What Is ROAS? Formula, Benchmarks and What Good Looks Like
ROAS means return on ad spend. It is the revenue your ads generated divided by what you spent on those ads. Spend $2,500 and make $10,000 in sales, and your ROAS is 4. That is usually written as 4:1, or 400%, or “$4 back for every $1 in”. The formula takes five seconds. Reading the […]
Break Even ROAS: How to Set a Target That Protects Profit
Break even ROAS is the return on ad spend where your ads make exactly zero profit. The formula is 1 divided by your gross margin. At a 50% margin your break even ROAS is 2.0. At a 30% margin it is 3.33. At 25% it is 4.0. Below that number you are losing money on […]
Google Ads Conversion Tracking: Setup and the 6 Ways It Breaks
Google Ads conversion tracking is a small piece of code that tells Google which clicks turned into a lead or a sale. You create a conversion action in your Google Ads account, install the Google tag on your site, and fire the conversion on the page or button that counts. Setup takes under an hour. […]
Google Ads vs Facebook Ads: Which Should You Run First?
Start with Google Ads if people already search for what you sell. Start with Facebook and Instagram ads if they do not. That one question settles it for most businesses. A plumber, a lawyer, or an emergency locksmith should run Google first, because demand already exists and you just need to be there when someone […]
Google Local Services Ads vs Google Ads: Which Should You Use?
Local Services Ads charge you per lead and sit at the very top of the page, above the normal search ads. Google Ads charges you per click and sits below them. Local Services Ads are only open to certain service categories and require a background check. Most local service businesses should run both, because they […]
Google Shopping Ads: How They Work and How to Set Them Up
Google Shopping ads are the product listings with a photo, a price and a store name that show up at the top of search results. The important thing to understand is that you do not bid on keywords in Shopping. Google reads your product feed and decides which searches your products match. Your feed is […]
Performance Max: When It Works and When It Wastes Money
Performance Max is one Google Ads campaign that runs across Search, Shopping, YouTube, Display, Discover, Gmail and Maps, with Google deciding the placements and the bids. It works well for established ecommerce accounts with a clean product feed and real conversion history. It wastes money on new accounts, broken feeds, and lead gen businesses that […]
Ecommerce PPC Strategy: A Practical Framework
A working ecommerce PPC strategy runs in a fixed order: work out your break even return before you spend anything, fix the product feed, protect branded search cheaply, win the high intent product searches, then scale with Shopping and Performance Max, add remarketing once you have traffic worth chasing, and review results by product margin […]
What Makes a Good Landing Page Experience in Google Ads?
Google lists four attributes of a good landing page experience: relevant and original content, transparency about your business and how you handle personal information, easy navigation, and fast load speed. That is the full list. If a test or a quiz asks which attribute describes a good landing page experience, the answer is one of […]
PPC Landing Pages: 11 Elements That Lift Conversion Rate
A high-converting PPC landing page does five things well: it repeats the promise the ad made, it makes one offer, it asks for one action, it proves the claim near the form, and it loads fast on a phone. The average conversion rate across Google Ads search campaigns is 8.18%. If your page is well […]
