While some experts have estimated digital ad waste to account for about $7.2b annually, another expert opinion puts that number higher. MUCH higher.
Fully ⅓ of ad spending may be wasted on fraudulent and misleading click and impression schemes. That’s $18.5 BILLION of waste!1
For most web marketers, this leaves a small, unattractive set of options:
- Keep wasting budget on ads that are essentially stealing money from them,
- Continue targeting the wrong audience in hopes that the low campaign cost will magically result in ROI,
- …Or pay a LOT for every conversion in a well-targeted campaign.
Either way, campaign ROI continues to fall as the CPC continues to skyrocket. This leaves out all but the most high-value products and services to find any satisfactory customer growth through digital ad spending.
What is that they say about continuing to do the same thing and expecting a different result?