Ad space is a valuable commodity, and Google’s not giving it away for free. 

Table of Contents

• Introduction
• Identifying Inefficiencies in Ad Spending
• Common Areas of Ad Waste
• Putting Insights Into Action: Strategies to Combat Ad Waste
• The Path to Advertising Efficiency
• Experience the DOM Difference

Let’s take a look at some of the ways your ad spend can wiggle out of your control and a few tried and true ways to get things back on track.

Identifying Inefficiencies in Ad Spending

Data holds the key to understanding where your advertising dollars are going and, more importantly, pinpointing where they’re leaking. By diving into analytics, marketers can track performance metrics that highlight inefficiencies and opportunities for refinement. 

Good analytics helps strategists observe real-time data showing that certain ads were not only underperforming but were also failing to engage the target demographics effectively. This insight helps them redirect funds from poor-performing ads to those that demonstrate higher ROI.

Audience targeting often comes with its set of challenges. An ad campaign might have the most visually appealing graphics and compelling copy, yet if it’s shown to an audience that does not align with the brand’s ideal customer profile, the efforts are wasted. 

For instance, a luxury brand unintentionally targeting budget-conscious shoppers due to broad or misaligned audience parameters would result in high impressions but low conversion rates, leading to a substantial drain on ad budgets. 

Tightening audience parameters can dramatically increase ad performance by ensuring that your message reaches the eyeballs most likely to convert.

Common Areas of Ad Waste

One significant drain on ad budgets comes from poor ad placement. Advertisers might find their messages displayed on websites that do not align with their brand values or intended audience, simply because exclusion lists were overlooked or not properly managed. 

For example, a high-end fashion retailer might see its ads appearing on discount clothing sites, which not only fails to reach the intended demographic but could also damage the brand’s prestige. By employing strategic exclusion lists, ads only appear in environments conducive to their marketing goals.

Another area often overlooked is the optimization of ongoing campaigns. 

Many campaigns operate on a “set it and forget it” principle, where ads continue to run without regular review or updates. This approach can lead to diminished returns over time. Regular A/B testing of ad elements like headlines, images, and call-to-action statements can reveal combinations that resonate better with the audience, leading to improved performance. 

By actively managing and updating ad campaigns, marketers can maintain a high level of engagement and effectiveness, ensuring every dollar spent works as hard as it can to achieve business objectives. 

Taking control of these common areas of waste not only tightens the ad spend but also increases the overall effectiveness of digital advertising efforts.

Putting Insights Into Action: Strategies to Combat Ad Waste

Identifying areas for improvement is crucial, but it’s the actions we take that truly streamline digital ad spend. 

Let’s explore some concrete tactics that can yield tangible results:

• Craft Compelling Creatives: Attention is currency in the online world. Ads that stand out from the digital noise have a fighting chance. Invest in strong visuals, experiment with video formats, and write compelling copy that cuts through the clutter. A fresh look can significantly boost your click-through rates – getting more bang for your advertising buck.
• Target with Laser Precision:  Blanket targeting is a surefire way to waste precious ad dollars.  Segment your audience with careful consideration. Leverage geographic targeting, demographic filters, interest-based targeting, and behavioral insights to focus your ad impressions on those most likely to convert.
• Harness Retargeting: People rarely make a purchase on their first interaction with your brand. Retargeting keeps you top-of-mind with those who have expressed interest. Showing previous website visitors tailored ads across various platforms can dramatically increase conversions compared to chasing only new prospects.
• Optimize Continuously: Think of your digital ad campaigns as an ever-evolving experiment. Frequent, small adjustments are often more beneficial than sweeping changes. Split test creative elements, landing pages, and bidding strategies to identify the combinations that yield the highest return for your business.
• Unleash the Power of Reporting: Don’t fly blind! Establish clear key performance indicators (KPIs) that align with your business goals. Regular, in-depth analysis of your data empowers you to identify what’s working and where to course-correct. Track your KPIs rigorously, and adjust your campaigns accordingly to maximize ROI.

The Path to Advertising Efficiency

Reducing wasteful ad spend is not a one-size-fits-all endeavor. Each business must identify the specific leaks and devise tailored strategies to plug them. Implementing and refining the tactics outlined above is a continual process demanding dedication, data-driven decision-making, and a willingness to adapt with the ever-shifting digital landscape.

The good news? Every dollar reclaimed has the potential to be reinvested back into campaigns showing promise, leading to a virtuous cycle of improvement and an increasingly efficient, high-performing digital marketing engine.

Experience the DOM Difference

Wasteful ad spend compromises your ability to reach and engage your potential customers. Identifying the weak points in your spending is a complex task, but with the right expertise, the path to advertising efficiency becomes clear.

At DOM, we have the tools and seasoned professionals to pinpoint exactly where your ad spend is slipping away. Let us analyze your campaigns and provide a free PPC audit, offering tailored recommendations to improve your results. 

Get in touch today and discover the untapped potential hidden within your digital advertising initiatives.

Key Takeaways

• Data-Driven Analysis Unlocks Insights: Analytics offer vital clues about where your ad spend is effective and where it might be draining away. Track key performance metrics (KPIs) to discover where to focus optimization efforts.
• Audience Targeting is Paramount: Misaligned audience targeting wastes money and yields poor conversion rates. Fine-tune your targeting to ensure your message reaches the individuals most likely to be interested in your products or services.
• Exclusion Lists Matter: Protect your brand and increase advertising efficiency by carefully defining where you don’t want your ads to appear.
• Optimization is an Ongoing Process: Avoid the “set it and forget it” mindset. Continuously test variations of your ads and refine your approach based on what the data reveals.
• Reporting Provides Clarity: Establish clear KPIs and regularly analyze your data to make informed decisions that maximize ROI.
• Expert Help is Available: Identifying potential inefficiencies in ad spend can be challenging. Partnering with experienced professionals like those at DOM will provide a streamlined PPC audit and tailor a plan to plug the leaks in your advertising budget.

The post Your Ad Spend Black Hole – How to Identify and Plug the Leaks appeared first on Direct Online Marketing.

• Connect with U.S. commercial diplomats: Get expert advice and market-specific insights to guide your expansion strategy.
• Build your network: Meet potential partners, industry leaders, and companies with similar goals.
• Discover new markets: Explore untapped potential and identify lucrative customer bases for your products or services.

DOM will also be meeting with businesses, agencies, and associations in Bucharest, Romania May 9-11, 2024.

DOM at Trade Winds: Your Export Marketing Partner

DOM is thrilled to be participating in Trade Winds Europe/Eurasia 2024. With 18 years of digital marketing experience and a strong track record of international success, we’re ready to help you figure out your next move on the global stage.

Attendees in Istanbul will be able to receive expert export marketing advice, including:

• Export marketing audits: Get a personalized assessment of your current strategies.
• Strategy consultations: Discuss your goals and create a roadmap for success.

DOM can help you:

• Amplify Your Global Reach: in Türkiye, throughout Europe, and around the world
• Maximize Export ROI with Targeted Digital Campaigns
• Outpace the Competition in Global Markets
• Speak Your Customers’ Language – Literally and Digitally

DOM’s Experience in Export Marketing

We understand the rewards and challenges of international business firsthand. We’re experienced exporters ourselves, and we’ve helped clients sell into over 150 countries around the globe. We can help you with:

• Targeted campaigns: We craft campaigns that resonate with diverse cultures and languages.
• Data-driven strategies: We focus on maximizing ROI, ensuring smart investments that drive growth.
• Success stories: Our proven track record speaks for itself – let us share how we’ve helped others succeed.

