online campaigns

Everything you need to know about ROAS

April 23, 2024 by Laura Morales

While ROAS (Return of Ad Spend) is similar to ROI (Return of Investment), ROAS specifically analyzes the cost of an ad campaign, as compared to the overall investment that could be accounted for in ROI. In other words, ROAS measures how effectively you are spending your budget.

The main metrics when it comes to determining whether a campaign is successful are ROI, CTR (Click Through Rate) and CPA (Cost per Acquisition). These metrics are very useful, but if you don’t track ROAS, you may be making decisions with limited data.

We tell you everything you need to know about ROAS. Read on!

How is ROAS calculated?

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ROI gives you a general idea of how successful a project was. ROAS, on the other hand, analyzes specific ads, campaigns or initiatives and only considers advertising costs, giving you in-depth metrics that allow you to decide where to invest your budget most successfully.

What numbers should be considered when calculating ROAS?

To get an accurate picture of the effectiveness of your campaigns with ROAS, be sure to consider all of your ad costs:

Vendor costs: fees and commissions from partners and vendors that help with your campaign.
Salary costs: the cost of internal advertising staff who assisted in the campaign.
Affiliate commissions: this should include both commissions and network transaction fees.

Is having a low ROAS ever okay?

A low ROAS is not always bad news. If your ads have a low click-through rate, but are effective at increasing brand awareness, your ROAS may be lower. If you’re working to enter a new market, a low ROAS might be okay, while your brand is gaining traction.

Why is ROAS important?

It’s true that you could monitor click-through rate or conversion rate to use the data as a metric. But, these calculations won’t give you very relevant information about your paid campaigns. Remember that advertising is about making sales, not just gaining traffic or clicks… It’s about converting traffic into revenue and ROAS can help you, as you can make informed decisions about which strategies work best for you and which ones you should stop using immediately.

What can ROAS tell you about your ads?

On its own, ROAS does not provide actionable data; therefore, it should be considered in conjunction with other metrics to determine where in the conversion process things are not working.

For example, if you have a low ROAS, but a high conversion rate, it could be due to several factors, among them, that your product is priced too low or that your bidding strategy is focused on the wrong terms. But, a very low ROAS only indicates that your campaign is not effective. A high conversion rate is good, but not if you are overspending.

ROAS does not give you metrics of approval or disapproval of your ad campaign, but rather lets you know your return on ad spend and how you can improve it. Its value lies in its ability to give you detailed insight into the success or failure of your campaigns when used with other metrics, such as CTR, that can help you determine if an ad campaign is profitable.

At Tidart, they combine the different measurement methods, which complement each other, and ensure you get the most out of your investment. Click here to learn more

The complete guide to performance marketing

March 27, 2024 by Laura Morales

Companies involved in the e-commerce industry, a saturated and competitive market, make great efforts to stand out from the crowd. Thinking outside the box using innovative approaches such as programmatic media buying reduces costs while giving companies the ability to precisely target and personalize campaigns.

However, in this saturated market, success ultimately hinges on converting efforts into tangible results. This is where performance marketing comes into play, focusing on crafting digital advertising strategies that drive measurable outcomes, whether in clicks, leads, or sales.

In this article you can find the complete guide to developing performance marketing strategies. Take a look.

The Foundations of Performance Marketing

There are three core concepts that collectively form the foundation of performance marketing’s effectiveness. The first one is having measurable goals. Establishing clear and measurable objectives provides a framework for evaluating the effectiveness of marketing efforts. These objectives serve as benchmarks against which performance can be assessed and necessary adjustments can be made.

The second key concept is to adopt a pay-for-performance model. Embracing it ensures that advertisers only pay when specific actions are achieved. This alignment of interests between advertisers and publishers minimizes the risk of ineffective spending.

Finally, it’s crucial to have a direct response focus: performance marketing aims to prompt immediate user action, whether it’s making a purchase, subscribing to a newsletter, or downloading an application. By focusing on direct response, campaigns are designed to drive conversions swiftly, enabling timely optimizations.

Paid marketing channels

Performance marketing leverages various paid marketing channels, each with its own dynamics, advantages, and drawbacks. Understanding these channels empowers advertisers to tailor their strategies for both short-term campaign success and long-term sustainability.

Search Engine Marketing (SEM) enables advertisers to target users actively searching for relevant products or services by selecting specific keywords. Effective SEM strategies rely on thorough keyword research to maximize visibility to potential buyers.

Through sponsored advertising advertisers can obtain high quality traffic, enhancing brand visibility and conversions. These sponsored articles seamlessly blend with content, positively impacting brand awareness and consumer behavior.

Investing in advertising in social media allows brands to set clear and easily measurable KPIs. Furthermore, facilitating the correlation of conversions with ad investment and ROI evaluation.

Many brands find affiliate marketing to be one of the most efficient channels in terms of ROI assessment. It enables brands to leverage multiple affiliates without significant budgetary constraints.

Native advertising pairs quality content with targeted distribution, overcoming ad blockers and blindness to yield higher click-through rates than traditional online advertising methods.

How to measure performance marketing?

