End Of Over & Underspending With Business Metrics

@navahf
End Of Over & Underspending
Navah Hopkins

@navahf © 2022 Optmyzr Inc. All rights reserved.
This Deck Was Made 20 Days Ago

There Have Been A Lot Of Changes & My Original Deck
Would Not Have Served You Well

Here’s Why:
Bids &
Budget
No Focus On
Audiences
Visual Creative
Is Central

However The Core Message Remains The Same:
Business Metrics Must Inform Marketing
Budgets

Agenda
Key Questions To Ask
Optimizing For Waste
Fixing Underspending
Scaling Without Breaking
Navah Hopkins
Evangelist
About Me:
In Digital Marketing Since 2008
Worked In SAAS, In-House, And
Agency
Pet Mom, Gamer Girl, Star Wars
Fan

Key Questions To Ask

Campaigns Are The Answer
To High ROI Questions

When Asked, ChatGPT Suggested $5-$30 CPC With Keywords
Ranging From 100 to 2,500 Monthly Search Volume

Budgets Are A Human Task - AI Can’t Make That Call
For You

Are All Parts Of Your Business Equal?

Are There Hubs Of Profit Or Are Your Best Customers
Everywhere?

Are Phone Leads/Sales Better Than Website?

How Seasonal Is The Business?

Does An Existing Initiative Meet The Need?

Answering These Questions Will
Help You Approach Your Budgets
More Efficiently

Over & Underspending Can Be Caused By “Waste”
Pitfalls

Most Advertisers Struggle to Achieve 50%+
of Available Impressions
Based on
2973
accounts
with at
least $.01
in search
spend
Average
impression
share is 47%

Auditing For Waste: Are You Getting Value Out Of
Search Partners & Display Select

These Networks Can Provide Value - Just Make Sure
They Actually Are
Search Network = 6% increase in CPA, 70% lower conversion rate, 69% cheaper clicks
Display = 340% increase in CPA, 93% lower conversion rate, 66% cheaper clicks
Jan 2023

Auditing For Waste: Are You Serving Where You Intend?

There Are Strategically Valid Reasons For All Three Settings,
Just Know What You’re Opting Into

Auditing For Waste: Are You Serving To The Right
People?

We Can’t Cling To Old Audience Settings
Based on data
from 3200 client
accounts in July
2019

Audiences Are Baked Into Broad Match, Consider
Observing & Excluding

Overspending

Overspending Is Only Bad When It’s Waste

How Many Leads/Sales Do Your Currently Get & Where
Can That Number Grow To Without Any Operational
Change

Budgeting For Less Than 10 Clicks In Your Day Is
Guaranteed Waste

Do Your Auction Prices Align With Value or Volume?

Balance Auction
Price and
Conversion Quality
Ear: $3.61 CPC/ $258.62 CPA
3 conversions
Hearing: $6.07 CPC/ $174.58
27 conversions

Use Assets To Promote Valuable Concepts
Without Paying A Premium

Have You Established Primary & Secondary
Conversions?

Smart Bidding Strategies Can Overspend In The
Learning Period (Especially When Conversions Aren’t
Tracked Correctly)

Conversion Values Focus Budgets

If You Don’t Trust Your Conversions, Spend Some Time
On Manual or Max Clicks/Target Impression Share With
A Bid Cap
12%
Optmyzr customers
using Manual Bidding
2%
Optmyzr Customers Using
Target Impression Share
Bidding

Fixing Underspending

Underspending Is Often Caused By Good Intentions Not
Finding Profitable Execution

Combining Too Many Targets or Business Units Can
Cause Budget Allocation Issues

Make Sure Campaigns Are Only Being Asked To
Support One Major Strategic Objective

Google’s Not Going To
Waste Its Time Or
Your Money On Pages
Lacking Transactional
Value

Low Search Volume Might Be An Opportunity To
Leverage Top Of Funnel Campaigns

PMax Is The Easy Button Because It Builds In Visual
Channels Too

Display, Video, & Social Might Be How Your Ideal
Customers Want To Interact With you

Are You Causing Under Bidding With Budgets?

Conversion Oriented Bidding Can Cause Issues
(Especially If The CPA/ROAS Goals Are Unrealistic)

Consider Using Max Clicks With Bid Cap or Target
Impression Share With Bid Cap
Wasn’t That The Advice For Over Spending…?

Accurate Conversion Data Is The Key To Not Over Or
Under Spending

Scaling Without Breaking

Important: Never Dump Large Amounts Of
Money Into A Winning Campaign All At Once!

Scaling Means Different Things to Different Accounts
Expanding
Markets
Adding New
Services
Adding New
Channels

Campaigns Typically Are Either:
Campaign is Location/Persona
Ad Group is Service/Product
Campaign is Service/Product
Ad Group is Persona/Way of
Searching

Number Of Ad Groups Can Also Choke
Budgets: 5-7 Is The Golden Ratio!
60% of
impressions
Budget
will only
go to
“winners”
instead of
everything

Once you Know Which Serves You Best, Scale The
Structure

Take Winning Structures To Other Channels
Search, Display,
Shopping
Video, Display,
Message
Video,
Display

@navahf
Thank You! Questions?
Navah Hopkins

End Of Over & Underspending With Business Metrics

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