Our Export Marketing Services

DOM offers a full range of services to support your international growth:

• Targeted Ad Campaigns: Reach the right customers at the right time.
• International SEO: Achieve visibility in global searches.
• Localization: Adapt your messaging for cultural resonance.
• Analytics and Reporting: Track results and optimize campaigns.
• Financing Options: We can help you explore financing for export efforts.

Beyond Trade Winds 2024

Trade Winds 2024 is just the beginning. DOM offers full-service international marketing tailored to your export goals. 

Check out some of our resources on international digital marketing and how these strategies can help you with your own efforts.

• How Online Marketing Helps Global Exporters Grow
• Advanced Tactics to Generate Foreign Sales Online (Webinar)
• Awesome Government Resources

Why are we so confident we can help? Because we’re award-winning exporters, too.

The post Export Marketing With DOM at Trade Winds Europe/Eurasia 2024 appeared first on Direct Online Marketing.

Table of Contents

• Introduction
• Where to Find Quick AI Wins
• AI for the Creative Spark
• AI-Powered Ad Optimization
• Just Because You Can Doesn’t Mean You Should
• Get the DOM Difference

And yes, it’s 2024 and we’re still all talking about AI. 

You might even say we’re talking about AI even more than we were before. Pretty soon after you’ve started using these AI tools to do things for you, you start to bump against the limitations. The ad headlines it writes start feeling very samey, or the grammar it uses in the descriptions starts to sound robotic. 

Even if you haven’t tried ChatGPT, chances are AI is already part of your digital advertising toolkit. Platforms like Google Ads use it behind the scenes for tasks like:

• Smart Bidding: AI can analyze real-time data to automatically fine-tune your bids, aiming for maximum conversions within your budget.
• Audience Targeting: AI helps pinpoint the exact demographics and interests most likely to engage with your ads.
• Responsive Ads: Using machine learning, AI can mix and match different headlines and descriptions to find the combos that resonate most with potential customers.

AI can do a lot, but it can’t do everything. Let’s get into it:

Where to Find Quick AI Wins

Let’s start with what you can do pretty much right away. Here are a couple of areas where it can start paying off fast:

Hyper-Personalized Ads

Think of AI as your customer data detective, piecing together a detailed profile of your ideal buyer. It digs into everything from purchase history to browsing patterns, figuring out what makes each individual tick. Using that intel, you can tailor your ads so they feel less like generic marketing and more like a personal recommendation. 

This precision targeting leads to higher engagement and a much better return on your ad spend.

Chatbots that Convert

Chatbots are a 24/7 sales assistant who never gets tired and always knows the right thing to say. AI-powered chatbots can offer tireless support, answering customer questions instantly and guiding them through the decision-making process. 

These bots can learn from each interaction, qualify leads, and even gently nudge potential buyers towards that checkout page. 

AI for the Creative Spark

AI can be a powerful spark plug for your advertising creativity, but it’s important to remember: it’s a tool, not a substitute for your marketing team. AI might replace everybody eventually, but not today (or tomorrow). Even so, there are ethical and smart ways to use AI when creating ads. 

Content Creation that Doesn’t Feel Robotic

Need a batch of punchy headlines? Stuck on a captivating product description? 

AI can brainstorm ideas, suggest variations, and even draft whole ad campaigns. This can be a fantastic way to break through writer’s block and get fresh perspectives flowing. The key is to use AI output as a starting point, then layer on your human touch to refine, polish, and give it that special something that only your brand can provide.

Stunning Visuals in a Snap

AI image generators can create eye-catching graphics, design layouts, and produce variations on your existing images. If you’re short on designers or need quick visuals for social media ads, this can be a lifesaver. 

Remember, human review is essential. Use your judgment to choose the images that align best with your brand messaging and resonate with your audience. 

It bears repeating: use AI in creative endeavors sparingly, if at all, and never without significant human intervention. Savvy users can smell AI from a mile away. 

AI-Powered Ad Optimization

AI can tirelessly analyze mountains of campaign data, from ad performance to audience behavior. This unlocks insights that might take a human weeks to uncover. 

Here’s how AI can help your advertising dollars work harder.

Let the Data Drive You

AI can monitor your campaigns in real-time and identify what’s working (and what’s not). This allows you to make continuous micro-adjustments to your budgets, targeting, and bidding strategies. You’ll squeeze the most efficiency out of every campaign instead of relying on broad-stroke guesswork.

Bid Smarter, Not Harder

AI-powered bidding tools can analyze patterns and predict the best bids for each individual ad placement. This takes the headache out of manual bidding and helps you win more ad auctions without overspending.

Just Because You Can Doesn’t Mean You Should

AI is a powerful addition to your marketing repertoire, but you can’t ignore its limitations. There are areas where human judgment, creativity, and intuition still reign supreme:

The Essential Human Touch

Building trust and forging genuine connections with your audience requires an understanding of emotion and nuance that AI still struggles to fully replicate. The heart of your brand strategy, the sensitive handling of complex topics, and the overall voice of your messaging are best left to your expert marketing team.

Danger of Bias

AI learns from the data it’s fed. If that data contains hidden biases, the AI can perpetuate those biases in its output. Careful monitoring, ethical considerations, and an awareness of potential blind spots are absolutely essential to avoid unintentionally discriminatory or harmful content. This seems like an obvious concern, but it shouldn’t go unaddressed.

Ethical Considerations

The use of AI in advertising raises questions about transparency and consumer privacy. Being open about your use of AI and offering customers choices helps build trust. 

You Gotta Know When To Hold ‘Em

Kenny Rogers wasn’t singing about using AI to make or manage your digital ads, but the basic lessons remain: you have to know when to use the tools and when not to. 

If somebody is telling you they can replace everything you do to create, run, and optimize your ads with a single tool, they’re going to try selling you a bridge next. Don’t be a sucker. AI isn’t there yet. 

The key to success lies in strategic use – knowing when to harness the power of AI and when to lean into the irreplaceable human element.

At DOM, we know all about when to use AI (hold ‘em) and when not to (fold ‘em). We’ve been helping businesses just like yours for a long time with their ads, and we don’t take a penny of your ad spend for ourselves. 

Get started with the DOM difference today with a free consultation. 

Key Takeaways

• AI is already integrated into many advertising platforms. Even if you’re not actively using AI tools, it’s influencing how your ads are served and optimized.
• AI excels at streamlining tasks and data analysis. Use it for hyper-personalized targeting, chatbot interactions, and finding the best times and ways to bid to maximize your ROI.
• AI can kickstart your creative process but shouldn’t replace it. AI-generated headlines, copy, and visuals are great for inspiration, but the human touch is needed to add finesse, brand voice, and emotional resonance.
• Be aware of potential bias in AI output. Always review AI-generated content before publishing it to ensure your ads are fair, inclusive, and align with your ethical standards.
• Strategic use is key. AI is a powerful tool, but it’s not a silver bullet. Combine AI’s strengths with your marketing team’s expertise and judgment to drive the best results.

The post How to Start Using AI In Digital Advertising (and When To Stop) appeared first on Direct Online Marketing.

