Boosting Return on Ad Spend


Digital marketers nowadays realize the importance of tracking the effectiveness of their marketing campaigns. It is very essential because the number of clicks per campaign is not just the determinant of the success of every campaign. It exposes only half of its effectiveness. Moreover, every data in advertisement can be monetized, and the inability to produce a profit from marketing campaigns show ineffectiveness and just a waste of time, money, and resources.

Luckily, there are lots of metrics that can be used to assess the ad’s effectiveness, and one of the accurate ways is to measure the ROAS or the return on ad spend. A metric that measures to identify the amount received for every amount spent on advertising, it is a good way to determine if a particular advertising campaign is being utilized. This is different on return on investment (ROI) since this metric determines the effectivity of the marketing strategies and also its impact on the audience.

Calculating ROAS

To determine the ROAS for every marketing campaign, you must:

–    Check and evaluate the sales data for every marketing campaigns made;’

–    Consider which of these advertisements you would evaluate;

–    Get the generated total revenue from this ad campaign and subtract the expenses in advertising, and;

–    Divide the total revenue from the ad spent

How to Boost the ROAS

Calculating the ROAS for every advertisement is just the half part of the process. Once determined, you should find ways on how to improve it. Here are some ways to achieve the best and effective marketing campaign through the ROAS:

1.    Include another exclusive PPC campaign.

Yes, you already have your brand’s PPC, but having another one can be a great strategy to improve your ROAS. According to LYFE Marketing, 2-4 times of the ROAS of non-branded ads can be attained by the branded ones. You can hire a PPC for this purpose.

While there is a big risk in bidding for your brand since it is considered a waste of resources, doing this can, lets you have control in discussions about your brand. Moreover, this will allow your brand to get the suitable links for the appropriate customers in every search engine results.

2.    Provide negative keywords.

Putting keywords you shouldn’t want to describe your brand helps in minimizing unnecessary ad spend.

Doing this helps your campaign to not become visible on the search engine results that use these keywords in their queries. Also, it helps to develop the relevancy of the traffic your ads have.

3.    Enhance the landing pages.

Aside from ensuring that the search engine users will click your ads, another way for improving ROAS is to optimize the landing pages for conversion.

The landing page must be aligned to the audience that you are targeting as your customers, also, on the message type used in your advertisement. It should have content that creates a smoother transition from the copy of your ads.

4.    Do not just stick on the broad match.

Despite the potential of using a broad match in checking which of your ads are giving you a better return, it can cause you to waste money since it does not guarantee the return you will be needing.

However, you can still use broad matching your keywords and check which of these will work best, but not rely much on this strategy. Instead, you can readapt your present technique especially if you found more definite terms that you can convert and use for potential new buyers.