-Misconception 1: The more digital advertising budget is invested, the better the ROAS performance should be
Many people believe that as long as the advertising budget is increased, the return on advertising investment (ROAS) will increase accordingly. This view has its logical basis, but reality is often more complex. In fact, an increase in advertising budget does not necessarily lead to an increase in effectiveness, because advertising effectiveness is determined by a variety of factors:
First, the saturation of the target audience needs to be taken into consideration. When the same specific audience group has been exposed multiple times by the same advertisement, the additional budget may not bring more conversion opportunities; secondly, the quality and strategy of the advertising content Accuracy is also crucial. If the creative is not attractive or the delivery strategy is not precise enough, even increasing the budget will not bring significant results.
At the same time, the marginal effect of advertising cannot be ignored. Assuming that the advertising strategy is set correctly, the initial budget investment may bring higher returns, but as the budget continues to increase, the marginal returns will naturally gradually decrease. Marketers need to find the best budget investment points or the reasons for stagnant results, rather than blindly increasing advertising budgets.
-Correct concept: optimize budget allocation and delivery strategy
In order to improve advertising effectiveness, marketers should focus on optimizing budget allocation and delivery strategies, including accurately positioning target audiences, producing high-quality advertising creatives, conducting continuous data analysis, and flexibly adjusting delivery strategies. Through these methods, you have the opportunity to achieve the best advertising results and return on advertising investment (ROAS) within a reasonable budget.
-Misconception 2: When advertising effectiveness deteriorates, frequently change materials and adjust strategies until they improve.
When advertising results are not satisfactory, marketers are often eager to change materials or adjust advertising strategies, hoping to improve advertising effectiveness through rapid changes. However, adjusting too frequently can cause more problems.
After all, the effects of digital advertising take time to appear. Even if the advertising strategy and materials themselves are effective, it will take enough time to reach your target audience and generate conversions. If you frequently change materials or adjust strategies, it may interfere with the ad serving process and cause more advertising changes, which will make the ongoing advertising strategy unable to work. Furthermore, too frequent adjustments will significantly increase the unit's investment cost and complexity. Each change of materials and adjustment of strategies requires the investment of additional manpower and time resources. Frequent adjustments may lead to a waste of budget and team fatigue.
-Correct concept: scientific adjustment based on data
When faced with declining advertising effectiveness, marketers should make scientific adjustments based on data. First, analyze the reasons for the decline in advertising effectiveness. It may be that the target audience has changed, competitors have adjusted their strategies, the advertising materials are no longer attractive, etc. Then, formulate corresponding adjustment strategies based on the analysis results, and set a reasonable advertising observation period so that new strategies and materials have enough time to show effects. This can avoid too frequent adjustments and carry out corresponding advertising optimization with the support of data.
- Misconception 3: As long as resources are invested in media channels that “have conversions”, there is no need to invest in exposure media that cannot bring about conversions.
During the advertising process, marketers tend to focus on media channels that can bring conversions and ignore exposure media that cannot directly bring conversions. However, this view is incomplete.
Brand exposure is crucial to long-term brand building and consumer awareness. Even if certain media channels cannot directly bring about conversions, they can still increase brand exposure and increase brand awareness, thereby influencing consumer purchasing decisions. In modern marketing, consumers' purchase decision-making behavior is often chaotic and complex, the final result of which is influenced by multiple channels, and cannot be attributed using linear thinking. In addition, media channels that cannot directly bring conversions may also indirectly promote conversions. For example, consumers first see brand ads on LINE, and are subsequently hit by FB ads multiple times at different points in time, and finally through keyword ads. Enter the official website to complete the purchase. These indirect advertising effects mentioned above are equally important.
-Correct concept: Integrating multi-channel marketing strategies
Marketers should develop a marketing strategy that integrates multiple channels. They should not only pay attention to media channels that directly bring conversions, but also not ignore the importance of brand exposure and potential conversions. By integrating different media channels and rationally allocating marketing resources to achieve all-round brand exposure, the overall marketing effect is enhanced.
In summary, the relationship between digital advertising and effectiveness is not static. Marketers need to break past myths and misunderstandings and adopt scientific, data-driven methods for advertising placement and effectiveness evaluation in order to stand out in the increasingly competitive digital marketing environment. , to achieve the best advertising results.