• Introduction
• Evolving Trends in PPC for 2024
• Embracing the Shift to Voice and Visual Search
• The Rise of Hyper-Personalized Ads
• Mastering Keyword Strategy: Beyond the Basics
• Harnessing AI and Automation in PPC
• Creative Mastery in Ad Design
• Synergizing PPC with Other Marketing Channels
• Conclusion

It’s a new year. Some people love to make New Year’s resolutions, like going to the gym more often or eating better. But you didn’t come to this blog for lifestyle tips, so let’s get to business with what matters: your company’s bottom line. 

You absolutely do not want December to roll around again and find yourself wondering why the competition is cutting ribbons and fat bonus checks while your sales are sagging and your bottom line is flagging. 

Let’s get into it: our top tips for making your digital ad conversion dreams come true this year. 

Evolving Trends in PPC for 2024

Pay-per-click (PPC) advertising is like a chameleon, constantly adapting and changing colors. As we step into 2024, several key trends have emerged, redefining how we approach digital advertising. These aren’t just fleeting fads but harbingers of a new era.

Embracing the Shift to Voice and Visual Search

Search behaviors are evolving, with voice and visual searches becoming more prevalent. This shift demands a reevaluation of keyword strategies and ad formats. 

To stay ahead, consider how your target audience might use voice assistants for queries or how image recognition technology could influence their purchasing decisions.

Voice Search

When people use voice search, they tend to use longer, more conversational queries. They may also ask questions that are open-ended or difficult to phrase in a way that would yield relevant results. This means that keyword strategies for voice need to be different from traditional search.

For example, instead of targeting keywords like “buy shoes,” you might target phrases like “where can I buy running shoes?” or “what are the best running shoes?” You also need to make sure that your website is optimized for voice search by including structured data and making your content easy to understand.

Visual Search

Visual search is still in its early stages compared to other methods, but it has the potential to revolutionize the way people shop. Visual search could make it easier for people to find the products they’re looking for, and it could also help them discover new products that they might not have otherwise found.

To stay ahead of the curve, businesses need to start considering how visual search can be used to reach their target audience. Our two favorite suggestions to help you accomplish that are:

1. Create high-quality images of your products and then optimize these images for visual search. 
2. Use visual search tools to track how people are finding their products, and then use this data to improve their marketing campaigns.

The Rise of Hyper-Personalized Ads

Gone are the days of one-size-fits-all advertising. 

In the past, advertisers would create a single ad campaign and then target it to as wide an audience as possible. This approach isn’t as effective as it used to be, as consumers are bombarded with advertising messages and are more likely to ignore or even block ads that are not relevant to them.

Hyper-personalization is the new gold standard in PPC. Using data analytics, AI, and machine learning, advertisers can tailor their ads to speak directly to individual needs and preferences. This makes ads more likely to be seen and clicked by potential customers.

For example, a retailer might use data analytics to track website visitor browsing history. This information can be used to create targeted ads that are tailored to the specific products that a visitor has shown interest in. At that point, AI and machine learning can also be layered on for advanced personalization. 

Hyper-personalization is not just about creating more relevant ads. It can also help to improve the user experience. When users see ads that are relevant to their interests, they are more likely to have a positive perception of the brand. This can lead to increased brand awareness and loyalty.

Mastering Keyword Strategy: Beyond the Basics

Keywords are the cornerstone of PPC, but in 2024, it’s about going beyond the basic search terms and diving into the psyche of your audience.

Think about your target audience and what they are likely to search for. 

What are their pain points? What are they looking for when they search online? 

Once you have a good understanding of your target audience, you can start to identify the keywords that they are likely to use.

Here’s three ways we see the best digital advertisers going beyond the basics to master their keyword strategy in 2024.

Finding the Balance

The key to effective keyword research is striking a balance between popular and niche keywords. Popular keywords are those that are searched for frequently, while niche keywords are those that are searched for less frequently but are more specific. A good keyword strategy will include a mix of both popular and niche keywords.

Popular keywords are important because they can drive a lot of traffic to your website.However, bidding to advertise your products and services for those terms is expensive and competitive – so make sure you budget for higher CPCs.. 

A better option for your campaigns may be niche keywords. 

Niche keywords are less competitive, making cost per clicks cheaper and the intent behind the search stronger.. However, niche keywords also drive less traffic. And if you get “too niche” with your keywords, the algorithms may not show any ads simply because the volume is so low.

The best approach is to find a balance between popular and niche keywords. Include the popular keywords, but make sure you are including long-tail keywords in your campaigns to be more efficient with your budget..

Predictive Keyword Analysis

Leverage predictive analytics to anticipate emerging trends and consumer

behaviors. By staying one step ahead, you can capture market segments before

your competitors even get wind of them.

Predictive analytics uses historical data to identify patterns and trends that can be used to predict future outcomes. This information can be used to make informed decisions about marketing campaigns, product development, and pricing strategies. 

By staying one step ahead of the competition, you can capture market segments that your competitors are not even aware of.

Seasonal and Real-Time Bidding

Seasonal trends and real-time events can have a significant impact on keyword performance. 

By adjusting your keyword strategy to reflect seasonal trends, you can ensure that your PPC campaigns are reaching relevant audiences and driving valuable conversions when demand is at its peak. 

You should also consider real-time events when developing your keyword strategy. For example, if there is a major news story, sporting event, or annual tradeshow happening in your industry, people are likely to search for related topics. 

By including these terms in your keyword list, you can reach potential leads and buyers who are actively looking for event information.

Harnessing AI and Automation in PPC

Automation is a critical component in modern PPC strategies. AI and machine learning can transform your campaigns, making them more efficient and have a lot more impact.

Smart Bidding Strategies

Leverage AI-driven smart bidding strategies to optimize your ad spend. These systems analyze vast amounts of data in real time, adjusting bids to maximize returns on your advertising investment.

Smart bidding strategies can also help you save money on your ad spend. By automatically adjusting bids, these systems can help you avoid overpaying for clicks that are unlikely to lead to conversions.

If you’re looking for a way to optimize your ad spend and get the most out of your advertising investment, consider using a smart bidding strategy. These systems can help you reach more qualified leads, generate more conversions, and save money on your ad spend.

Predictive Customer Insights

Use AI to gain deep insights into customer behavior and preferences. These insights enable you to craft campaigns that resonate deeply with your audience, leading to higher engagement and conversion rates.

Automating Ad Creatives

AI can also assist in creating and testing ad creatives. By analyzing performance data, AI tools can suggest modifications to your ads, from imagery to copy, ensuring they are primed for maximum impact.

Caveat: please don’t use AI image generators like Midjourney or DALL-E to generate images for your ads. Those can be useful in the very earliest stages of prototyping graphical ideas for your marketing message, but they’re no replacement for an actual human artist.

Audiences are more savvy than ever and can tell when an AI has created the ad they’re seeing. They will make you look too cheap to hire an actual graphic designer, and that cheapness will permeate your entire brand. Don’t be tempted! 

Speaking of graphic design…

Creative Mastery in Ad Design

In the ocean of digital ads, only the most captivating and innovative creatives capture attention. This year, the emphasis is on creating ads that aren’t just seen – but remembered.

Storytelling Through Ads

Transform your ads into compelling narratives. A good story resonates more than any sales pitch. Incorporate elements that evoke emotions, connect with experiences, or inspire curiosity.

Designing for Multiple Formats

Embrace the diversity of ad formats, from standard banners to interactive videos. Each format offers unique opportunities to engage your audience. Ensure your message is tailored to fit its format seamlessly. 

