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BEST PRACTICES & STRATEGIES

important users. These are users who have never make quent campaign.
purchase on the website, or returning visitors or buyers. #3 Measure Results Per Device
By measuring your conversions per segment, you’ll get a
clearer view on your ad spend ROI, as well as map out Marketers are always looking for ways to deal with in-
the best performing source of your conversions. creasing competitive pressures. By using many differ-
ent sources, they have dozens of advertising options
#2 Measure ROAS/ ROI which can alter how and where the company’s mes-
sage is displayed.
Every marketer wants to see a return on investment and
should optimise advertising activities with that metric in When we engage in an advertising technology provider,
mind. it is important to take note that we should check not
only general results, but also take a closer look and
The reason is simple, knowing the relation of profit gen- compare the data per every device. By doing so, mar-
erated by ads and cost of those ads, we can easily judge keters can gain a valuable metric that tells us what are
how ads contribute to our business growth. By checking the best methods to attract potential buyers across dif-
ROAS (return on ad spend), you can decide how much ferent channels such as desktop, mobile and even TV,
volume is needed to be profitable, and where to focus how these channels perform and what is its individual
your time and budget. ROAS. Marketers can then plan separate advertising
activities or cross-device campaigns based on this met-
If you can determine to scenarios to pay more for a con- ric to better meet business goals.
version for greater returns, you’ll optimise your existing
budget to give a bigger bang for your buck. However, in For the best business results, marketers should look
the case of multiple channels approach, you’ll need to into engaging multiple channels and providers while
ensure that each conversion is reported only once so making sure that they complement each other. This
that you don’t need to pay a few times for 1 success. At translates into higher complexity in measuring results
the end of the day it will then be more clear what to do in and thus, marketers will need to know and
order to improve your overall effectiveness. In other understand their metrics of choice. By
words, if you keep marketing activities cost-efficient and knowing which channel or advertising
effective, it is better to split your marketing budget on last technology provider contributed to the final
-click – which means that the direct channel will be paid. business results (ROAS and Devices),
marketers can better plan and execute
Remember that growing your budget should only be future marketing strategies at an optimal
done once you figure out how to calculate and optimise level. ◊
ROAS. Therefore, no matter what marketing activity your By Chandra Kuncara, Country Director Southeast Asia
company is using, or how you grow your ad spend, your at RTB House
total ROIs will have better chances with every subse-

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