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Webinars
Tue 12 Jan
 | 15:0030 mins

How to improve ROAS on Google Ads (Is It Even Possible?)

What do you know about ROAS? Have you looked into it but didn't quite get what the numbers reflect and how could you possibly improve those numbers? We've got you covered!

In this short-and-sweet fourth webinar session, Ralph Perrier, ClickGUARD's Founder and CEO,  and Jason Pittock, Strategic Marketer, break down the essential know-how for improving your ROAS on Google Ads.  

Jason kick-started the dialogue explaining what ROAS is - the factor of how much you spend on acquiring your customer and how much revenue that equals to. Ralph put it simply: if you spent 100 dollars on customer acquisition and the customer is worth 400 dollars to you, that makes a 400% ROAS. 

Thus, ROAS is an essential metric for marketers that shows real raw numbers on each campaign's investment return. Knowing this, keep in mind that, unlike ROI, ROAS doesn't consider the adjacent expenses - say, research and management of each campaign. It strictly looks into what has been spent on the campaign. 

You may wonder if there are certain online businesses for which the ROAS is more relevant. Ralph highlights that for e-commerce and phone sales websites, it's the easiest to track ROAS, but yours can highly benefit, nonetheless. To get a quick and accurate snapshot of your campaign's efficiency - what the ads are producing versus what's being spent, apply this formula: conversion value divided by cost. 

How about goals? What is a good ROAS? Jason's example of sustainability marketing practice is admirable, but before aiming for that, be mindful of the industry you're in, your budget, and current scaling capability. This said, an online platform focused on disability learning courses can reach a ROAS of 400% (Jason's example), some vendors scale their ads on ROAS of less than 10%, and others need a minimum of 800% to survive. 

Thus, there's no wrong or right, not even a minimum ROAS that can guarantee your ads' success rates. 

However, wherever you are, you can improve your ROAS, focusing on 8 indicators, following Ralph's advice: 

Audience: know your customers well and your ideal customers or users "intimately." 

Keywords: never cease to research keywords, especially the less competitive ones.

Conversion journey: understand which part of the conversion journey your keywords align with. 

Forensics: keep forensic logs of what you're paying for with every click. 

Optimizations: optimize your landing pages for different types of traffic sources, devices, and regions. 

Costs: increase your ticket value. 

Remarketing: you want to find those people who have shown enough interest in your products or services to visit your website. 

Data: monitor and track your data.  

By now, you probably know that Ralph is an advocate of knowing what you're paying for and getting the promised value. Knowing that Google's claims about their Ads services are not 100% true and that despite valid requests for refunds, Google doesn't pay back the money spent for invalid traffic, Ralph's advice is to use a tool like ClickGUARD. This will keep you safe from all types of invalid clicks on your Google Ads and eliminate those wasteful clicks on autopilot. 

If you've been on the market for a long time, as Jason has, you've probably noticed a shift in marketers' attitude towards Google Ads and the importance of ROAS in their strategies. Ralph advises digital marketers to focus on the results daily and look closely into the raw numbers. To keep everything under control, the management should keep an eye on the bigger picture and factor in all costs associated with each campaign's efforts, be it short or long-term. 

Tue 12 Jan 21
15:00
30 mins

Meet the speakers

Jason Pittock

CMO @ ClickGUARD

Ralph Perrier

Founder & CEO of ClickGUARD

More about the speakers

Jason Pittock

CMO @ ClickGUARD

Jason is a passionate data-driven specialist with extensive PPC & SEO experience. When not writing about SEM he can be found surfboarding the wildest ocean waves of the Argentinian coast.

Ralph Perrier

Founder & CEO of ClickGUARD

Ralph is the visionary and the founder of ClickGUARD with 2 decades of digital marketing experience. He's been running PPC and Google Ads campaigns since 2003 and is one of few people in the world who has unsuccessfully sued Google for click fraud (gross negligence) after personally being a victim of coordinated and prolonged click fraud attacks dating back to 2009.

Watch the video now

Fri 16 Apr
|
Recording

Common Misconceptions About Google Ads Traffic People Are Paying For 💸

How much do you *REALLY* know about the Google Ads traffic that happens on your site? And how about your *ACTUAL* converting customers? 💰 Listen to Head of Customer Success Aleksandar share his day-2-day experiences and some of the common misconceptions of Google Ads Traffic.
Thu 08 Apr
|
Recording

Get to know Digital Position and grow a PPC Agency from scratch!

Tune in with ClickGUARD's CMO Jason Pittock, as he delves into a hot topic: growing a PPC agency from scratch. No better guest to tackle this subject than Roger Parent CEO and Founder of Digital Position
Fri 12 Mar
|
Recording

Are competitors clicking on your ads? (Really)???

Have you ever seen the ad of the "Wolf in sheepskin" with that menacing look that makes you fear that competitors are clicking on your ads? Well, let me tell you the truth behind this little menacing sheep. 🐑
Fri 05 Mar
|
Recording

Quantifying Click Fraud vs The Black Magic of Machine Learning?

Thanks to an inspiring Reddit thread regarding quantifying click fraud, we go into the details of why trusting a machine learning "black-box" won't give you transparent results. Real click fraud detection starts when all the data is on the table for the taking, and that just what we love talking about!
Wed 24 Feb
|
Recording

What's post-click analysis and why do data-driven PPC marketers need to use it?

Our sixth webinar brought to you by ClickGUARD covering the importance of post-click analysis and why data-driven PPC marketers leverage this super-power! 💣
Fri 12 Feb
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Recording

False Positives in PPC and what's "Machine Learning" got to do with it?

Ad Tech tools that claim to be using "ML & AI" might actually set their users up to becoming victims of false positives. Check out our webinar #5 to find out! 📺
Tue 12 Jan
|
Recording

How to improve ROAS on Google Ads (Is It Even Possible?)

What do you know about ROAS? Have you looked into it but didn't quite get what the numbers reflect and how could you possibly improve those numbers? We've got you covered!
Fri 13 Nov
|
Recording

Why data-driven marketers don't trust Smart Campaigns

In our third webinar session, Jason Pittock had an insightful talk with ClickGUARD’s founder Ralph Perrier about Google Smart Campaigns. The dialogue revolved around the value that Google Smart Campaigns service can bring you, the role of machine learning in ad campaigns, and the key metrics you have to look for when running Google Ads campaigns.
Mon 16 Nov
|
Recording

Why Strategy & Planning is Key to Mastering Google Ads.

In this webinar, we will share with you why planning Google Ads and Strategic thinking is of unprecedented importance for long term success. We go over the critical points to identify in stages, from Planning Google Ads to strategic A/B testing for optimization and growth! Get the FREE white sheets for your Google Ads Plan and start growing your campaigns.
Sun 20 Sep
|
Recording

How to hack Google Ads for maximum profits

In this first webinar, Marketer Jason Pittock interviews Ralph Perrier, Founder and CEO of ClickGUARD. The session is packed with practical advice, ideas, and tricks on how to hack Google Ads for maximum profits.
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