Saturation
Saturation: where your budget stops working
Most wasted ad budget is not spent on channels that do not work. It is spent on channels that work, past the point where they keep working.
Room to growPast the knee — wasteResponse curve
Here the next dollar returns about 10% of what your first dollar did — and you are 70% past the knee.
4 pages
- What ad saturation actually looks likeAd saturation is the point where each extra dollar in a channel buys less than the dollar before it.3 min
- How to find the point where your channel stops paying offYou find a channel’s saturation point by estimating its response at many spend levels, then confirming it with a match-market test.3 min
- Branded search is where budget goes to dieBranded search shows the best return in almost every ad account.3 min
- Spend went up and revenue went up. That proves nothing.Spend and revenue rising together fits a world where your ads work.3 min