The Marketing Square receives many questions from clients, friends, followers and here are the latest most interesting questions for Ask the Web Guy.
Question: What is a good advertising ROI and what is advertising strategy?
Answer: A good advertising ROI is between 25% and 50% and above. Return on investment is driven by advertising strategy. Every advertising campaign begins with strategy and is decided with clients. Strategy combines goals, budget and tactics to reach the target. Tactics are the wild card and are determined by budget and goals.
Strategy determines what is done in an ad campaign. Strategy will decide how ROI (Return on Investment) is achieved. Strategy decides the target, what locations and types of activation are used to reach the audience to meet the goal.Strategy will vary by Goal and if the Goal changes, so does the Strategy.
ROI: Return On Investment
It may take someone years to understand advertising ROI and advertising Strategy. Yes, it’s like a math problem. So we’ll use a math formula to demonstrate.
ROI is determined by an agreed upon goal (B) established by the client who needs B (Goal) to happen by using C (Tactics) based on A (Strategy), but driven by D (Budget).
A=Strategy. A is constant and carefully determined by knowing what and how a goal may be achieved.
B=Goal. B is singular and consistent because you can’t do it all…you have to choose one thing and do it wll. Your focus on a goal will more specifically determine ROI.
C= Tactics. There are so many options, but they’ll be reined in by D (Budget).
D=Budget. Costs will vary and is going to determine C (Tactics) and E (ROI).
E=ROI. Return On Investment is decided by D+C+B÷A=E
A (Strategy) drives the the B (Goal) and the C (Tactics) is decided by D (Budget).
Before a client commits a budget there will still need to be a strategy to reach the goal. Some tactics may not work or may cost too much or not be effective. Finding the Return on Investment in a program will vary by the expectations driven by the strategy.
Confused? Plan. Strategize. Learn and read about your audience, competition, tactics and do a lot of research before sitting down and demanding an ROI number that’s just floating around in your mind. There needs to be a reason for ROI. Costs can be mitigated by the right strategy. The more specific and careful the strategy, the higher the ROI.
What Are the Top Search Engines in the World?
Question: What are the Top Search Engines in the World?
Answer: Here’s a list. There’s no such thing as search engines across all borders. While U.S. focuses on Google, and yes, many other countries use it, access is limited and therefore not always as widespread as in the U.S.
• US: Google, Bing, Yahoo, Ask, AOL
• China: Baidu, Sogou
• India: Rediff
• Russia: Rambler, Yandex
• Europe: Ansearch, Sesam, Yandex
• Japan: Goo
• Africa: SAPO