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ROI and ROAS indicators. How do they impact your Pay Per Click campaign and leads?

6 minutes of reading
ROI and ROAS indicators. How do they impact your Pay Per Click campaign and leads?
Category SEO

The goal of any Pay Per Click campaign should be to make as much money as possible, right? While that’s true, you can’t just turn on an ad and start making sales right away. You need to set some goals and measure your success by the indicators you have available to you, such as Return On Investment (ROI) and Return On Ad Spend (ROAS). Learn what these figures mean and how they impact your campaigns. Also, get tips on which indicators are most useful in which situations. Your business will thank you!


What is a lead indicator?

Actions = leads

One aspect that is often overlooked in SEO and internet marketing is lead indicators. These are basically statistics that tell you how many people have taken an action online that can be directly attributed to your work or strategy. You could say it’s a way to measure just how effective your campaign has been.

What is an engagement indicator?

An engagement indicator is a metric that tracks user interaction on your business page, such as interactions with your posts or reactions to your live videos. Engagement indicators can help businesses see who is engaging and interacting on their pages, so they can get an idea about where best to target new content in order to grow their following. Engagement indicators may also be used for conversion rates, to better understand how well an advertisement was able to convert interest into a lead or sale.

What is ROI?

Return On Investment

It measures the performance of an investment in relation to its cost. It’s a metric that shows how much return on money is being generated for every coin invested. If your ROI is not where you want it, then you may want to re-evaluate your campaign strategy. If your ROI is lower than your desired outcome, this could be because too many low quality leads are coming into your company or because not enough people are converting from leads into customers.

How do I check my score?

To calculate your score, subtract the total cost from your advertising and product information revenue and divide the result by the total cost: ROI = (revenue – cost of sales) / cost of sales.

Impact on PPC campaigns

ROI on a campaign means how much you’ve made off that campaign minus the money you spent on it. If your return is better than what you invested, then that’s good for your business. The key to understanding ROI in your campaign is remembering to think about not just ROI alone but also how many new customers/leads that ad brought in. A high return is meaningless if it doesn’t lead to more sales or prospects for your business.

What is ROAS?

Return On Ad Spend

This is a metric that measures the effect of an online advertising campaign. It calculates how much revenue generated by an advertising campaign is proportional to what was spent on acquiring those clicks or impressions. While it’s typically expressed as a percentage. This can provide valuable insights into marketing spend effectiveness and help companies decide where to allocate resources in future campaigns.

How do I check my score?

To calculate your score, you should collect your total ad spend and divide by your total ad spend: ROAS = (total ad income) / (total ad spend). Remember, however, that the real result of the actions will only be obtained when we compare both key indicators (i.e. ROAS and ROI).

Impact on PPC campaigns

Increasing your Return On Ad Spend is one way to increase the effectiveness of your pay per click campaigns. Monitoring your cost per acquisition (CPA) compared to your return on ad spend can help you stay within budget for each campaign. It also allows you to set clear objectives for what you want to accomplish by advertising, helping you make more informed decisions about which channels or demographics will be most successful.

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Which tools should you use to track these metrics in real time?

If you’re not paying attention to metrics like ROI and ROAS, you may not be getting the most out of your marketing campaigns. Tools like Heap Analytics can help you track these metrics in real time so that you can make sure that your ad spend is being allocated as effectively as possible.

You can also use free tool – Google Analytics. It offers conversion tracking, which is important because it helps you understand how much revenue your PPC campaign has generated, as well as conversion rates. The tool also allows you to evaluate your customer’s interactions with your website to see what pages they visit before converting on a specific offer or product page.

Improve the overall quality of leads

It’s important to balance your Google Adwords or Bing Ads budget by focusing on higher quality leads. With paid advertising, it is easy to generate a high number of leads – but does that mean you are doing better than before? Focus on creating less, but higher quality leads to get the most from your campaigns. Monitoring these indicators will show you if your campaigns are meeting expectations in terms of quality and quantity. The better these numbers are, the better the chances your campaign will pay off in generating more leads for your business.

AdWords best practices for generating leads

Now that you have a plan in place, it’s time to start your campaign. The first step is to set up your ad group so that all your ads are associated with a specific keyword or search term, then add one or more keywords to each individual ad group. Select phrases that are relevant to your business and create highly targeted ads, then choose words which will likely be searched in order to optimize search engine ranking.

Keep track of performance metrics such as cost per click (CPC), conversion rate (CR), and return on investment (ROI) for each ad group by reviewing the reports in AdWords. You can also review reports for other important metrics such as average position, top vs. other impressions, and impressions vs. clicks to help evaluate the effectiveness of your campaigns over time.

The more tests you run, the better you will get at optimizing these campaigns for your specific needs. And when it comes to keywords, ad groups, and ads, it’s all about finding what yields the most leads for your efforts.

To sum up

Using ROI and ROAS indicators will help you measure your advertising campaign success, as well as offer a concrete goal for increasing profitability. With these two tools, you can tell which ads work better than others in your campaign and whether or not it’s worth continuing to spend money on specific ads. If there are certain sections of your marketing budget that aren’t getting results, take those pieces out.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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