Performance marketing is all about getting users to act. Thus, it is logical to outline the vital metrics that serve to measure these actions aligned to specific goals. Some of the main performance marketing KPIs are CPA, impressions, engagement, clicks, leads or sales, directly.

However, no matter the KPI, tracking is central. Real-time tracking and analysis are imperative for detecting and rectifying issues promptly, preventing budgetary losses.

Our agency Tidart specializes in developing customized 360º strategies covering each and every one of the different phases of the conversion funnel based on each client’s goals. They apply their own innovative technology to optimize any advertising investment and generate tangible results. Click here to learn more!

Marketing trends for 2024

January 19, 2024 by Laura Morales

As 2024 begins, the media and advertising landscape continues to change, but we’ve compiled some of the main advertising trends to watch out for this year.

Adoption of new CTV ad formats

Connected TV (CTV) will provide the opportunity for enhanced commercial messaging and new and improved ad formats. Instead of having to choose between 30-second and 60-second video ads as the only ad formats available, the doors will open to greater freedom with brand sponsorship opportunities.

Goodbye to generalized AI

Just as the Internet split from large portals to niche websites and then to apps, AI will follow the same path. Instead of relying on broad applications like ChatGPT, we will leverage the large language models (LLMs) behind them to create personalized applications for marketing and client experience.

Creativity takes center stage

2024 will be a tipping point where creativity will become the primary variable in campaigns. This year we’ll see marketers investing in more creative ad tech tools, joining the 79% of advertisers who see creative personalization as essential (according to a report by Flashtalking).

Technology leads the way

During 2023, the use of technology for campaign optimization already played an essential role. Now the use of machine learning and AI to improve digital campaigns’ performance will consolidate itself as a must for any advertising agency.

Staying updated and striving for constant improvement and innovation has become crucial for campaign management in the digital world.

At Kimia Group, our companies aren’t afraid of taking the next step: Tidart and Biddeo, our advertising agencies, incorporate technology as one of their main assets. Whether it is to manage DOOH, performance and branding campaigns, when it comes to the former; or to manage video and CTV campaigns, when it comes to the latter.

Black Friday: its impact on digital marketing

November 15, 2023 by Laura Morales

Black Friday, celebrated on the last Friday of November, has become a global phenomenon that marks the beginning of the holiday shopping season. Originated in the United States, this day is characterized by massive deals and discounts offered by physical and online stores, attracting millions of consumers eager to take advantage of the most tempting deals of the year. Therefore, it has also become one of the most important dates for digital marketing and has significantly impacted companies’ year round business strategies.

The Digitization of Black Friday

Technology has been a key catalyst in the transformation of Black Friday. The digital age has given rise to a new way of shopping, with e-commerces playing a crucial role. In fact, multiple studies show that online shopping accounts for more than half the purchases made during both Black Friday and Cyber Monday. The physical shopping experience has shifted to a virtual one, where consumers can purchase products not only from the comfort of their homes, but through their phones, avoiding long lines and crowds of people.

In this context, digital marketing becomes a fundamental tool for companies looking to boost their sales. Online marketing strategies, such as email marketing, social media ads and SEM, become essential to capture the attention of consumers and direct them to deals.

Strategic Planning

But to really stand out from all the deals promoted during shopping period, companies must plan their digital marketing strategies in advance to ensure sales. This means starting before Black Friday season, during what is now called Black Month. Optimizing websites to ensure a smooth and fast user experience, executing social media ad campaigns to reach a targeted audience, and implementing SEO strategies long before Black Month are essential to raise brand awareness.

In addition, personalization has become increasingly important. Targeted offers, taking into account user’s preferences and online behavior, increases the likelihood of conversion.

The Importance of Data Analytics

Data analytics plays a crucial role when it comes to personalizing marketing strategies and offering tailored promos.

In the new cookieless environment, collecting first-party data and learning to analyze it is one of the main (and most effective) ways to evaluate strategy efficiency.

Especially during Black Friday, when companies must adjust their advertising plan and make fast decisions, knowing your data, being able to view it, and analyze it in real-time means a huge advantage to maximize results.

The Impact on Consumers

While Black Friday has revolutionized the world of digital marketing, it has also influenced consumer behavior. Shoppers are more informed and aware of deals and discounts, making them more discerning. They expect a seamless shopping experience, compelling offers and high-quality customer service.

Black Friday has evolved from a traditional shopping event to a digital phenomenon that has a significant impact on companies’ marketing. Digital marketing strategies, strategic planning, data analytics and customer satisfaction are key elements for success on this day. Companies that take advantage of Black Friday’s digital marketing opportunities can experience a significant boost in sales and strengthen their market position, increasing brand awareness and brand loyalty.

At Kimia, our companies can help you boost your business during the shopping. With Tidart, you can quickly implement SEM and Social Ads campaigns, while Biddeo focuses on video ad campaigns. With our ad network, Adport, advertisers take things into their own hands and manage their own ad formats. Check them out and maximize your Black Friday profit.

