The document provides a guide on reducing ad waste in Google Analytics and Google Ads through dynamic retargeting. It outlines how retargeting ads work, offers tips for creating effective campaigns, and emphasizes the importance of defining target audiences and utilizing exclusion lists. Additionally, it suggests leveraging IP address data for better ad targeting and ongoing monitoring to optimize campaigns and improve ROI.

1. How To Reduce Ad Waste in
Google® Analytics and Google Ads
With Dynamic Retargeting

2. WHAT YOU’LL LEARN
1
2
3
How Retargeting Ads Work
What Makes Retargeting Ads “Dynamic”
5 Tips for Creating a Retargeting Campaign
4 What Else You Can Do with KickFire for Google

3. “It’s not just about spending
less money, it’s about spending
smarter money.”

4. HOW DO RETARGETING ADS WORK?

5. AD WASTE
• “Ad waste” refers to the percentage of a digital ad budget that is spent
serving ads to buyers who are uninterested, not within your ideal
customer profile, or may be unable/never willing to buy your specific
product.
• Here are some classic symptoms of ad waste:
• Low click-through rates, conversion rates and high bounce rates
• Low quality leads due to your ads being served to out-of-market buyers
• Lackluster ad campaigns with little or negative ROI

6. WHAT MAKES RETARGETING ADS ”DYNAMIC?”
• “Dynamic” refers to the ability of marketers to programmatically adjust
their retargeting ad bidding based on a viewer’s known attributes (such
as: company, industry, revenue range, etc.) or browsing history.
• Dynamic retargeting allows you to serve ads to only high-value, in-
market buyers that are more likely to convert.
• Since your audience is more defined, there will be less users to serve
your ads to, but you will be spending more to win those ad placements,
so you will generally spend about the same amount as a regular
campaign.

7. HERE’S AN EXAMPLE:
• If you only want to target companies from the “automotive
manufacturing” industry, that list of companies is going to be much
smaller than that of a general paid search campaign.
• Your target audience will be much smaller, but for that smaller audience
it is much more important that you win those ad placements.
• Your cost-per-click will be higher, and you’ll serve fewer ads overall, but,
your conversion rate will be higher.

8. 1. DEFINE YOUR TARGET AUDIENCE
• Define your Ideal Customer Profile (ICP)
• What are some traits of companies that you sell to currently or want to sell to in the
future?
• Are your products best suited for companies within a specific industry or of a certain
size, etc.?
• You can create new audiences based on almost any firmographic trait.
• Be specific, but not too specific
• In order to create an effective campaign you’ll need a minimum audience of at least
1,000 users, so you need to strike a balance between focused enough to be
effective yet broad enough to have a good size audience.
• Focus on the firmographic data that really matters to your organization. Some traits
of your ICP will be more important than others.

9. FIRMOGRAPHICS
• Firmographics are company attributes B2B marketers use to define their
audiences, these traits can include:
• Company Name
• Website
• Company Headquarter Address
• Region/State
• Country
• Company Phone Number
• Employee Count
• Revenue Range
• Industry (SIC & NAICS)

10. HERE’S AN EXAMPLE

11. 2. MAKE AN EXCLUSION LIST
• Once you’ve found your target audience, it’s just as important to know
who not to serve your ads to. This list could include:
• Single session bouncers – i.e. visitors that may have stumbled on your website by
accident and left
• Companies outside of your ideal customer profile
• Your competitors
• Your own employees
• Using exclusion lists within Google Analytics will prevent you from
showing ads to certain accounts even if they are searching for your
specific keywords – allowing you to put that money to better use by
showing your ads to more relevant companies.

12. 3. KEYWORDS: BE SPECIFIC, BUT NOT TOO SPECIFIC
• Keyword-based search ads can be one of the most effective ways to get
more clicks and drive more traffic, but it can also lead to high costs and
lackluster conversion rates if you’re not careful.
• For example: An ad campaign for “dog food” might blow through your
entire ad budget in seconds, but an ad for “all natural food for adult
husky dogs” might be too specific to run a campaign on because the
search traffic will be too low. The key is finding a nice balance between
the two.

13. 3. KEYWORDS: BE SPECIFIC, BUT NOT TOO SPECIFIC
• Broad-match keywords – Keywords Google thinks are related to your
main search term.
• Good: High volume impressions/clicks, good brand awareness
• Bad: High cost, lack of targeting, low conversion rates
• Phrase-match keywords – Narrows down ad placements to only be
shown when your exact keywords or closely related ones are searched.
• Good: Good balance between search volume and target audience
• Bad: higher cost-per-click, smaller audience size than broad match
• Exact-match keywords – This limits your ads to exactly (or close to) your
selected terms.
• Good: Highly targeted ad placements, higher conversion rates
• Bad: Low ad placements, higher cost-per-click

14. 4. LEVERAGE IP ADDRESS DATA & TARGET ACCOUNT
WATCHLISTS
• IP address intelligence™ technologies integrated into Google Analytics
can gather a list of IP addresses from companies that have visited your
website and shown elevated buying intent.
• By gathering a list of IP addresses of your website visitors, as well as
companies on your target account watchlist, you can selectively bid
higher on those “high-value” IP addresses, thereby increasing the
possibility that your ads will be seen by only the most relevant buyers.
• This is the most powerful method for reducing the amount of wasted ad
spend in Google Ads because it eliminates nearly all out-of-market traffic
from ever seeing your ads in the first place.

15. 5. MONITOR, OPTIMIZE, CONVERT
• Once you’ve got your ad campaign running smoothly, your work isn’t
over yet. A successful campaign requires constant monitoring of things
like:
• Which companies are actually seeing the ads?
• Which ones are clicking through to your site?
• Which accounts are ultimately converting into paid customers?
• By constantly monitoring your progress and seeing which ads are
bringing in the high-value traffic your website needs, you’ll be able to
continue to refine your messaging and move resources to high-
performing campaigns to drive more revenue!

16. WHAT ELSE CAN YOU DO WITH KICKFIRE FOR GOOGLE?
• Identify the exact companies visiting your website
• Personalize website content through Google Optimize based on
company data, such as: industry, company size, geographic region and
more
• Track buying intent of the companies who click on your Google Ads
• Connect data across marketing platforms to measure and analyze the
performance of your website, digital advertising, SEO, email marketing,
social, and more
• Arm your sales team with daily email notifications of their targeted
companies visiting your website
• And so much more!

17. WANT TO LEARN MORE?
Check out these additional resources:
• 5 Ways to Decrease Ad Waste in Google Analytics and Google Ads
• Google Removed Network Domain and Service Provider – What
Can You Do About It?
Webinars On-Demand:
• Service Provider & Network Domain Disappear from Google
Analytics
• Optimize Ad Spend with Keyword Intent Search &
Personalization in Google Analytics
• Eliminate Ad Waste with Account-Based Marketing in
Google Analytics
Video:
Articles:
• KickFire for Google

18. Ready to get started?
Contact us to set up a free trial and see what’s
possible with KickFire for Google