It’s a moment all digital marketers face at some point: You crunch the numbers, analyse the data, and there it is, staring back at you — your Return on Ad Spend (ROAS) isn’t where it needs to be. It’s a ‘duh’ moment, a realisation that what you’re doing isn’t yielding the desired results. But instead of wallowing in frustration, let’s explore actionable strategies to turn that ‘duh’ into a triumphant ‘aha!’ If you’re struggling with your ROAS, it might be time to rethink your approach.

Some companies had that ‘duh’ moment too when our PPC agency in Manchester reviewed their numbers. But having worked with a digital marketing agency like PPC Geeks to overhaul their strategy, they are now seeing a much stronger ROAS. Leveraging the expertise of a Google Ads specialist can make a significant difference in optimising your campaigns for better results. With their in-depth knowledge and experience, they can help you identify areas for improvement and implement effective strategies.

Take the ‘duh’ as a call to action. Engaging with a Google Ads agency can be a game-changer for your digital advertising efforts. These experts have a deep understanding of Google Ads and can provide valuable insights and recommendations to improve your campaign performance. Collaborating with a PPC agency can lead to more efficient ad spend and higher returns on investment.

Instead of solely relying on local expertise, it’s worth exploring the advantages of partnering with a PPC agency in the UK. These specialized agencies understand the nuances of the British market and can provide tailored strategies to boost your Return on Ad Spend (ROAS). Whether your business is based in Manchester or any other part of the UK, collaborating with a UK-based PPC agency can unlock new avenues for growth and success. Don’t hesitate to explore this option and seek professional guidance to achieve the ROAS you desire.

By taking proactive steps and seeking assistance from a Google Ads expert, you can transform that initial ‘duh’ moment into a rewarding ‘aha!’ experience.

Understanding the Basics of ROAS

Before diving into improvement strategies, it’s crucial to have a firm grasp of what ROAS is. Return on Ad Spend (ROAS) is a metric that is fundamental to gauging the success of your advertising efforts. It measures the effectiveness of your advertising campaigns, calculated by dividing the revenue generated from ads by the cost of those ads. This metric provides a clear picture of how your ad spend translates into direct revenue.

However, it’s important to understand that a higher ROAS isn’t just a number; it reflects a more efficient ad campaign. It indicates that for every pound spent on your ads, you are receiving more in return, which is the ultimate goal of any marketing campaign. But the question arises, what constitutes a ‘good’ ROAS? This is a tricky aspect as there isn’t a one-size-fits-all answer. A ‘good’ ROAS varies across industries, business goals, and even different stages of business growth.

For instance, in some highly competitive industries, a lower ROAS might be acceptable due to high customer lifetime values or the strategic importance of market visibility. In contrast, in other sectors, a higher ROAS might be essential to sustain profitability. It’s also crucial to consider your business’s overall objectives. If your goal is rapid market expansion, you might be willing to accept a lower ROAS in the short term for the sake of longer-term growth.

Understanding your specific industry benchmarks for ROAS is vital. Knowing how your competitors and the industry at large are performing can give you a baseline to measure your success. However, it’s also important not to get too fixated on these benchmarks. Every business is unique, and what works for one may not work for another. Instead, use these benchmarks as a guide and focus on continuously improving your ROAS.

To effectively analyse and improve your ROAS, start by dissecting your current advertising campaigns. Look at each campaign individually and try to understand which ones are performing well and which aren’t. This analysis should go beyond just the numbers; try to understand why certain campaigns are more successful. Is it the creative elements, the targeting, or the platforms used? You may also want to learn about Performance Max and how to increase your ROAS with this type of campaign.

Once you have a better understanding of your current campaigns, you can begin to implement strategies to improve your ROAS. This might involve refining your target audience, optimising your ad content, experimenting with different advertising platforms, or even revising your bidding strategies. Remember, the goal is not just to increase your revenue but to do so in a way that is more efficient and cost-effective.

Analysing Your Current ROAS

Data Analysis:

Reviewing your ad spend and revenue generated meticulously is the cornerstone of understanding your Return on Ad Spend (ROAS). Dig deep into the numbers, not just for a superficial glance but to identify underlying trends and patterns that can inform your strategy. This analysis involves looking at a range of factors including impressions, clicks, conversions, target audience, and demographics. The goal here is not just to collect data, but to gather actionable insights that can be used to enhance your advertising approach.

When analysing your data, it’s crucial to consider the different elements that contribute to the success or failure of a campaign. For instance, examine the time of day or the week when your ads perform best, the geographical locations that respond most positively, and the specific demographics that are engaging with your ads. Understanding these nuances can help tailor your strategies more effectively.

