3 ways you're wasting your biddable media budget... and how to fix it!
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
A quick intro…
• Head of Biddable Media.
• This team covers Paid Search and Paid Social,
but works closely alongside our Programmatic
and Organic teams.
• Working across a range of clients, most
notably in Retail, Finance and Gaming sectors.
• My job is to help develop overarching,
innovative strategies to help clients get the
most bang for their buck.
Ingredients for Biddable Success
AUDIENCE CHANNELS MEASURES+ +
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Understanding our target audience is vital for
any successful biddable media strategy – after
all, our audience should be at the heart and
centre of what we do.
However, we often find that brands that come
to work with us either have little understanding
of their audience, or have a much too refined
and niche view.
when it’s too big?
Many brands often have little understanding of their
target audience and therefore are targeting too
broadly. This means wasted budget on users who are
unlikely to ever take our desired action.
We most often see this across Paid Search, where
the keyword is still king, and marketers aren’t making
use of Google or Bing’s robust audience targeting
Financial Services Example
As they were a
audience was deemed
to be anyone who
shopped at the
supermarket – that’s a
lot of people!
Given there was no
understanding of who
this audience was,
they had no level of
across paid search
Where budget was
limited, daily caps
would often be
reached. But we
could not guarantee
that budget was
spent on the right
when it’s too small?
When defining our target audience, it’s all too easy to
become too specific. This could leave us with a tiny group
of users to target, and ignores others who could be crucial
to our business.
This usually happens across paid social channels, where
brands develop preconceived ideas of who their audience
is and is reluctant to target outside of this. However, this is
the bi-product of inflating CPCs and reducing the impact of
the platform algorithm.
THEIR AUDIENCE WHO THEY
Famously, A&F saw
their audience as
young, attractive, slim
Even down to their
sizing, their audience
wasn’t inclusive, as
they didn’t go up to
large and used only
This means that they
were excluding a huge
potential audience for
vanity reasons. Plus,
their target audience
was perhaps more
Profiling Methods We Use
PINPOINTQUESTIONAIRES EXISTING RESEARCH ANALYTICS
ACTIVITIES & INTERESTS
Analyse the types of activities that your target
users are engaged with whilst online on a
frequent basis, this helps us to further
establish what they look like as a rounded
person – even if it doesn’t directly correlate
with your brand!
This is a key element that helps us to understand
people’s motivators and why they build
relationships with brands. By connecting with
likeminded users, we maximise the impact of our
ads and content.
If core to your business, we’d also recommend
outlining demographics. However, it’s best to keep
these relatively top line to avoid stereotyping and
ignoring potential customers.
How does your audience behave online and what
is their typical conversion path? Can we break it
down into certain key targetable moments?
The 4 key areas we must understand in order to have a complete picture of our target
audience that can be leveraged holistically across channels.
Google Bing Facebook LinkedIn Twitter
INTEREST/AFFINITY Google Facebook Facebook LinkedIn Twitter
IN MARKET Google Bing
BEHAVIOUR Facebook Twitter
CONNECTIONS Facebook LinkedIn Twitter
EVENTS Google Facebook
PROFESSIONAL Bing Facebook LinkedIn
REMARKETING LISTS Google Bing Facebook LinkedIn Twitter
SIMILAR USERS Google Facebook LinkedIn Twitter
Head Term Generic
Long Tail Generic
Finance / Loans
UK / EU Trips
Paid Search Example.
KEYWORD FOCUS INTEGRATED APPROACH
HEAD TERM GENERIC
LONG TAIL GENERIC
The core audience
down into the
with a campaign for
type, reflecting a
stage in the user
VIEW / ADD LAST 7
VIEW / ADD LAST 30
VIEW / ADD LAST 100
Audiences Againstthe Funnel.
High ROI Lower Volume
The impact it has.
Understanding where the users are within the conversion journey.
Interactions required to apply.
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The Silo Problem
Whilst a single view of audience targeting helps to unite biddable channels, channels operating in a silo
approach from their organic counterpart leads to overlap and conflict and ultimately wasted spend.
In the view below, PPC is likely to be redirecting ‘free’ organic traffic through a paid ad. This inflates overall costs
PPC / SEO Cannibalisation
PAUSE KEYWORDS ACTIVATE KEYWORDS
When we rank position 1
organically and there is no
search competition and
shopping results are not
When we either don’t rank
position 1 organically or
there are search
competitors present or
shopping results are
Paid Social v Organic Social
PAID PAIDORGANIC ORGANIC
Unless you’re using negative audience lists, your paid and organic social audiences are likely to be similar. It is
therefore important to ensure a consistent tone of voice, or risk wasting budget on mixed messages.
SHARE CREATIVE LEVERAGE
Consider whether we
want existing, engaged
followers to be
included in Paid
targeting. Will this
cause conflict, or will
they complement each
consider what creative
could be used across
both. But perhaps with
different cuts or
variations to suit each
It is now possible to
organic posts as paid
ads. This makes the
budget you used for
activity work that little
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The Attribution Problem
Traditional last click measurement attributes all credit to a
single touchpoint, and leads to favouritism of the latter
part of the journey.
What this leads to…SPEND
CONTRIBUTION TO GROWTH
A Fairer View
Develop an understanding of the contribution
and cost of each touchpoint in the journey for
fairer credit and an understanding of overall
Cost per acquisition based on all
What this leads to…
CONTRIBUTION TO GROWTH
It is vital to have an understanding of whether a customer is new. Acquisition of new customers will naturally have a higher cost
association. But these customers are crucial to business health. Therefore, this should be factored into variable targets.
Test budget isn’t
Once our activity reaches a place of comfort,
we are often led into thinking that we can
maintain a static approach and avoid the risk
of budget wastage.
However, the marketing landscape is always
changing, and therefore this approach will
lead us to fall behind. Smarter use of spend
therefore allocates specific test budgets to
help answer key marketing questions.
What are my most profitable generics at scale?
What is the incrementalism of my Facebook campaigns?
Can we successfully leverage new ad formats?
Are YouTube viewers likely to come back through brand?
What type of message generates the highest ad recall?
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