{"id":29234,"date":"2023-01-11T11:09:59","date_gmt":"2023-01-11T11:09:59","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/driving-roas-outside-of-google-and-microsoft\/"},"modified":"2023-01-11T11:09:59","modified_gmt":"2023-01-11T11:09:59","slug":"driving-roas-outside-of-google-and-microsoft","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/driving-roas-outside-of-google-and-microsoft\/","title":{"rendered":"Driving ROAS outside of Google and Microsoft"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Search is amazing \u2013 and there are compelling reasons why it is the cornerstone of all of our media plans:\u00a0<\/p>\n<ul>\n<li>It\u2019s extremely targeted, reaching exactly the people who are looking for our content, so they can be served with highly targeted ads.\u00a0<\/li>\n<li>It\u2019s highly transparent \u2013 you can see the exact performance metrics.<\/li>\n<li>It\u2019s very measurable, especially when you use a tool like Google Analytics.\u00a0<\/li>\n<\/ul>\n<p>Of great value to many, the creative needs are far less demanding. It helps not to worry about images, video assets or animations.\u00a0Clients love it for these reasons, too. <\/p>\n<p>Especially when considering last-click attribution and return on ad spend (ROAS), search is always going to over-index as one of the stronger performance channels. <\/p>\n<p>But after you master search, what\u2019s next?<\/p>\n<p>Working with brands in this changing digital landscape means you need to:<\/p>\n<ul>\n<li>Consider that your search campaign will hit efficiency limits.<\/li>\n<li>Determine how to scale at the right spend levels.\u00a0<\/li>\n<li>And more so, explore how to reach new audiences.\u00a0<\/li>\n<\/ul>\n<p>Younger audiences, particularly, are <a href=\"https:\/\/searchengineland.com\/modern-search-landscape-how-where-reach-target-audience-388290\">searching very differently<\/a>. While they are still on Google and Bing, they\u2019re also looking at TikTok, YouTube or Instagram, depending on the search query.\u00a0<\/p>\n<h2 id=\"h-foregoing-the-funnel\">Foregoing the funnel<\/h2>\n<p>To go beyond the traditional strategy, it\u2019s time to shift our thinking beyond the traditional marketing (purchase) funnel and into signal planning, centered more around the consumer than the marketer\u2019s needs. <\/p>\n<p>Focusing on a consumer map helps us to <a href=\"https:\/\/searchengineland.com\/building-audience-framework-improve-ppc-campaigns-386624\">better identify our audiences<\/a> at their individual path to purchase based on the signals they provide back to us.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"402\" height=\"409\" alt=\"A consumer map allows us to identify the target's individual need state.\" class=\"wp-image-391147\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map.png 402w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-332x338.png 332w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-111x113.png 111w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-150x153.png 150w\" data-lazy-data-sizes=\"(max-width: 402px) 100vw, 402px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"402\" height=\"409\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map.png\" alt=\"A consumer map allows us to identify the target's individual need state.\" class=\"wp-image-391147\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map.png 402w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-332x338.png 332w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-111x113.png 111w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/MMI-Agency-Consumer-Map-150x153.png 150w\" data-sizes=\"auto, (max-width: 402px) 100vw, 402px\"\/><\/noscript><figcaption class=\"wp-element-caption\">A consumer map allows us to identify the target\u2019s individual need state.<\/figcaption><\/figure>\n<\/div>\n<p>Within this map, your active consumers sit in the middle, and that is where your first dollar should go. <\/p>\n<p>As you expand beyond active consumers into those that are aware, in-category or general demand generation, the signals you get from channels are weaker.<\/p>\n<p>While you\u2019ll spend less in those areas, you can still reach new audiences. This is an important framework as it maximizes the inner circles with slow expansion while focusing on ROAS.<\/p>\n<p>Building on this consumer map, the next step is to develop a custom measurement framework to identify key goals, tentative channels, and primary and secondary KPIs.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"341\" alt=\"Custom measurement framework\" class=\"wp-image-391150\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-800x341.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-600x256.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-200x85.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-768x327.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-150x64.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework.png 1390w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-800x341.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"341\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-800x341.png\" alt=\"Custom measurement framework\" class=\"wp-image-391150\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-800x341.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-600x256.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-200x85.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-768x327.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework-150x64.