Whether it’s a quick, impactful message for a banner or a detailed story for a video, the more formats you have available, the more impressions your brand can expect to generate.

Continual A/B Testing

You know how much we love A/B testing. 

Never settle for the first draft. Regular A/B testing of your ad creatives helps refine messages, visuals, and CTAs. This iterative process is key to discovering what truly resonates with your audience.

Synergizing PPC with Other Marketing Channels

In 2024, PPC isn’t an island but a part of a comprehensive digital marketing archipelago.

Integrated Marketing Strategies

Your PPC efforts should complement your SEO, social media, and email marketing strategies. This holistic approach ensures consistent messaging across all channels, reinforcing your brand and amplifying your reach.

Leveraging Social Media Insights

Use insights from your social media channels to inform your PPC campaigns. The engagement data from social platforms can provide valuable information on audience preferences and behaviors.

Cross-Channel Attribution

Implement cross-channel attribution models to understand how your PPC efforts contribute to the broader marketing ecosystem. This understanding helps in allocating budgets more effectively and in creating more cohesive marketing strategies.

Conclusion

Remember, dominating sales in 2024 requires more than just following trends; it demands innovation, adaptability, and a deep understanding of the evolving digital landscape. Embrace these tips, and you’re not just chasing sales – you’re building a legacy in the digital world.

Ready to take your PPC strategies to the next level? 

Direct Online Marketing is here to help you with expertise and innovative solutions. We’ve been doing this for a long time, and we’ve helped a lot of businesses just like yours clobber their digital ad conversion goals. 

Let’s make 2024 a year of unprecedented growth and success for your company. Reach out to us today.

Key Takeaways

• Adapt to Emerging Trends: Stay ahead in PPC by embracing evolving trends like voice and visual search, ensuring your campaigns resonate with current user behaviors.
• Hyper-Personalization is Key: Utilize data analytics, AI, and machine learning for hyper-personalized ad campaigns. Tailored ads increase relevance, engagement, and, ultimately, conversions.
• Advanced Keyword Strategies: Go beyond basic keywords. Balance popular and niche keywords, and use predictive analytics for capturing emerging market segments.
• Leverage AI and Automation: Employ AI-driven smart bidding and predictive customer insights to optimize ad spend and create more impactful campaigns.
• Innovate with Ad Creatives: Storytelling in ads and continual A/B testing are crucial. Design ads for multiple formats to engage audiences effectively.
• Integrate PPC with Other Channels: Enhance PPC effectiveness by aligning it with your SEO, social media, and email marketing strategies for a unified digital marketing approach.
• Stay Agile and Informed: The digital marketing landscape is constantly evolving. Keep learning and adapting to maintain a competitive edge in PPC.
• Choose Expert Guidance: For advanced PPC strategies and implementation, consider partnering with experts like Direct Online Marketing to achieve your digital advertising goals.

The post Top PPC Tips for Dominating Sales in 2024 appeared first on Direct Online Marketing.

• Introduction
• Preparing for Your Google Ads Campaign Transformation
• Week 1: Campaign Setup and Structure
• Week 2: Ad Creation and Optimization
• Week 3: Campaign Diversification and Testing
• Week 4: Performance Analysis and Adjustment
• Advanced Strategies and Continuous Improvement
• Conclusion

Bad ad performance got you down? Are you seeing lower-than-expected click-through rates, minimal conversions, or just not getting the results you expected? You’re not alone. Many marketers face these challenges, but there’s a way to turn things around. 

This blog is your step-by-step playbook to revamp your strategy, enhance your ad performance, and (hopefully) achieve the results you want. 

What To Do Before You Start

Begin by examining your existing Google Ads campaigns. Look at each aspect closely – from the effectiveness of your ad copy to the relevance of your keywords and the settings of your targeting options. This in-depth review helps identify areas needing improvement and elements performing well.

Next, focus on setting clear, specific goals for your campaigns. Determine what you aim to achieve: increasing website traffic, boosting sales, or enhancing brand visibility. Having well-defined objectives guides your strategy and helps you measure success.

Ensure you have all the necessary tools and resources. This includes access to Google Ads Manager, any analytics software you use, and other relevant platforms. Also, check if you’re updated on the latest features and trends in Google Ads. You’d hate to be the last kid on the block to learn some new trick that everybody’s already using.

Now that you’re prepared, let’s dig in: 

Week 1: Campaign Setup and Structure

The first week is all about laying the groundwork. Start by reviewing your Google Ads account setup. Is your campaign structure aligned with your business goals? Check your ad groups, keywords, and targeting options. Are they organized in a way that makes sense for your audience and objectives?

Next, focus on using Google’s automation tools effectively. These tools can help streamline your account management, optimize bids, and improve ad delivery. By consolidating your campaigns and ad groups, you provide Google’s algorithm with more data, enabling more effective bidding strategies and potentially boosting your conversion rate and ROI.

This week is crucial for establishing a strong foundation for your Google Ads campaigns. By ensuring your account is set up correctly and efficiently, you’re paving the way for more successful and impactful advertising efforts in the coming weeks.

Week 2: Ad Creation and Optimization

In the second week, turn your attention to refining your ad content. Ensure your ad copy resonates with your target audience and aligns seamlessly with your landing pages. This is crucial for creating a relevant and engaging user experience, leading to higher click-through rates and conversions.

Another key task this week is to integrate negative keywords into your campaigns. These are terms you don’t want your ads to show up for, helping to sharpen your targeting and avoid irrelevant impressions. Effective use of negative keywords ensures your ads reach the most appropriate audience, enhancing your campaigns’ overall effectiveness and efficiency.

Week 3: Campaign Diversification and Testing

During the third week, it’s time to expand your horizons. Experiment with different types of ad campaigns like YouTube ads, display ads, or performance max campaigns. Each offers unique ways to connect with different audiences and can broaden your reach.

This week is also about testing and learning. Try out various ad formats and strategies to see what works best. Monitor the performance of each campaign type and make adjustments as needed. Setting clear goals for each test and tracking key metrics is important to identify the most effective approaches. This phase is vital for discovering new avenues to drive growth and reach a wider audience.

Week 4: Performance Analysis and Adjustment

In the final week, focus on analyzing and fine-tuning your campaigns. Assess key metrics like conversion rate, quality score, return on ad spend (ROAS), and cost per acquisition (CPA). These indicators will provide deeper insights into the effectiveness of your strategies.

Review and update your site links and ad extensions, ensuring they lead users to your website’s most relevant and current pages. Also, look at the impression-to-conversion rate to understand how your ads translate into tangible results. Use this week to make informed adjustments, setting the stage for ongoing optimization and sustained success in your Google Ads campaigns.

Advanced Strategies and Continuous Improvement

As you move beyond the initial 30 days, your journey with Google Ads doesn’t end, it evolves. To maintain and amplify the success of your campaigns, keep learning and improving.

Leveraging Google’s Tools and Insights

• Use Google’s Recommendations: Regularly check the Recommendations page in your Google Ads Manager. This feature provides customized suggestions to enhance your campaigns, based on your past performance and current trends.
• Data-Driven Decision Making: Analyze your campaign data meticulously. Look for patterns in user behavior, conversion rates, and ad engagement to inform your future strategies.

