If you have a limited advertising budget, which targeting method, between keyword and interest-based targeting, allows the most immediate granular control of your ad spend?

With a limited advertising budget, keyword targeting allows for the most immediate granular control over ad spend. This is because you directly select the search terms that trigger your ads, enabling precise control over where your budget is allocated. You can closely monitor the performance of each keyword and adjust bids or pause underperforming keywords in real-time. Interest-based targeting, on the other hand, targets users based on their broader interests, which can be less specific and lead to wasted ad spend on users who are not actively searching for your product. While interest targeting can be effective for brand awareness, keyword targeting provides a more direct way to reach users with high purchase intent and optimize your budget for conversions. The keyword targeting allows more immediate budget shift as you can directly pause it immediately without the risk of the system learning and costing more money in the process.