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Custom-measurement-framework.png 1390w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><\/figure>\n<\/div>\n<p>Looking at your brand\u2019s need for demand generation, for example, you might decide that potentially successful channels for your media efforts are linear and <a href=\"https:\/\/searchengineland.com\/the-search-marketers-guide-to-connected-tv-best-practices-for-making-the-jump-387834\">CTV<\/a>, influencers, and audio content partnerships.\u00a0<\/p>\n<p>Track KPIs beyond just reach and frequency, such as branded search interest, which is basically search impressions on your branded keywords. <\/p>\n<p>KPI is valuable because it can have the halo effect of new channels by improving your search spend and your search efficiency. This will also impact organic traffic, so you can quickly get people who are aware to your website, knowing that they\u2019re really engaged.\u00a0<\/p>\n<h2 id=\"h-building-a-measurement-plan\">Building a measurement plan<\/h2>\n<p>From here, examine how best to measure success. There are four basic options \u2013 with varying levels of complexity \u2013 that can be tailored to your media mix and budgets. <\/p>\n<ul>\n<li>Data visualization and reporting.<\/li>\n<li>Platform-based attribution.<\/li>\n<li>Incrementality testing.<\/li>\n<li>Media mix modeling.<\/li>\n<\/ul>\n<p>Most clients, depending on campaign needs, will only rely on two or three of these.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"320\" alt=\"Measurement plan\" class=\"wp-image-391151\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-800x320.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-600x240.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-200x80.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-768x307.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-150x60.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan.png 1368w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-800x320.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"320\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-800x320.png\" alt=\"Measurement plan\" class=\"wp-image-391151\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-800x320.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-600x240.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-200x80.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-768x307.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan-150x60.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Measurement-plan.png 1368w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><\/figure>\n<\/div>\n<p>As a baseline, ensure you have clear reporting automation, ideally in a dashboard to review and analyze real-time performance. <\/p>\n<p>After graduating from that, you might look at platform-based attribution (i.e., the Campaign Manager 360 Model), where you can think a little bit more about consideration tactics. <\/p>\n<p>If your campaign is focused on awareness, you can also look at options like incrementality testing. For instance, you\u2019re going to launch a new channel, and it\u2019s more upper-funnel (like YouTube or CTV), you might only go live in a few key markets. <\/p>\n<p>Comparing the success of these efforts to markets where you weren\u2019t live will give you some scientifically proven data to show what\u2019s working. You can use that as a guide to scale and go larger. <\/p>\n<p>Lastly, when sophisticated enough, look at media mix modeling or multi-touch attribution.<\/p>\n<h2>Test, test and test<\/h2>\n<p>Likely the most important step in the process is focused on the testing plan, which is critical to driving more rigor into your measurement strategy. The testing plan will ideally include:<\/p>\n<ul>\n<li>Test details.<\/li>\n<li>Learning objectives.<\/li>\n<li>Test length.<\/li>\n<li>Run dates.<\/li>\n<li>Primary and secondary KPIs.<\/li>\n<li>Channel.<\/li>\n<li>Intended action.<\/li>\n<li>Conflict.<\/li>\n<li>Results.<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<h2>Picking platforms<\/h2>\n<p>With the measurement plan locked in, it\u2019s time to choose the channels or platforms that make the most sense for your campaign. <\/p>\n<p>To do this, take the various stages represented in the consumer map and line them up with the sample signals you see from your consumer behaviors.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"402\" alt=\"Align media channels and signals against the consumer map.\" class=\"wp-image-391152\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-800x402.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-600x302.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-200x101.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-768x386.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-150x75.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels.png 1179w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-800x402.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"402\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-800x402.png\" alt=\"Align media channels and signals against the consumer map.\" class=\"wp-image-391152\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-800x402.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-600x302.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-200x101.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-768x386.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels-150x75.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Signals-and-channels.png 1179w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Align media channels and signals against the consumer map.<\/figcaption><\/figure>\n<\/div>\n<p>Staying with our previous example of demand generation, you might line that stage up with signals such as adjacent category purchases, wedding planning, or moving to a different climate. <\/p>\n<p>Many channels can run across all stages of the consumer map, but we know which channels can be full-funnel and prioritize those based on budget and what best suits our particular portion of the consumer map.