Exploring Advanced Tactics

• Automated Bidding Strategies: Experiment with Google’s automated bidding options. These strategies use machine learning to optimize your bids in real-time, potentially improving campaign performance and ROI.
• Message Optimization: Continuously test different variations of your ad copy. Try new headlines, descriptions, and calls-to-action to see which resonate most with your audience.
• Audience Segmentation: Refine your audience targeting. Segment your audience based on demographics, interests, or behavior to deliver more personalized and effective ads.

Long-Term Strategy and Adaptation

• Keeping Up with Trends: Stay informed about the latest trends and updates in Google Ads and digital marketing. The digital landscape is always evolving, and staying ahead means being informed.
• Feedback Loop: Establish a feedback loop where you gather insights not only from data but also from customer feedback. Use surveys or direct customer feedback to understand how your audience perceives your ads.
• Holistic Approach: Consider your Google Ads as part of a larger marketing strategy. Ensure it aligns with your other marketing channels and overall business objectives.

Adopting these advanced strategies and maintaining a mindset of continuous improvement will ensure that your Google Ads campaigns remain effective, relevant, and successful in the long term. The key is to stay adaptive, responsive, and always willing to learn and experiment.

As we wrap up our 30-day guide, remember that transforming your Google Ads campaigns is a journey, not a one-time task. The strategies and insights shared here are designed to kickstart significant improvements in your campaigns. However, the real key to long-term success lies in ongoing optimization, testing, and adaptation. 

We encourage you to apply these principles, experiment with new ideas, and continuously seek ways to refine your approach. Keep pushing the boundaries, and watch your campaigns go from zero to hero.

Don’t Know What To Do Next? We Can Help

If you’re feeling overwhelmed or just want an expert opinion on your Google Ads campaigns, don’t hesitate to reach out to us at DOM for a free consultation. We’ve been doing this stuff since 2006, and we’re a top 3% Premier Google Partner – we know what we’re talking about. 

Let us help you maximize your digital advertising potential and achieve the results you’re aiming for. Contact us today, and let’s work together to make your Google Ads campaigns a resounding success.

Key Takeaways

• Audit and Set Goals: Begin by evaluating your current Google Ads and setting clear, specific objectives.
• Optimize Setup and Structure: In week one, align your campaign structure with your business goals and leverage Google’s automation tools.
• Refine Ad Content: Week two focuses on enhancing ad copy and using negative keywords for targeted reach.
• Diversify and Test: Experiment with different ad types in week three and monitor their performance.
• Analyze and Adjust: Week four is for analyzing key metrics and fine-tuning your campaigns for optimal performance.
• Embrace Continuous Improvement: After the initial 30 days, continually use Google’s tools for insights, test various strategies, and stay updated with trends.
• Holistic Approach: Integrate Google Ads into your broader marketing strategy and continuously adapt to changes in the digital landscape.

Subscribe to the DOM Newsletter Today For More 

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The post From Zero to Hero: Transforming Your Google Ads Campaigns in 30 Days appeared first on Direct Online Marketing.

• Understanding Google Ads Scripts
• Getting Started with Google Ads Scripts
• Practical Automation with Google Ads Scripts
• Advanced Techniques
• Google Ads Scripts Best Practices
• Google Ads Scripts Can Help, If You Let Them
• Take Your Campaigns Up a Notch with Direct Online Marketing
• Key Takeaways

Google Ads Scripts are a great tool, enabling advertisers to streamline their campaign management through custom JavaScript code. This mechanism automates a bunch of tasks like bid adjustments, adding new keywords, and many other tweaks aimed at optimizing campaign performance​. What we love about these scripts is how they can help with advertising automation. Not every advertiser is as comfortable as we are with APIs. 

The beauty of Google Ads Scripts extends beyond just automation. They allow for close campaign performance monitoring, tracking crucial metrics like impressions, clicks, conversions, and costs. One can even set up email alerts or generate comprehensive reports, which keeps your finger on the pulse of the campaign’s health​. 

You can get started with Google Ads Scripts right now, if you’d like to follow along at home. Log into the Google Ads platform, navigate to the “Tools” icon, select “Bulk actions,” and voila, the path to “Scripts” unveils. The platform provides an intuitive interface to create a new script, propelling advertisers into a world filled with possibilities of automation and optimization​.

Understanding Google Ads Scripts

Definition and Functionality

Google Ads Scripts are succinct segments of JavaScript code, designed to automate and customize various facets of your Google Ads campaigns​. They perform a big pile of tasks ranging from bid adjustments and generating insightful reports to managing keywords. The beauty of these scripts lies in their ability to infuse a level of automation that saves precious time and elevates advertising efforts’ efficiency.

How Do Google Ads Scripts Work?

Google Ads Scripts operate by interacting with the Google Ads API. This interaction is the gateway to accessing and manipulating data within your Google Ads account. The scripts can run on a schedule or in response to specific events. For instance, the creation of a new campaign or fulfilling a certain condition can trigger these scripts into action. Drafted in JavaScript, they are executed within the Google Ads interface.

Getting Started with Google Ads Scripts

Before diving into the automation fun, there are a few basic steps to get through. Here’s how to get started:

Account Setup

First thing’s first, you’ll need a Google Ads account. If you don’t already have one, head over to ads.google.com and sign up—it’s free. Once you have an account, make sure you have administrative access to the campaigns you want to automate. This is your starting line for automation with Google Ads Scripts​.

JavaScript Basics:

Google Ads Scripts are written in JavaScript. You don’t need to be a pro, but having a basic understanding of JavaScript will go a long way. There are plenty of online resources available to get you up to speed with the basics. So, if you’re new to JavaScript, spend some time learning the ropes—it will pay off​.

Accessing Google Ads API

To get your scripts talking to your Google Ads account, you’ll need to enable the Google Ads API. This is how your scripts will interact with and manipulate your Google Ads account data. It’s a straightforward process, just follow the instructions provided by Google to get it set up​.

These initial steps are simple but crucial. They lay the groundwork for everything you’ll do with Google Ads Scripts moving forward. With these basics sorted, you’re ready to start exploring the practical automation possibilities that Google Ads Scripts offer.

Practical Automation with Google Ads Scripts

Now that the basics are covered, let’s get into the meat of what Google Ads Scripts can do for your campaigns. Here are some practical ways you can use scripts to automate tasks and optimize performance:

Bid Adjustments

One common use of Google Ads Scripts is automating bid adjustments based on performance. This is like having a personal assistant who keeps an eye on your campaigns and tweaks your bids to get the most bang for your buck. With scripts, you can set rules to adjust your bids based on various metrics like click-through rates or conversion rates, helping to maximize your return on investment​.

A/B Testing

You know what A/B testing stands for, right? Always Be Testing! Actually no it doesn’t, but it’s still important. A/B testing is essential for figuring out what works and what doesn’t in your campaigns. Google Ads Scripts can automate the process of running A/B tests on your ad copy, landing pages, and other campaign elements. This way, you can quickly identify the most effective variations and make data-driven decisions to improve your campaign performance​.

Keyword Additions

Adding new keywords to your campaigns is a regular task that can be automated with scripts. Instead of manually sifting through keyword data and adding new keywords, you can have a script do the heavy lifting. This not only saves time but ensures that you are continually expanding and optimizing your keyword strategy​. 

These are just a few examples of how Google Ads Scripts can be utilized for practical automation in your campaigns. The aim is to minimize manual, time-consuming tasks, allowing you to focus on strategic decisions that could significantly move the needle on your campaign performance. With a little setup and some basic scripting knowledge, you can start reaping the benefits of automation and make your Google Ads campaigns more efficient and effective.

