In the ever-evolving landscape of digital marketing, one metric reigns supreme: Return On Ad Spend (ROAS). Yet, despite its importance, pinning down average ROAS by industry feels like chasing a mirage. Why? Buckle up, marketers, because we’re diving into the complexities of this elusive benchmark.
The Allure of the Average:
Imagine knowing the magic number, the industry-specific ROAS that signifies success. Suddenly, campaign optimization becomes a laser-focused endeavor. However, the reality is far more nuanced.
The Mirage in the Making:
Several factors conspire to make average ROAS a slippery figure:
- Industry Diversity: From high-ticket B2B SaaS to impulse-driven e-commerce, each industry operates within its own economic realities, impacting achievable ROAS.
- Campaign Specificity: Even within industries, factors like target audience, campaign goals, and ad platforms drastically influence ROAS.
- Data Transparency Concerns: Competitive pressures often shroud true ROAS figures in secrecy, limiting available data.
- Methodological Differences: How ROAS is calculated can vary, further muddying the waters.
So, is all hope lost?
Fear not, intrepid marketers! While a universal “one size fits all” ROAS is unlikely, we can approach the issue with a more nuanced perspective:
Embrace the Range:
Instead of fixating on a single average, consider industry ROAS ranges that account for the factors mentioned above. This provides a more realistic picture of potential performance.
Focus on Benchmarks:
Utilize industry-specific reports and data from reputable sources to establish achievable benchmarks for your campaigns. Remember, your competitors are your best teachers (anonymously, of course).
Track & Analyze:
Don’t rely solely on external benchmarks. Continuously track your own ROAS performance, segmenting by campaign, channel, and audience. This data-driven approach helps you identify areas for improvement and optimize your spend.
Hire a team of expert marketers to handle the research and video creation process for you
Just because something worked for one type of video doesn’t mean it will always work. Your video marketing strategy needs to be flexible and adjust to people’s viewing behaviors for maximum impact.
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