{"id":15328,"date":"2023-06-06T22:00:00","date_gmt":"2023-06-06T20:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv-staging.wpdns.site\/news-and-resources\/3-ways-to-maximize-budget-efficiency\/"},"modified":"2026-03-26T09:18:25","modified_gmt":"2026-03-26T07:18:25","slug":"3-ways-to-maximize-budget-efficiency","status":"publish","type":"post","link":"https:\/\/incubeta.com\/ae\/news-and-resources\/3-ways-to-maximize-budget-efficiency\/","title":{"rendered":"3 Ways to Maximize Budget Efficiency"},"content":{"rendered":"\nAs it stands, marketing budgets compose approximately <\/span>9.1%<\/a><\/strong><\/span> of total company revenue, a 4% decrease on 2022. <\/span>The following blog examines three different ways you can maximize your budget efficiency, and make your investments work both harder and smarter during economic uncertainty:<\/span>\n
    \n \t
  1. Identifying and eliminating waste<\/span><\/li>\n \t
  2. Using AI and automation to drive effectiveness<\/span><\/li>\n \t
  3. Creating new revenue streams<\/span><\/li>\n<\/ol>\n

    Identifying & Eliminating Waste<\/b><\/h3>\nThe primary method of maximizing budget efficiency is to identify and eliminate the \u2018deadweight\u2019 avenues within your marketing mix. Removing the channels that drain time, resources and budget without driving performance. Marketing has <\/span>changed more in the last three years than the last fifty<\/a><\/strong><\/span> and, as such, businesses are often\u00a0 set in their ways when it comes to legacy processes, structures and tools.\u00a0<\/span>\n\nLook at the rise of TikTok as an example. In 2019 TikTok was generating <\/span>$0.17 billion in revenue<\/strong><\/span><\/span><\/a> – with advertisers prioritizing alternate channels such as Twitter ($1.60), Instagram ($12.40) and Facebook ($18.87). Fast Forward to 2023 and TikTok has grown by 3917% – expected to generate over $6.8 billion in ad revenue by the end of the year.<\/span>\n\nPriorities change, and in times of economic uncertainty you need to eliminate waste, removing legacy and\/or dated approaches that stagnate your growth. Reconsider your attribution model – how are you attributing business growth? Identify the tangible and intangible impact of your activity, using test and control groups to eliminate false drivers.\u00a0<\/span>\n\nAdditionally structure your activity in a way that allows you to maintain complete control and visibility over performance at all times -remaining reactive to real-time data.<\/span>\n\nThis is what we did for UK health and beauty retailer, Superdrug.<\/span><\/a>\n

    \"\"<\/h3>\nThere is an age old question in Marketing, “do I need to invest in paid ads, when I am performing well on organic search?” And this is exactly what Superdrug wanted to know. They asked uS to maximize the efficiency of their paid search spend, and reduce the risk of their paid activity cannibalizing their organic coverage.<\/span>\n\nUsing our bespoke ML tool, <\/span>Seamless Search<\/a><\/strong><\/span>, we assessed millions of data points, pulling keyword level data from Google Ads and Search Console to model a picture of total revenue by keyword achieved. We then automated Paid bidding decisions based on a search terms organic position. To understand the value of the bid changes applied by the Seamless Search platform, an A\/B testing feature was built to see how performance of a control group, not managed by the platform, would compare.<\/span>\n\nAnalysis after the first 90 days showed: +102% Higher total ROAS from Seamless keywords, a \u00a353.3k incremental return from Total Search\u00a0 and a -50% lower CPC\u2019s with a minimal disruption to CTR.<\/span>\n

    Using AI & Automation to Drive Effectiveness<\/b><\/h3>\nAI, automation and other intelligent solutions are invaluable in helping businesses identify the best channels, audiences and messages to drive ROI. As such, it has become a key priority for advertisers.\u00a0<\/span>\n\nIn-platform automation has become the norm, but this is not without its limitations. Standardized automation, or off-the-shelf software comes with a significant lack of control – and the same approach is often echoed across multiple brands.\u00a0<\/span>\n\nThe solution? Bespoke, tailored tools that help you regain control while driving performance.\u00a0<\/span>\n\nLeveraging the power of bespoke AI solutions<\/a><\/strong><\/span> can help maximize the impact of your available budget and discover new opportunities to further drive growth – across Media, Creative and Experience.\u00a0<\/span>Great performance is a result of seamless cross-channel integration, and intelligent solutions, tailored to your brand can help you achieve it.<\/span>\n\nThis is what we did for the world’s largest cosmetics company, L’Or\u00e9al.<\/span><\/a>\n\nRemember: AI and automation is only as good as the data that feeds into it – cross check your data quality and accuracy\u00a0<\/span><\/i>\n

    \"\"<\/h3>\nConsumers often don\u2019t understand how the environment affects their skin and therefore don’t see the need for a skin analysis \u2013 especially not via digital consultation. Yet, consumers expect to be approached by brands with relevant information about what skincare products they need. L’Or\u00e9al wanted to explore a way to increase their ad effectiveness by adding this level of personalization to better educate consumers on skincare, provide valuable insights of the effect of the environment on their skin, and convince them to take further action with L’Or\u00e9al (Vichy).<\/span>\n\nUsing a GEO-location DCO strategy combined with <\/span>Seamless Creative<\/span> (Incubeta\u2019s bespoke ad personalization platform) we simplified campaign setup by compiling unlimited dynamic creative variants. Ads are personalized at LI level, providing appropriate key visuals and ad copy, triggered by real-time UV, Air Quality, and Pollution Indexes.<\/span>\n\nComparing activity to static ads used in previous campaigns we saw: a 48X increase in Engagement, a -56% decrease in CPA, a -89% decrease in Time to Launch.<\/span>\n

    Creating New Revenue Streams<\/b><\/h3>\nAs consumer behavior shifts, and marketing budgets are having to work harder than ever before, identifying new ways to sell, and new channels to explore is key to remaining agile and competitive in your market.<\/span>\n\nOver reliance on a singular revenue stream is risky – you should be diversifying your strategy, exploring a wider range of solutions to drive business growth.<\/span>\n\nGo back to the basics and consider where this growth can come from. Creating new revenue streams doesn\u2019t necessarily mean starting from scratch. While this certainly has its benefits, it\u2019s important to also see the value in existing channel amplification such as international market expansion.<\/span>\n\nIt\u2019s about finding new places where you can drive demand for your services. Monitor the market and, for want of a better phrase, follow the money. Look at where people are spending money and ask yourselves the following questions:<\/span>\n