Yikes! The relationship isn’t linear…it’s exponential.

Cost-per-Conversion

As it turns out, for every 10% increase in wasted ad spend, your cost-per-conversion increases by 44-72%.

Every time.

So, if your cost-per-conversion is $10.00 and your wasted ad spend goes from 30% to 40%, your new cost-per-conversion will be somewhere around $14.43-17.22.

If it goes from 30% to say, 75.80%, your cost-per-conversion will jump to $53.79-120.20!

That’s an 540-1200% increase!

These results are consistent across a range of industries, conversion rates and average costs-per-click.

And, if you think about it, these results actually make a lot of sense. Every dollar you waste on non-converting search terms is a dollar you could have spent on keywords that convert.