<\/p>\n<p>In addition, look at platforms against the consumer behavior to prioritize areas of action. <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"225\" alt=\"Analyze platforms based on consumer behavior.\" class=\"wp-image-391153\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-800x225.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-600x169.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-200x56.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-768x216.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-1536x432.png 1536w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-150x42.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior.png 1631w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-800x225.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"225\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-800x225.png\" alt=\"Analyze platforms based on consumer behavior.\" class=\"wp-image-391153\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-800x225.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-600x169.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-200x56.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-768x216.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-1536x432.png 1536w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior-150x42.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Platforms-and-consumer-behavior.png 1631w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Analyze platforms based on consumer behavior.<\/figcaption><\/figure>\n<\/div>\n<p>On a spectrum that ranges from \u201caction\u201d to \u201centertainment\u201d (with a range of \u201ceducation\u201d somewhere in the middle), use more common consumer behaviors to help guide channel selection. <\/p>\n<p>Based on the consumer\u2019s mindset, you can also get cues that inform creative decisions and which platform will have the right ROAS. This is another way to think about scaling beyond search.<\/p>\n<h2 id=\"h-creative-is-critical\">Creative is critical<\/h2>\n<p>Even with the best marketing strategy, targeting and measured framework, if you\u2019re not employing the proper quality and quantity of creative (or not leveraging the same creative all the way across the funnel), your campaign won\u2019t be successful.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"451\" alt=\"Ensure you have the right quality and quantity of creative to win beyond search.\" class=\"wp-image-391157\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-800x451.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-600x338.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-200x113.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-768x433.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-150x84.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative.png 1131w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-800x451.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"451\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-800x451.png\" alt=\"Ensure you have the right quality and quantity of creative to win beyond search.\" class=\"wp-image-391157\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-800x451.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-600x338.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-200x113.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-768x433.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative-150x84.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Quality-creative.png 1131w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Ensure you have the right quality and quantity of creative to win beyond search.<\/figcaption><\/figure>\n<\/div>\n<p>Knowing the best creative decisions to make can be informed by determining how complex the creative needs to be. <\/p>\n<p>While virtually every brand is currently interested in TikTok (for good reason), the best practice on that channel calls for creative swaps nearly every week. Most brands are simply not \u201ccreatively ready\u201d to meet that production schedule and associated costs.\u00a0<\/p>\n<p>In the case of CTV, like YouTube and Hulu, the refreshes are not as frequent, but the creative has to be of very high quality. <\/p>\n<p>Channels like programmatic or Meta, on the other hand, require fewer updates (monthly\/bi-monthly) and can suffice with slightly lower creative complexity. Of course, these depend on budget and audience size \u2013 there are trade-offs. <\/p>\n<p>It\u2019s also increasingly important to consider the creators you can partner with and how they can be used for ads. Especially on channels like Meta and TikTok, influencer assets can be wildly successful and highly cost-effective. <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"335\" alt=\"Fully leverage influencers as extensions of your creative team.\" class=\"wp-image-391160\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-800x335.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-600x251.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-200x84.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-768x322.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-150x63.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative.png 1415w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-800x335.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"335\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-800x335.png\" alt=\"Fully leverage influencers as extensions of your creative team.\" class=\"wp-image-391160\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-800x335.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-600x251.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-200x84.