Increase your ROAS

If you’re using paid advertising, you should be focused on your return on ad spend (ROAS) metric. This metric tells you how much value you’re getting from your paid advertising, compared to how much you’re spending on it.

Decrease spending, increase value?

The answer to increasing ROAS seems simple - if ROAS is the difference between how much you spend on advertising and how much revenue that advertising brings in, then changing those numbers fixes ROAS. Right? No. Instead of changing what you spend, the key is changing how you spend.

Better campaigns, better targeting, better UX from intro to goodbye

Scattered-aim targeting works well when a company’s target audience is pretty much everyone, they have a huge budget, and they just want to appeal a little more to most people than they did last week. For most brands, it’s an expensive waste of time. Instead, find the people you most want to sell to. Talk directly to them about the things that matter to them. And make sure that their experience with you, throughout, is uniform and consistent.


Define your target audience clearly by their pain points, goals, demographics, interests, or platform.

Make sure that you understand exactly who you’re trying to reach and what value you offer to them.

Optimize your paid ad campaigns for the type of visitors you want to attract.

Use careful audience targeting to reach your buyer personas and ideal customers. Keep your copy short and highlight your call to action. Split test your ads to find the best variations, and record your learnings to use in the next generation of ads.

Look for opportunities to lower your cost per click.

Focus on high-performing keywords, add negative keywords to decrease irrelevant ad placements, focus on the channels used by your target audience, achieve a high Quality Score, schedule your ads when your target audience is active, and split test your ads.

Optimize low-scoring landing pages for paid search advertising.

Look for ads with landing pages with Quality Scores rated as below average. Improve the loading speed, ad relevance, and search intent relevance for each page. Get ideas from competitors and your target audience.

Personalize advertising, landing pages, and email marketing to make the customer journey more suited to each individual.

Make use of the data that you have about each visitor to tailor content to them. Show them topics or products they’re most interested in, give them information relevant to their current location, and use demographics to choose which images or colors to display.

Improve the usability of your site for mobile users to make them more likely to stay longer and convert.

Run user testing, improve the navigation, implement a responsive design, move important elements to the top of the page, make CTAs and links easy to tap, optimize the checkout process, and add trust elements.

Make your checkout more intuitive and less daunting for customers to complete.

Make your checkout process simple and linear, implement an accordion-style checkout so that customers only see a small number of fields at a time, add progress indicators, make CTAs descriptive, and minimize the number of steps required.

Improve the user experience of your shopping cart to keep customers engaged and avoid confusing them.

Make it easy for customers to see that they’ve successfully added something to their cart, add key product information to the cart page, allow simple changes like color and quantity on the cart page, and use thumbnails in the cart that match the variations chosen by the customer.

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@hesh_fekry I added this step.

Edited to add: Oops - also this one!

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One of the best ways to define an audience in my experience is by their pain point or goal. Demographics are great for ascertaining where we should advertise, but when it comes to how to motivate people to act, their pain points and goals are much better sources of inspiration.

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Thanks @boagworld – good point about goals and pain points. I’ve incorporated that into the first step.