Another key aspect of data analysis is to assess the customer journey from the first click to the final conversion. This helps in identifying any potential drop-off points where prospects might be losing interest or encountering obstacles. By addressing these issues, you can improve the overall effectiveness of your campaigns.

Competitive Benchmarking:

In digital advertising, knowing where you stand compared to others in your industry is vital. Competitive benchmarking involves researching industry benchmarks for ROAS to understand not just where you stand, but also where you can improve. It’s about looking at what similar businesses in your niche are achieving regarding their advertising returns. This context is not only enlightening but also helps in setting realistic and ambitious goals.

However, it’s important to remember that every business is unique, and what works for one may not work for another. Thus, while benchmarks can guide you, they should not dictate your entire strategy. Use this information to understand the broader market trends and to identify opportunities for improvement in your campaigns.

Strategies to Improve ROAS:

Refine Your Target Audience:

One of the most effective ways to improve your ROAS is by refining your target audience. Use data analytics to gain a deeper understanding of who your audience is – their demographics, interests, behaviours, and more. This information allows you to create more tailored ad campaigns that are more likely to resonate with the right people. Hyper-targeted ads not only convert better but also reduce wasted ad spend on uninterested audiences. Find out how to maximise Google Audience Targeting, one of the most powerful tools in a Google Ads specialist’s arsenal.

It’s also beneficial to create audience personas, representing different segments of your target market. These personas can help in visualising your audience and in crafting messages that speak directly to their needs and interests.

Optimise Your Ad Content:

The content of your ads plays a significant role in their success. Testing different ad creatives and formats is crucial. Experiment with various elements like copy, design, imagery, and call-to-actions. Use A/B testing to determine what resonates best with your audience. The more relevant and engaging your ad content, the higher the likelihood of conversions.

Moreover, it’s not just about what’s inside the ad, but also where it’s placed. Placement can significantly impact how your audience interacts with your ad. Experimenting with different platforms and ad placements can provide insights into where your ads are most effective.

Enhance Landing Page Experience:

Your landing pages are where the conversion magic happens. Ensuring they provide a seamless user experience is key. Simplify navigation, highlight calls-to-action, and increase load speeds. Optimising your landing pages reduces friction and keeps visitors engaged, thereby increasing the chances of conversion.

Consider the design and content of your landing pages carefully. They should be aligned with the ad that brought the visitor there, both in terms of messaging and visual style. This consistency helps in building trust and guiding the visitor towards the desired action. Discover more about the landing page experience and how to improve it the right way.

Implement Retargeting Campaigns:

Retargeting is a powerful tool in improving ROAS. It involves using tailored ads to re-engage visitors who didn’t convert initially. The key here is to ensure that the retargeting ads are relevant and not overly intrusive. Retargeting works because it keeps your brand at the forefront of a prospect’s mind, and when done correctly, can gently guide them back into the sales funnel.

Effective retargeting requires a good understanding of why the visitor didn’t convert in the first place. Was it a matter of timing, or were they still in the research phase? Tailoring your retargeting strategy based on these insights can significantly improve its effectiveness.

Utilise Smart Bidding Strategies:

In today’s digital advertising world, leveraging technology is non-negotiable. Utilising machine learning and AI to optimise bids in real time can significantly enhance your campaign’s performance. Platforms like Google Ads offer advanced Automated Bidding options that help to maximise campaign efficiency by adjusting bids according to real-time data.

Smart bidding strategies take into account a multitude of signals, including device type, location, time of day, and more, to make more informed bidding decisions. Learn how you can bid like a professional in Google Ads with Smart bidding.

Case Studies and Success Stories

We are thrilled to share how our expertise transformed the PPC results and boosted the ROAS for SkyPark Secure.  One of the oldest and most respected UK-based worldwide suppliers of airport parking solutions, SkyPark Secure allows customers to compare 300+ parking options at 28+ UK airports, and over the last 15 years, has helped over 3 million customers park their cars, saving them over 7 million pounds in the process.

With over 20 years of experience in digital marketing, PPC Geeks understood the challenges faced by busy brand owners and digital marketing managers such as Ali of SkyPark Secure. They wanted to see improvements across the board, from increasing spend through to wanting to be more profitable on its bookings. We got our PPC Experts to work and were able to show fantastic improvements in all of the main areas the client wanted to see improvement in such as Spend up 60%, Sales and Revenue up 1494% and ROAS (return on ad spend) shooting up 241%!

Conclusion

Improving your ROAS is not just about spending less on ads; it’s about spending smarter. By understanding your audience, refining your ad content, and continuously monitoring and adjusting your strategies, you can transform that initial ‘duh’ moment into a series of strategic decisions leading to better ad performance and higher returns. Remember, the path to high ROAS is a journey of constant learning and adaptation.