Recently Adidas paused their Facebook ads because of lack of ROI.

This has sparked many brands to do the same.

But here is the problem.

How do you measure ROI?

Ask 10 CMOs, marketing directors, or media buyers and you’ll get 50 different answers.

Some people are indecisive about everything. 🙂

Answers range from the W.A.G. method to first touch, last touch, weighted, time decay, last non-direct touch, linear, U, W and Z.

You get the point.

Now let’s make this complex.

Throw in multiple traffic sources.

Plus, add desktop, TV, mobile and tablet as screen devices.

Last but not least think about doing this with multiple login accounts. You know you have at least 2 emails.

It doesn’t take long until you get a mess.

What I’m trying to get at is it’s often hard to measure attribution.

You will have leakage in your marketing.

So what is the ROI of Facebook and Google?

It depends on the quality of your entire marketing system.

Are you measuring it over 7 days, 14 days, 30 days, 60 days, etc.?

Are you using login, IP, or cookie based tracking?

What is the lifetime value of your buyer?

Before you blindly follow others and take a nose dive off a cliff, make sure you are measuring your ROI.

Here are a few campaigns that you should be running to produce a positive ROI in Adwords.

Create a campaign based on your main keywords to drive traffic to your signup page. These ads are designed to grab low-hanging fruit.

Create a campaign based on your name and reviews. These leads are often in the last phase of research and just need a nudge to convert them to buyers.

Create a campaign to show ads to people who have visited any of your pages. After they visit your site they will start seeing your ads if they haven’t already signed up. These ads are designed to take someone from the looking phase to the signup phase in a short amount of time.

Create a re-marketing campaign for anyone who visits your signup page but doesn’t sign up. These ads will work with the cart abandonment campaign.

Use Google data modeling to create look-alike of each segment and run them in separate campaigns.

Upload your buyer database to create a buyer profile with look-alike audiences that we can run ads to.

Create Google Display Ads to show banners and drive visitors back to your signup page.

Create video intro ads to run on YouTube video based on interest and intent. These produce branding and ROI at the same time.

Create Gmail sponsored ads based on the names of your top competitors. When a user is in Gmail they will start seeing your ads on the top and right hand sides. These ads have very little competition and perform above average for us.

Just start with 1 traffic source and make sure you understand how attribution works before you scale up.


charles kirkland
charles kirkland

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.