Thomas Coppen

What is ROAS Marketing?

If you’re advertising on AdWords, you probably want to increase your marketing ROI. It’s a great place to do it, but sometimes you just don’t know if it’s all worth it for you. You might be looking at increasing your conversion numbers and lowering your cost per conversion, but wouldn’t you rather know if your overall revenue is increasing? That’s where Keel Over Marketing can help. We offer a unique ROAS marketing service, which stands for Return On Ad Spend, which can put you in a great position to grow the overall revenue that you are generating from your campaigns. It’s perfect for any eCommerce shops, but it can have great results for B2B services as well.

What is ROAS marketing?

Let’s first have a look at some results. Here we have a campaign that seems to be performing very well, with a very good click through rate, a good amount of conversions and a good cost per conversions.

But how do we know how much money this campaign has made? Did the 11 conversions make £10 each, or did one make £2, another £8, another £25 and so on. This is often what makes AdWords users a bit wary, because without knowing the revenue that your ads have made, how do you know if it’s all worth it?

This is where our ROAS marketing model can help. Through our tools and expertise at Keel Over, we offer a unique service that enables us to adjust your keyword bids based on the revenue that they generate. Did one keyword spend £10 but only generate £2? We can stop that. Did another spend £20 and make £500? We can focus on that and make sure that these returns continue.

Why spend £5 on one keyword that converted 5 times, making you a total of £15, when you could spend £5 on another keyword that converted once and made you £100? The ROAS marketing model is perfect for eCommerce sites, especially those that are already utilising Google Shopping.

What do you need to do?

If you want to make the most of this opportunity to use our unique ROAS marketing model and maximise your revenue, we offer it as standard within our monthly service packages. All you need to do is make sure that you have eCommerce tracking set up on your site. This is essential to make sure we know the value of orders that users are making.

Other than that, just leave it to us. Each month, we will report the data of how much revenue your ads are generating, putting you in a perfect position to determine whether your campaigns are profitable, and if you should invest more in your PPC marketing strategy.

Can B2B services use ROAS marketing?

If you are able to assign a contract value to your leads and sales, then we can plug this in to our system and give you this valuable data for your company. In AdWords, we have access to the date and date of your conversions, and if you are able to give us the contract value that you have generated from your leads, we can match it up to the cost of the keywords, giving us great insights into whether your AdWords campaigns are profitable.

So what are you waiting for? Get in touch now and let us start maximising the revenue you generate from your PPC campaigns.

Thomas Coppen

Should I bid on my brand terms on AdWords?

There are currently about 144,000 Google results for a“should i bid on my brand terms on AdWords?” search, which tells you straight away that this is a much discussed question. There is plenty of conflicting advice out there, but we at Keel Over want to give you the facts on why overall, brand bidding is not always the best strategy.

Bidding on your own brand terms

Brand name bidding really falls into two categories – your own brand and your competitor’s. Let’s start by looking at bidding on your own brand. Type it into the Google ad preview tool and see what comes up:

We can see that a search for “Keel Over Marketing” comes up with no ads, with our brand dominating the organic listings. If your brand name appears like this, then brand bidding is probably not for you. Having an ad at the top of this page could end up costing you for clicks when there is a free click available just underneath.

This is especially true for accounts with a relatively low budget. If you are trying to get your products or services out to as many people as possible, you won’t want to eat up your budget on clicks that you could be getting for free.

Some agencies will insist on bidding on your brand terms on AdWords, even if you have no competition, to make sure that you always appear at the top of the page. However, more often than not, this is just taking away conversions that you would have had anyway from organic searches, and the PPC conversions are just there to make their end of month report look better.

What if my competitors are bidding on my brand terms on AdWords?

It’s all well and good if your competitors are leaving you be, but sometimes your competitors might be bidding on your name and trying to take away your business. Take a look at this result page:

Brand Terms on AdWords with Competition

Here, you can see that Amazon are also pushing the same product, and could be taking away sales from your PPC campaign. In this case, we would recommend bidding on your brand name to make sure that you are appearing at the top of the page so you don’t miss out on those conversions.

Should I bid on competitors?

This is a trickier one. Before doing it, you need to ask some questions of your business. Are you a lot cheaper than the competition? Do you sell exactly the same product? Are your competitors about to go out of business? If you answered yes to any of these questions, then bidding on your competitor’s brand name could get you some good conversions.

But be warned, most users will be specifically looking for your competitor, and could just ignore your ads, resulting in a lower CTR. Remember, CTR is a large factor in your Quality Scores, and a lower score will result in higher click costs. On top of this, you’ll often see users clicking on your ad at the higher cost, only to think “This isn’t the site I was looking for” and bounce off, leaving you with nothing but a wasted click.

On top of this, if you start bidding on a competitor, you run the risk of them bidding on your own. This can get you into a vicious circle that potentially results in pushing up your overall click costs.

Trademarking your brand terms

It isn’t against Google policy for competitors to use your brand terms as keywords, but you do have the advantage if you have a trademark for your brand name. According to Google’s Trademark Policy, the keyword can be bid on, but the trademarked term can’t be used anywhere in the ad copy. This results in lower Quality Scores straight away because Google doesn’t see these ads as relevant, and the competitor will have to pay a premium to compete against you. Always have this on your side, and you can save some money on your click costs in the process.

If you have problems with brand terms on AdWords, get in touch now for our expert advice.