broad approach to advertising can be effective at reaching a large audience, it also comes with costs. The more people you reach, the higher your cost per conversion, so narrowing down your targeting to specific audiences and accounts is a better way to increase marketing ROI.

Using predictive analytics to identify high-intent keywords and account data helps you narrow your audience. Ads served to qualified leads are more likely to convert and reduce ad spend waste.

Having the ability to track end-to-end account-based marketing metrics is important for optimizing media spending. Rather than marketing to GRP goals, focus on metrics like pipeline and revenue to prioritize your efforts for the highest return. This will allow you to optimize media spend by leveraging a more complete view of your customer journey and how your campaigns work together to achieve business goals. Using granular insight reports also enables you to dynamically allocate budgets to best-performing channels, partners and strategies.

Negative Keywords
If your ads are showing up for unrelated search queries, you’re spending money on people who aren’t interested in what you’re offering. That’s why it’s important to have negative keywords in place to prevent your ads from showing up for searches that don’t align with your business.

You can set up negative keywords at the campaign or ad group level. A campaign-level list excludes all campaigns within that campaign, while an customer segmentation tools ad group-level list is applied to specific ad groups, giving you more granular control over your targeting.

Use tools like the Optmyzr Keyword Finder to identify search queries that are irrelevant to your products or services and add them as negative keywords. Exact match negative keywords exclude search queries that include your negative keyword phrase in the exact order, and without any additional words (like misspellings, singular or plural forms, acronyms, stemmings, or abbreviations). Then, you can ensure your ads are not shown to people who may be looking for something related to what you offer.

Poor Campaign Management
When marketers are unable to make granular, continuous optimizations that optimize their Amazon advertising strategies, they are wasting budget and delivering poor performance. Having a tool that updates insight reports in real time allows teams to see conversion patterns immediately and make immediate, dynamic adjustments to their campaigns, eliminating wasted spend and improving efficiency.

For example, if an ad is served to an in-market account whose size and industry match the profile of a buyer, ads can be paused for that audience when the product is not available. This prevents a negative customer experience, keeps the brand top of mind, and frees up the advertising budget for another opportunity.

With the right strategy and tools in place, you can minimize ad spend waste and elevate every marketing dollar. Our marketing, media, data, and cybersecurity consultants will develop a practical and valuable media strategy to maximize your ad spend and ensure that your campaigns are delivering the best results possible.