Shaking Off the Old Feathers: The Limitations of Traditional ROAS
ROAS is like counting the money after selling the candy, without considering the wider impact. Sure, it’s great that you got a dollar for every 70 cents spent on ads, but that’s only the tip of the chocolatey centre. It seems we’ve been focusing on the crunch, but ignoring the licks. Those who prefer to leave the monitoring of ad spend to professionals can contact kingkong.co/au/ppc-management-agency/ and the like.
A Broader View: Counting the Licks, Not Just the Crunch
The best way to measure advertising success isn’t about counting dollars—it’s about tallying up all the sweet, delicious value created along the journey to the centre. Companies should look beyond immediate financial returns and take into account the licks of success that make up brand awareness, customer engagement, and long-term loyalty.
Brand Awareness: The Wrapper That Attracts
Brand awareness is the wrapper that catches the eye in a store full of candy. It’s the difference between being chosen off the shelf or being left behind. Advertising efforts that boost brand visibility can do the heavy lifting of making your brand top-of-mind for customers, like a shiny wrapper in a sea of bland packages.
Customer Engagement: The First Lick
Having a high ROAS is like selling a lot of candy, but without engagement, you’re missing out on the first delicious lick—the moment a customer connects with your brand. Engaging customers is like offering them a taste test of your brand, making them more likely to share their sweet experiences and stick around for more.
Long-Term Loyalty: Savouring the Flavour
Immediate sales might give you a sugar rush, but it’s the long-term loyalty that provides the sustenance. Like someone who enjoys every lick of a lollipop until they reach the centre, loyal customers savour the experience of your brand and keep coming back for more.
The Bigger Picture: A Candy Shop of Metrics
Taking a broader view of ROAS requires measuring more than just the crunch. It’s about considering how your customers interact, feel, and engage with your brand. This involves integrating quantitative data with qualitative insights and adopting tools that help you measure customer behaviour, engagement, and sentiment. It’s about running a successful candy shop, not just selling a single type of candy.
Counting More than Dollars
Understanding ROAS in its full richness is like appreciating the whole treat, not just the final crunch. It’s about every lick, every moment of enjoyment, and every repeat purchase. In the ever-evolving field of advertising, it’s time we replaced the approach of crunching into the centre with a more human-like savouring of the entire candy.
So, next time you measure your ROAS, remember it’s not just about the crunch, but about all the licks that led to it.