Advanced Techniques

After getting comfortable with the basics, it’s time to explore some advanced techniques that can further automate and optimize your campaigns. Here are a few advanced tactics to consider:

Dynamic Keyword Insertion

Dynamic keyword insertion is a nifty feature that automatically inserts the user’s search query into your ad text, improving the relevance of your ads. By using Google Ads Scripts, you can set up dynamic keyword insertion to update your ad text based on the user’s search query, which can potentially boost your click-through rates​.

Automated Reporting

Data is king, but sifting through heaps of it can be a royal pain. With Google Ads Scripts, you can automate the process of generating performance reports. This way, you can quickly analyze campaign performance and identify areas for improvement without having to manually pull together data​1​.

Budget Management

Keeping an eye on your advertising budget is crucial, and going over budget can be a real downer. Google Ads Scripts can help automate budget management tasks, like adjusting daily budgets based on performance data or pausing campaigns when they reach a certain spend threshold. This way, you can ensure your campaigns are running efficiently without burning a hole in your pocket​.

Tackling advanced techniques may seem daunting at first, but with a little practice, you can harness the full power of Google Ads Scripts to automate and optimize your campaigns even further. These techniques not only save time but bring a new level of sophistication to your campaign management, helping to drive better results with less manual effort. 

Google Ads Scripts Best Practices

Testing and Iteration

Once a script is ready, testing it thoroughly before letting it loose on your live campaigns is crucial. It’s all about making sure everything works as expected without any nasty surprises. After deploying a script, keep an eye on its performance and don’t hesitate to make necessary tweaks to improve its effectiveness. It’s a cycle of test, deploy, monitor, and iterate to keep everything running smoothly and efficiently​.

Regular Review

Google Ads campaigns are living, evolving entities. As such, the scripts managing them should evolve too. Regular reviews and updates to your scripts ensure they continue to meet the campaign’s goals and adapt to any changes in the campaign structure or objectives. It’s like giving your scripts a regular check-up to keep them fit and effective.

Documentation

Documenting the purpose of each script, its logic, and any dependencies it has on other scripts or external factors is vital. It not only helps in understanding the functionality of scripts but also eases the troubleshooting process when things don’t go as planned. Additionally, if multiple team members are working on or with these scripts, documentation becomes an invaluable reference point ensuring everyone is on the same page.

Google Ads Scripts Can Help, If You Let Them

As you get into the automation capabilities of Google Ads Scripts, you aren’t just keeping pace with the evolution of digital marketing, you’re staying a step ahead. The knowledge, time savings, and efficiency gained through leveraging Google Ads Scripts will continue to add value to your advertising endeavors.

The journey might require an investment of time and effort initially, but the rewards of automation, improved performance, and the satisfaction of seeing your campaigns succeed are well worth it. 

Take Your Campaigns Up a Notch with Direct Online Marketing

Ready to take the dive into automation but need a trusty guide? Look no further than Direct Online Marketing. We’re all about flexing to your needs with month-to-month contracts – no long-term strings attached​1​. Our savvy team is on deck to not just manage, but ace your campaigns. And hey, we’re one of Google’s Top 200 Premier Partners, so we get to play with the cool Google toys before anyone else​1​. Fancy a chat to see how we can rev up your Google Ads campaigns? Reach out to us today, and let’s make your automation goals a reality.

Want Even More Tips for Google Ads Scripts? Subscribe to our newsletter and you’ll get weekly bonus content from our blog and the latest DOM news!

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Key Takeaways

• Automation Efficiency: Google Ads Scripts serve as a powerful tool to automate numerous campaign management tasks, making advertising efforts more efficient and less time-consuming.

• Performance Monitoring: Through scripts, close monitoring of crucial metrics like impressions, clicks, and conversions is possible, enabling a better grasp on campaign performance.

• Getting Started is Straightforward: With a Google Ads account, basic understanding of JavaScript, and access to the Google Ads API, you’re ready to dive into the world of automation using Google Ads Scripts.

• Practical Automation: Bid adjustments, A/B testing, and keyword additions are practical examples of automation, reducing manual input and aiding in optimizing campaign performance.

• Advanced Techniques: Utilizing advanced techniques like dynamic keyword insertion, automated reporting, and budget management can further enhance campaign efficacy and streamline budget allocation.

• Best Practices Matter: Testing, iteration, regular review, and proper documentation are critical practices to ensure the scripts run smoothly and remain effective over time.

• Collaborative Growth: Partnering with experts like Direct Online Marketing can provide a collaborative approach towards achieving advertising goals, bringing the advantage of experience, and exclusive Google opportunities to the table.

• Investment Worth Making: The initial investment of time and effort in understanding and implementing Google Ads Scripts can significantly pay off in terms of automation, improved performance, and campaign success.

• Staying Ahead: Embracing the automation capabilities of Google Ads Scripts not only keeps you in pace with digital marketing evolution but puts you a step ahead, making the advertising journey more rewarding and less of a hassle.

The post How to Leverage Google Ads Scripts for Automated Success appeared first on Direct Online Marketing.

Could creatives soon be competing with machines for jobs? 

It’s certainly possible, but before any (more) fear is elicited, let’s break down what exactly AI-generated images are and how they are made. 

What Exactly are AI-generated Images?

Put simply, AI-generated images are images that are created entirely by an algorithm, without any input from a human artist. The possibilities for this technology are vast, and it has the potential to revolutionize creative services completely. 

This algorithm is trained on a dataset of images, and then it uses that training to generate new images that are similar in style and content to the images in the dataset. 

The algorithm can generate anything from realistic photographs to abstract designs, and it can even create entirely new images that have never been seen before.

The more detailed and specific the original prompt, the more likely the algorithm will be able to successfully generate a slew of images based on the information.

How Quickly are AI-generated Images Created?

One of the most interesting things about AI-generated images is that they can be produced at a speed and scale that would be impossible for a human artist. With traditional art, it can take hours, days, or even weeks to create a single piece. 

With AI-generated images, however, an entire collection of images can be produced in a matter of seconds. This speed and scalability have the potential to completely transform the creative services industry.

Common Concerns Surrounding AI Creative Services

Much like other industries currently being impacted by AI trends, the creative field is no different. Graphic designers, developers, and artists of all kinds have concerns about the impact that AI-generated images will have on the industry. 

Putting Artists Out Of Work

One of the biggest concerns is that it will put traditional artists out of work. After all, if a machine can create images faster and more efficiently than a human artist, why would anyone hire a human artist in the first place?

While it’s true that AI-generated images have the potential to replace some types of artistic work, it’s important to remember that there are some things that machines simply can’t do. 

For example, machines don’t have emotions or life experiences, and they can’t create art that is deeply personal or reflective of the human condition. There’s real power in passion, which leads to the notion that there will always be a place for human artists in the industry, even as AI-generated images become more prevalent.

Copyright Infringement

There is also a general cause for concern when it comes to copyright infringement. It may be impossible to tell where inspiration or reference is coming from with AI-generated images being pulled from every edge of the web, which could make usage guidelines rather hazy going forward.

This directly plays into the looming issue of information interpretation. How AI algorithms interpret an image prompt is almost certainly going to be different from what the human mind can envision. 

With a few general searches, there seems to be a clear lack of realism in many of the AI-generated options. Many have clear imperfections or unrealistic styles that folks working in the creative field can easily spot, further emphasizing the battle between quantity and efficiency against quality. 

