Wasted spend

Every account has some. The question is where, and how much is real waste versus normal variance. Calling a keyword waste after twenty clicks can pause something good; waiting too long lets real waste run for months.

The usual places are search terms nobody meant to buy, keywords past the point of proof, Display placements in apps, and settings like Search Partners or interest targeting.

1. Open the search terms report and sort by cost with zero conversions.
2. Do the same on keywords, locations, devices and placements.
3. Work out the clicks your conversion rate needs before zero means something.
4. Check network and location settings on every campaign.

At a 2% conversion rate, thirty clicks with no conversion are still normal. It takes far more before zero is unlikely to be chance.

An account at 2% stops calling keywords waste at 30 clicks. It waits for enough clicks for its own rate, and for spend well past what a conversion should cost.

• Judging waste on a fixed number of clicks.
• Blocking searches that converted months ago.
• Counting money freed on a budget-limited campaign as savings, when it will be spent again.

The audit checks Oppy runs on this, each with its own page.

• Searches taking money with nothing back
• Keywords spending past the point of proof with nothing back
• Campaigns spending with no conversion at all

• Search term: What someone actually typed when your ad showed.
• Negative keyword: A word or phrase that stops ads from showing on searches containing it.
• Conversion rate: Conversions divided by clicks.