Digital Marketing: From birth to Web 4.0

September 28, 2023 by Laura Morales

When the Internet was first introduced to society in the 1990s, it was never intended as an advertising medium, but rather as a tool for exchanging emails and digital information. It wasn’t long before marketing pioneers began to realize what a big business internet advertising could be, which marked a turning point in the history of advertising.

Let’s remember the history of digital advertising, from its beginnings to how we know it today.

The 1990s: The birth of digital marketing

The period between 1990 and 2003 was marked by Web 1.0, also called traditional web. The first search engines appeared, along with the first file transfer platforms. Companies then began to take advantage of this innovation to promote their brand and distribute information without the need for user intervention, who at that time only wandered the web as if it were a magazine.

When the first e-commerce sites appeared companies began to reconsider their strategy, at which point specialists in this field began to emerge, and companies started to consider ways to reach consumers directly. This was when the term “targeting” began to be used: creating personalized campaign strategies to achieve the desired objectives. This innovation led to new marketing techniques and introduced Marketing 2.0 in the early 2000s. The term “digital marketing” became a reality.

2004: The arrival of social networks

Between 2004 and 2008, Web 2.0 took center stage. The first communities and interactive platforms were born and the terms “social media” and “web blogging” with them. It became possible to establish communication both with brands and with other users online, sharing opinions about anything, including products and services.

This type of interaction started to encourage users to share concerns, needs, and desires. The Web continued to expand and consumers got called upon to socialize virtually through social networks, forums, SMS, etc. Companies realized they could get closer to users, while these realized their opinions could be heard, increasing brand-consumer interaction.

2009 – 2011: The native era

At the beginning of 2009, the use of social networks had increased by 508% among users aged 16 to 24 and by 361% among users aged 25 to 34.

During this and the following years, many companies began to experiment with new 2.0 tools such as those that allowed direct and instant communication with consumers. For the first time, brands could send promotional messages, at any time, to a group of users who had shown interest in such communications.

Internet users were already very receptive to commercial communications. Social networks went into integrated advertising. Advertising was well accepted, targeted to quality audiences, and at a low cost.

2012 – Today: Digital marketing as we know it

With the massification of new information and communication technologies, from 2012 onwards, digital marketing managed to spread in all its contexts. Web 3.0, the one we use today, is a “smart” web, which is especially evident in search engines. There are tools and algorithms that are closer to understanding human natural language.

However, we are currently experiencing the shift to Web 4.0, a more intelligent and predictive web. It is no longer about “what the user is looking for”, but “why the user is looking for it” and “what will they look for in the future”; in other words, we are moving from explicit “search” to “search intent”. To this end, artificial intelligence is beginning to be added to current technologies.

It is clear that we are heading towards a promising future for digital marketing. Therefore, having data optimization and machine learning tools in your online marketing campaigns can make a difference.

At our agency Tidart, we have tech tools and smart bots that will take your digital marketing campaigns to the next level. Don’t get left behind. Click here to learn more.

A guide to On-page and Off-page SEO

September 12, 2023 by Laura Morales

The world of digital marketing is a competitive arena where standing out is essential. One of the concepts that has been gaining more and more relevance in this environment is SEO (Search Engine Optimization). To improve the visibility of a website in search results, it’s crucial to implement a comprehensive strategy that covers both internal (On-Page) and external (Off-Page) factors of search engine optimization.

On-page SEO

On-page factors refer to elements that can be controlled and adjusted within a website itself and how they influence your SEO strategy. The main on-page factors are:

Load Speed: Search engines value the speed with which a web page loads, so it is essential to remove unnecessary elements that can slow it down.
Keyword usage: Keywords are essential in SEO. You must carefully select relevant keywords, from main to secondary, for your content and use them in a natural and balanced way throughout your site. Keyword abuse can be penalized.
Internal linking: Linking to related content on your own website helps search engines understand your site’s structure, theme, and target audience, and index your pages effectively.
External Linking: Although it may seem like an off-page factor, by adding links to other websites or blogs that you have used as a source, you are giving reliability and credibility to your own site.
Adequate tags: Use appropriate tags, without exaggerating the amount, to make it easier for search engines to understand the main themes present in your web’s content.
Social networks: Interaction on social networks is essential to generate viral content and increase traffic. Make sure that your corporate profiles are linked to your web and that your content is easily shareable.

Off-page SEO

Off-page factors are actions that happen outside of your website but significantly affect your SEO strategy. Some of the main off-page factors to take into account are:

Link building: Produce relevant and accurate content so that you might be linked as a source on other websites. The more trustworthy the sites that link to you, the better your search engine ranking will be.
Comments on blogs and forums: Participating in discussions and leaving useful comments on blogs and forums can generate external mentions from reputable sites.
Reciprocal links: Exchanging links with other websites can be mutually beneficial. Invitations to publish content on other websites can also be made, which improves off-page SEO, as well.
Directories: Listings in specialized directories can help increase your website’s reach and visibility, so long as the directory is of quality and relevant to your industry and content.

Building an SEO strategy requires time and dedication, but the benefits are significant and sustainable long term.

If you need help, our agency, Tidart, has a specialized SEO team to help your website’s positioning, attracting a wider and more engaged audience, maximizing your conversions. Click here to check them out.

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