Digital Marketing Category

Return on Ad Spend (ROAS)

Return on Advertising Spend (ROAS) is a term you encounter all the time when working on advertising optimization. There is even a Google Analytics metric named ROAS and you can use Target ROAS as a bidding strategy in AdWords.
So, what is ROAS exactly? To start, the ROAS formula is defined as the ratio of the revenue generated by advertising over the cost of that advertising.

$$
\text{ROAS} = \frac{\text{Revenue from Ads}}{\text{Cost of Ads}}
$$

ROAS measures how much of your advertising spend you got back in revenue. ROAS is never a negative number because in the worst case your ads produced 0 revenue and ROAS would be zero.

So, what’s a good ROAS? The answer is that it depends on the operating margins, cash flow, and other aspects of your business. In this post, we examine how to know what your ROAS needs to be and how to use (and not misuse) ROAS as a guide to managing your advertising spend.

 

AdWords ROI for SaaS

 

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Facebook Lookalike Audiences: What Are They and How to Use Them

Imagine two people, one who is a loyal customer with a high lifetime value and another who has never heard of your brand. Now imagine these two people have a great deal in common in terms of interests, behaviors, age, and location. What if you could use the profile of your customer to connect with the relative stranger?
That’s what Facebook Lookalike Audiences are all about.
In this post, we will look at one of Facebook’s specific advertising capabilities: Lookalike Audiences. We’ll cover what they are, how they’re built, and how to use them.

 

Twins

 

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Reporting on Google My Business Listings

Digital marketers can strive to reach audiences around the world but they can also focus on the users right next door. For brick and mortar businesses, it’s mostly the latter. When your market is your own community, it’s your local website users that are the most important to understand and study.
Reporting on local data is an important role for agencies and in-house analysts. To gather information and build action plans, Google My Business (GMB) dashboards hold a number of useful insights about how local customers are finding you online.
Until fairly recently, the ability to export this data outside of the GMB environment was fairly limited and required some manual workarounds. Fortunately that’s no longer the case because GMB added some convenient export functionalities. These exports provide easier ways to analyze and leverage this data. In this post, we’ll review some basic considerations, best practices and ideas for reporting on the data you’ll find in Google My Business listings.

 

Google My Business Reporting

 

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Tips and Advice for Landing Pages

Ahhhh, landing pages. Hello, old friends.
Landing pages have come a long way in less than 20 years. If you were to look back at the versions from the early 2000’s, they look nothing like what we’ve come to define as landing pages today.
Much of that is due to the proliferation of startups and platforms focused whose primary focus is on allowing websites to build and integrate landing pages across channels. Their emphasis on leveraging data to allow for quick optimizations and improvements has also changed the game.
There’s no shortage of landing page solutions for all sizes: from the smallest business to enterprise level multinational corporations. But, despite their ubiquity, many marketers still struggle with creating landing pages and integrating them effectively into their campaigns. In this blog post, we’ll cover 15 tips and ideas for landing pages, informed now by nearly 2 decades of insight and data, from some basic first principles to more advanced tactics and considerations.

 

Landing Page Builders

 

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Reporting on Display Ads to Clients

When you read or hear the term “display ads”, it’s easy to immediately associate it with just banner ads. You know – the ones no one ever clicks on, right? And while banner ads certainly constitute one familiar kind of display advertising, let’s be honest, these aren’t your father’s display networks anymore. From traditional text & images to video rolls to native advertising to in-app ads, the formats, reach and functionalities of display advertising networks have never been richer and more promising.
However, the performance of display advertising can vary tremendously, particularly when compared to other channels and traffic mediums that clients are more accustomed to. As such, all the cutting-edge capabilities in the world matter very little when you cannot communicate their value to clients.
In today’s post, we’ll review 3 higher-level considerations for reporting on display advertising.

 

Reporting on Display Ads

 

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