Can third-party platforms help reduce wasted ad spend and improve budget allocation?

Absolutely — third-party bid management platforms are specifically designed to reduce wasted ad spend and optimize budget allocation, especially when managing campaigns at scale across platforms like Bing Ads.

Here's how they help:

💸 1. Intelligent Bid Optimization
Platforms like Skai (Kenshoo), Marin Software, and Optmyzr use algorithms and machine learning to automatically adjust bids based on real-time performance data.

This ensures you're not overspending on underperforming keywords or audiences.

They factor in:

Conversion rates

Cost per acquisition (CPA)

Return on ad spend (ROAS)

Time-of-day and device performance

✅ Result: Higher-performing campaigns with better cost efficiency.

📊 2. Budget Forecasting and Pacing Tools
These platforms offer forecasting features to predict how your spend will perform across different timeframes and scenarios.

Pacing tools help ensure you spend your budget evenly throughout the month or campaign duration.

🔍 Example: Avoiding front-loading spend in the first few days of a campaign.

🚫 3. Waste Detection and Alerts
Set up alerts for inefficient spend, such as:

Keywords with high spend but no conversions

Low-quality traffic sources

Poor-performing ad placements

⚠️ You get notified quickly so you can pause or adjust those elements before wasting more money.

🧠 4. Performance-Based Budget Allocation
Platforms automatically reallocate budget from low-performing campaigns to high-performing ones based on defined KPIs.

Some tools use portfolio-level optimization, meaning they optimize the overall ROAS across all campaigns, not just individually.

🔁 5. A/B Testing & Iteration
Test different bidding strategies, ad copy, or landing pages and allocate more budget to winners.

This prevents overspending on strategies that aren't driving results.

🛠� 6. Granular Audience & Geo Targeting
Narrow your targeting with insights from platform data.

Bid lower or exclude audiences/locations with historically low conversion rates.

✅ Bonus: Multi-Channel Efficiency
If you're running campaigns across Google, Facebook, and Bing, third-party platforms can centralize performance data and shift budget dynamically between platforms for maximum return.