Lack of Diversity

This also leads to the concern that AI-generated images could make the industry less diverse. If the majority of images are generated by machines, there’s a risk that all images will start to look the same. This could result in a lack of diversity in the industry, as well as a loss of creativity and innovation.

The Positive Outlook on AI Creative Services

On the contrary, there’s also the potential for AI-generated images to make the industry more diverse. For example, AI could be used to create images that are more inclusive and representative of different cultures, races, and backgrounds. 

Additionally, AI-generated images could be used to create images that are more accessible to people with disabilities, such as images with audio descriptions or images that are designed to be viewed by people with color blindness. 

Many of these image styles are currently lacking when it comes to widely available stock assets that already dominate the web. 

Think about all of the off-the-wall requests that would have taken hours to manipulate different stock photos to get the request just right that could now be at the disposal of AI. It’s true that these could become an extension to stock assets and give creatives an endless library to play with, but at what cost?

Are AI-generated Images Free?

While many companies offer a few free credits for AI-generated images, once these credits run out many companies will attempt to capitalize on subscription-based services. 

OpenAI’s AI-generated image platform, DALL•E, includes 15 free credits upon account creation. This system is still not perfect and oftentimes crashes mid-search due to server errors, but produces some decent options in the grand scheme.

Adobe is also Beta-testing its new AI-generation platform, Adobe Firefly. The Firefly Beta is currently only accessible to approved creatives with active Adobe subscriptions.

The Future for AI Creative Services is Now

Adobe plans to take its AI capabilities to even bigger heights as well, with ideas in place that could transform the efficiency and overall framework of the creative field.

Adobe is exploring the following capabilities with Adobe Firefly:

• Text to image (AI-image generation)*
• Text effects*
• Recoloring vectors
• Inpainting
• Personalized images
• Text to vector
• Extending image aspect ratios
• 3D to image
• Text to pattern
• Text to brush
• Text to template
• Sketch to Image

* available with the Beta version

Fortunately for us, our team has already been approved to test Adobe Firefly (Beta) and is actively exploring its capabilities and offerings. 

As a matter of fact, the images featured throughout this post were all generated with Adobe Firefly… with some human manipulation, of course.

Overall, it’s clear that AI-generated images have the potential to completely transform the creative services industry. The concerns about the impact that this technology could have on traditional artists and the creative process are very real, but it’s important to remember that no matter how advanced the technology becomes, there will always be a place for human creativity and imagination.

It’s important to note that the AI trend is not limited to creative services. Direct Online Marketing provides AI Marketing Services as Ai continues to change what the Internet looks like and how we interact with it.

Read more about how AI is impacting other industries below.

• How To Optimize Your Website For ChatGPT
• Will AI Replace Copywriters?

The post Revolutionizing Creativity: How AI is Transforming the Landscape of Creative Services appeared first on Direct Online Marketing.

We hear them incorrectly thrown around all the time, as if weekly Zoom meetings are a never ending showcase of “buzzword bingo.”

Perfect examples:

• Digital Marketing Managers who like to throw around the term geofencing when they really mean geotargeting.
• VPs of Marketing who use the acronym MQL when they really mean SQL or SAL.

When it comes to monitoring the performance of digital advertising campaigns, two of the most commonly misused acronyms we hear are ROAS vs ROI.

While these two terms are often used interchangeably, they actually mean very different things. Below, we try to bring some clarity to the disparity.

Definitions of ROAS and ROI

Before we get started, let’s make sure we have the definitions clearly stated so there isn’t any confusion.

ROI, on the other hand, stands for “return on investment” and is a measure of the overall profitability of your business. It takes into account not only advertising expenditures, but also other factors such as production costs and overhead.

What Is ROAS?

ROAS stands for “return on ad spend” and is a measure of how much revenue is generated for every dollar spent on advertising. In other words, it helps you to understand how effective your ad campaigns are in terms of generating revenue. ROAS is a marketing metric that measures how much revenue is generated for every dollar spent on advertising.

While ROAS can be a useful metric for evaluating the success of an advertising campaign, it should not be used as the sole basis for decision-making. This is because ROAS does not take into account other important factors such as brand awareness or customer lifetime value.

Nevertheless, ROAS can be a helpful tool for determining whether an advertising campaign is worth the investment.

What Is ROI?

ROI, on the other hand, stands for “return on investment” and is a measure of the overall profitability of your business. It takes into account not only advertising expenditures, but also other factors such as production costs and overhead. According to the definition provided in our own internet marketing glossary:

ROI is the key statistic for many companies that answers two questions:

• Are your advertisements generating profits?
• How much profit have you generated given the money you have had to pay?

Unless goals are explicitly stated otherwise by our clients, here at DOM we always have our eye on ROI… and in a lot of cases, you probably should too! ROI is a measure of the overall profitability of your business. It takes into account not only advertising expenditures, but also other factors such as production costs and overhead.

As a result, ROI is a more holistic metric that can give you a more complete picture of your business’s bottom line.

How Are These Two Formulas Calculated?

How To Calculate ROAS

In order to calculate ROAS, simply divide your total advertising revenue by your total advertising spend. For example, if you spend $100 on advertising and generate $1,000 in revenue, your ROAS would be 10.

Our Director of Client Success Janice Masters offers a lot of insight on calculating ROAS in this blog post – What Is ROAS? How is It Calculated?

How To Calculate ROI

Any business owner knows that it’s important to measure the return on investment (ROI) of any marketing campaign or product.

But what is the best way to measure ROI? There are a number of different methods, but each has its own advantages and disadvantages.

One popular method is to simply compare the revenue generated by the campaign or product to the costs incurred. This can be a quick and easy way to get an idea of whether or not a campaign is successful, but it doesn’t give a complete picture.

Another common method is to calculate the lifetime value of a customer. This takes into account not only the revenue generated by the initial sale, but also any repeat business or referrals. This can be a more accurate way to measure ROI, but it can be time-consuming to calculate.

Ultimately, there is no single “best” way to measure ROI. The best approach depends on the specific situation and goals of the business.

How Do ROAS And ROI Differ From One Another?

Now that you have a good foundation for how these two metrics are defined and calculated, you may

ROAS Is Only Applicable To Your Ad Spend

While ROAS can be a useful metric for evaluating the success of an advertising campaign, it should not be used as the sole basis for decision-making.

This is because ROAS does not take into account other important factors such as brand awareness or customer lifetime value.

When you are trying to debating between using ROAS vs ROI, it’s important to also know that brand awareness is hard to apply to ROI, also.

ROI Takes Factors Into Consideration Your Marketing Team Doesn’t Control

There are a number of factors that can affect your ROI, including the cost of goods sold, overhead expenses, and marketing costs.

To improve your ROI, you need to find ways to reduce these costs while still maintaining or increasing sales.

How can you accomplish this?

1. One way to do this is to streamline your operations and cut waste.
2. Another is to invest in effective marketing tools that will help you reach more customers without breaking the bank.

By taking steps to improve your ROI, you can ensure that your business is as profitable as possible. In comparing ROAS vs ROI, ROAS may be a better metric for whoever is responsible for managing your ads… however, it won’t be a high value metric for measuring whether or not your business is successful.

Which Calculation Is Best For Analyzing Campaign Performance?

When choosing between ROAS and ROI, it’s important to consider which metric is more relevant to your specific goals. Any business owner knows that a strong ROI is essential for success, and we would be very shortsighted to make a statement like “ROI doesn’t matter.”

