How To Improve Your Campaign’s ROAS

How To Improve Your Campaign’s ROAS

If you own a business, it’s important that every dollar in your budget is spent wisely.

But how do you know which ad campaigns deserve more time and money than the others?

Simple – you check your ROAS.

What’s ROAS And Why Should I Care About It?

ROAS is one of the most important metrics used by online advertisers that helps you determine how your campaign is contributing to your brand’s bottom line.

So if you want to improve your campaign, a good place to start is to track its progress.

ROAS helps you do that by showing you how many dollars you receive for every dollar you spend on advertising.

What’s The Difference Between ROAS And ROI?

You might think that this metric refers to Return on Investment. But it doesn’t.

ROI helps you assess the overall effectiveness of your marketing strategy. Whereas ROAS evaluates the results of a specific campaign, ad group or keyword.

How Do I Calculate My Campaign’s ROAS?

Some metrics are really complex and difficult to work with. Fortunately, ROAS isn’t one of them.

Here’s a quick formula to help you calculate it. 👇

Image via PPC

Now that we got that out of the way, how do you actually improve ROAS for your business?

3 Easy Ways to Boost Your Campaign’s ROAS

ROAS growth basically boils down to this: your ad spend stays the same, but your revenue increases.

A powerful strategy for doing this is conversion rate optimization. What this means is streamlining user experience to ensure that prospects turn into real, paying customers.

How do you achieve this?

Here are 3 simple ways:

Optimize landing pages for conversions

The landing page of your PPC ad needs to look flawless and successfully target the audience you’re trying to attract.

But in order to do that, you can’t overlook these key elements:

  • Have a clear and powerful headline
  • Make sure your CTA stands out
  • Add a compelling image and video
  • Have a clean, user-friendly design
  • Showcase benefits with lists or bullet points
  • Use testimonials
  • Feature third-party verification

You can use A/B testing for different landing pages to see which one works best for your prospects.

2. Improve mobile-friendliness

Almost 60% of all internet access is done through the phone. This means that you risk losing a good chunk of your prospects just by not optimizing content for this medium.

Nobody should have to zoom in and out ten times when accessing your website on their smartphone.

And the truth is: nobody will – because other options with a better experience are only a click away.

So make sure that you minimize code, reduce redirects, make images the correct size, get rid of pop-ups and make navigation “finger-friendly”.

3. Add a branded campaign

A branding campaign allows you to dominate your Search Engine Results Page (SERP) instead of your competition. Yep, this happens.

Let me explain.

Let’s say your customer has already decided to buy your product. They already know what they want and they do a quick search before they make the purchase. But when they add your brand’s name into the search bar, it’s not your brand that pops up – it’s your competition!

The point is that with a campaign that uses your own branded keywords, you can be sure that your name will be the first and only to pop up on your SERP. That way you don’t take any chances and risk losing your prospects because they landed on your competitor’s page.

Conclusion

Online ad campaigns are not meant to drive traffic, they’re meant to make money.

If a specific campaign isn’t producing the revenue you’re hoping for, then something needs to be changed.

ROAS helps you find out where to implement a new strategy, as well as to track its evolution once you’ve made the necessary changes. In fact, this metric is a powerful tool for successful marketing and one you shouldn’t overlook.

Stay up to date, learn more about business metrics here.