Scatter loss

What is wastage?

In online marketing, wastage occurs when users are addressed with an advertising campaign even though they are not part of the actual target group. The aim of a successful advertising campaign is always to keep wastage as low as possible. If only users who are actually potentially interested in a product are addressed with a specific advertisement, the advertising budget can be used effectively. In order to keep the wastage of an advertisement as low as possible, there are appropriate measures that should definitely be taken before placing an advertisement. These include a comprehensive target group analysis and segmentation. The choice of medium on which the advertisement is displayed should also not be underestimated.

Good examples of advertising campaigns with high wastage can be found directly on television. Most viewers switch off directly at the first commercial or mute the sound. This results in an enormously high wastage, which is also associated with very high costs. Poster advertising is also only as efficient as the location where it is placed. If, for example, a poster advertisement for Deutsche Bahn hangs on the highway, the chances of success of this campaign are rather low. In online marketing, the correct analysis can achieve a conversion rate that others in traditional advertising media can only dream of.

Low Wastage Thanks to Target Group Analysis

Before an advertising campaign is launched, a comprehensive target group analysis should always be carried out. Different user and people groups have different interests and requirements. Only companies that have analyzed their target group and really tailor the advertisement to a selected user group will be able to benefit from new customers and increasing sales in the long term. The most important characteristics of a target group include

• Gender
• Age and origin
• Occupation and approximate income
• Interests
• psychographic characteristics
• Purchasing behavior

Scatter loss in search engine advertising

Scatter loss is particularly fatal in advertising campaigns where payment is made for impressions or actual clicks. Here it can happen very quickly that people are shown an advertisement that they are not interested in. Nevertheless, in this case the advertising measure must be paid for. In the case of search engine advertising such as Google Ads, a comprehensive target group analysis must be carried out in order to minimize wastage and benefit from new customers and increasing traffic.

How can wastage be avoided?

If an advertising campaign is to be launched, it is often worth carrying out a detailed and time-consuming target group analysis. Only those who really know their target group and also know where they can reach them can minimize wastage so that an advertising campaign is successful in the long term.

Pay attention to language, tonality and content in advertising campaigns

Attention should also be paid to how the relevant target group is treated and spoken to. The language and tone of advertising should be appropriate to the target group so that users feel addressed.

How can scatter loss be avoided through search engine optimization?

Search engine optimization can also influence scatter loss. If a website is particularly well optimized for main keywords, it is unlikely that users will reach the website who are not actually interested in the content. However, appropriate content must then be provided to ensure that users remain on the page and the bounce rate is low.