Of course your ROI calculation matters. But for your digital advertising campaigns, there are a lot of factors that go into calculating your ROI that can’t be controlled by an outside agency supporting your advertising efforts or an in-house marketer managing your campaigns.

Because of those factors that they can’t control, you may find it to be a more effective measurement of your campaign performance if you look at ROAS over ROI.

So, to make this comparison as simple as possible:

• Are you primarily concerned with generating revenue from your ads? If yes, then ROAS is the more appropriate metric.
• Are you’re interested in understanding the overall profitability of your business? If yes, then ROI is the better choice.

Closing Thoughts On Using ROAS vs ROI For Your Digital Advertising

Have you ever asked your digital advertising agency what the ROI is of your campaign?

Did they struggle to give you an actual answer?

If they did, it’s probably because there are a lot of variables they aren’t able to account for in their performance calculations.

Unless you have full transparency with your agency, they aren’t going to be able to tell you what your operating expenses are or factor in lifetime values of the customers you acquire.

Because they don’t have visibility into those short-term costs or long-term profits, you may find it more value to track their performance against a ROAS goal.

ROAS is an important metric to consider when measuring the success of your advertising efforts – but it is often overlooked in favor of ROI. When you calculate and track ROAS performance, you can determine whether or not you are getting a good return on your investment in advertising.

There are many ways to improve both ROAS and ROI, and we have discussed some of them above.

As you move forward with your advertising campaigns in the future, it will be better for you to have a clear understanding of which metric you actually want your agency to benchmark their performance against. That way, the likelihood that they meet or exceed your goals should improve.

Unsure if the ROAS or ROI of your marketing campaigns is competitive? You may want to contact our digital marketing strategists for an evaluation today.

The post ROAS vs ROI: Which Should You Use To Establish Your Goals? appeared first on Direct Online Marketing.

Rather than calculating investment compared to returns, this formula focuses on your ad campaign’s efficiency and effectiveness.

You want to measure impressions and brand awareness, so this process isn’t as clear-cut as straight-up sales and numbers. In this case, ROI is not the most effective formula for getting a solid gauge of your digital advertising success.

What Is Return On Ad Spend (ROAS)? Why Is It Important?

ROAS is a metric that measures the success of digital advertising campaigns, which then helps guide your evaluation of advertising methods; media that is working, messages that are resonating, where to improve—and how it all adds to your bottom line.

When you understand your ROAS, you can better plan for future budgeting and refine your strategy to incorporate more of what is proven to work.

To learn more about a bidding strategy in Google Ads using Target ROAS, click here.

How Is ROAS Calculated?

Not all of us are math enthusiasts, so if math isn’t your thing you will be relieved to know that the formula for calculating ROAS is surprisingly simple: Just divide the revenue gained from your ad campaign by the dollar amount spent on that specific advertising.

How To Calculate ROAS – A Simple Guide

The following examples on how to calculate ROAS assume that you are able to manage your current advertising campaigns or that you have a digital marketing agency that will work with you and help you optimize and be transparent with data, like Direct Online Marketing.

Here’s An Example Calculation For Return On Ad Spend:

In February, Bon Voyage Travel spends $5,000 on a digital ad campaign.

• The campaign results in revenue of $15,000.
• $15,000 revenue divided by $5,000 ad spend = $3
• ROAS = $3 or a ratio of 3:1

For every dollar that Bon Voyage Travel spends on the ad campaign, the return is $3 in revenue.

What Are Some Ways You Can Improve Your ROAS?

If you’re looking to improve your ROAS metric, here are a few tips to keep in mind.

1. Make sure that you’re accurately tracking all of your sales data. This includes both online and offline sales.
2. Segment your data by campaign, product, or other relevant criteria. This will help you to identify areas where you need to improve your ROAS.
3. Set realistic goals for your campaigns.
4. Test different strategies and tactics to see what works best for your business.
5. Don’t be afraid to adjust your goals as needed.

By following these tips, you can improve your ROAS metric and reach your desired level of profitability.

Don’t Forget There Are Some Hidden Costs You Can Apply To ROAS!

Getting the most accurate ROAS means ensuring your calculations are comprehensive. All of the associated costs of your ad campaign should be included, otherwise you’ll get an inaccurate result that could make your ROAS seem better than it is.

Common hidden costs that impact calculating ROAS include:

• Staff salaries
• Ad development
• Third-party vendor charges
• Affiliate commissions

There isn’t a definitive right answer when it comes to what your ideal ROAS should be. The benchmark tends to be around a 4:1 ratio, but ultimately, this depends entirely on your circumstances, your goals, and your business. Achieving your ideal ROAS takes into account your ad campaign goals and strategy, a set budget, and a focus on a targeted strategy of select advertising mediums rather than an attempt to use them all at once.

Ready for an advertising campaign that gives you the best bang for your buck? We can help with that. Our team of geniuses, strategists, and digital advertising experts are on standby, ready to create impactful advertising campaigns that sell your audiences on who you are, so you can sell your products and services.

The post What Is ROAS? How is It Calculated? appeared first on Direct Online Marketing.

Advertising methods have become much more sophisticated in order to appeal to modern and increasingly savvy consumers.

Let’s take a quick look at the last 100 years of advertising, so we can see how it has adapted to suit the digital age and engage consumers.

The 1900’s

The 1900’s were the “golden age” in the history of advertising. This was when radio and television emerged and allowed advertisers into the homes of their audiences for the first time, where they were able to speak directly to potential customers.

These types of advertisements became a part of the culture. Companies used popular and well-known characters and celebrities, who became synonymous with products and brands, to build connections and gain influence with audiences.

In this era, the sole purpose of advertising was to sell. No matter the character, the story, or the type of product, the only goal the advertisers were trying to achieve was to attract customers in order to sell more of their products.

The Age of the Internet

The internet ushered in a new way of connecting with an audience. Banner and pop-up ads were big way back in the early days.

Then, the emergence of social media took it to the next level.

Consumers, fed up of being given the hard sell, we’re no longer trusting the brands that were pushing products. This shifted way that advertisers approached their audiences. Instead of only focusing on selling products, advertisers began building brand awareness and trust.

Rather than taking a transactional approach, advertisers began to offer solutions to problems that audiences were likely to relate to.

The History Of Advertising, Part 3: Modern times

Today, advertisers are keenly aware of consumers’ distrust of commercials. Now, people are as picky about the brands they purchase from as they are about the friends they associate with. A brand reflects on their own image and also has social and political connotations that need to align with consumers’ own beliefs. Consumers now consider brands carefully before choosing whether or not to commit to a buy.

Ad blockers have also become increasingly common, shielding consumers from the bombardment of online ads and commercials. This means that advertisers have to focus on proving their brand authenticity, trustworthiness, and value; providing useful information and solutions rather than just products and services.

Another important factor is that consumers trust other consumers. It’s vital for a brand to build a community of loyal followers who will promote the brand on their behalf. This user-generated content makes consumers part of the advertising drive.

Most consumers simply don’t want to see sales-focused advertising anymore. They want to incorporate brands into their lifestyles. For advertisers, the key is to focus on brand awareness and building relationships.

Want to do more than just be well-educated on the history of advertising? Prefer to run campaigns that keep up with the times? We can help with that.

Reach out to us to learn how we can kickstart an ad campaign that works for this century.

The post How Has Advertising Changed Over Time? appeared first on Direct Online Marketing.