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-768x322.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative-150x63.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Influencers-and-creative.png 1415w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Fully leverage influencers as extensions of your creative team.<\/figcaption><\/figure>\n<\/div>\n<p>There are different ways to see a positive outcome, too. In addition to branded posts where you simply use the creator as an extension of our creative team, you can amplify straight from the influencer\u2019s handle. This usually gets the best CTA, as you can edit the caption to drive action. <\/p>\n<p>Somewhere in between, there is also a lot of success with \u201cmashups,\u201d where a creative team takes assets already created by the influencers and parlays them into something that can have other points of differentiation or various experiences to best resonate with your diverse audiences.<\/p>\n<h2>Cohesive touchpoints<\/h2>\n<p>The final consideration in terms of scaling beyond search is making sure the campaign is cohesive and integrated.<\/p>\n<p>Ensure that the whole marketing ecosystem is fully functional and primed to be successful in working behind the media KPIs that you\u2019ve established with your client.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"231\" alt=\"Ensure your organic presence supports paid media and that you have a community management plan.\" class=\"wp-image-391162\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-800x231.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-600x173.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-200x58.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-768x222.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-1536x444.png 1536w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-150x43.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media.png 1593w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-800x231.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"231\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-800x231.png\" alt=\"Ensure your organic presence supports paid media and that you have a community management plan.\" class=\"wp-image-391162\" data-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-800x231.png 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-600x173.png 600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-200x58.png 200w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-768x222.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-1536x444.png 1536w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media-150x43.png 150w, https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Organic-presence-and-paid-media.png 1593w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Ensure your organic presence supports paid media and that you have a community management plan.<\/figcaption><\/figure>\n<\/div>\n<p>There is more detail to consider, especially as variables specific to your campaign come into play, but these basic steps will help you to scale up beyond Google and Bing while keeping the business focused on ROAS.<\/p>\n<h2>Watch: Tik Tok, Facebook, and beyond: Driving ROAS outside of Google and Microsoft<\/h2>\n<p>Below is the complete video of my SMX Next presentation.<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen=\"\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Tik Tok, Facebook, and beyond: Driving ROAS outside of Google and Microsoft\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/player.vimeo.com\/video\/762021717?h=9a7a5f0734&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe data-lazy=\"true\" data-src=\"https:\/\/player.vimeo.com\/video\/762021717?h=9a7a5f0734&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen=\"\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Tik Tok, Facebook, and beyond: Driving ROAS outside of Google and Microsoft\"><\/iframe><\/noscript><\/p>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed <a href=\"https:\/\/searchengineland.com\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMLXKIzD8vAQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add Search Engine Land to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/themes\/editorial-2021\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/themes\/editorial-2021\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<div class=\"row\">\n<div class=\"col-6\">\n<div class=\"container-fluid px-0 sel-new-articles\">\n<div class=\"row\">\n<div class=\"col-12\">\n<p class=\"pb-1\">New on Search Engine Land<\/p>\n<section class=\"global-content-stream\">\n<\/section><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Freddy Dabaghi\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Freddy-Dabaghi-338x338.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/01\/Freddy-Dabaghi-338x338.png\" alt=\"Freddy Dabaghi\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tFreddy leads <a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/mmiagency.com\/\">MMI<\/a>&#8216;s media team out of Texas, supporting clients by identifying new opportunities to drive business results efficiently and effectively. By aligning media with marketing goals, he helps marry brand values with insights in ways that drive growth and inspire consumers to engage. Over the last 14 years, he\u2019s largely worked with digital disrupters and category leader brands in the CPG space. Freddy charges his team to be true partners to MMI\u2019s clients \u2013 through a data-first mindset, constant knowledge-sharing of our expertise and points of view, and a persistent focus on driving our clients\u2019 business growth.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/searchengineland.com\/tiktok-facebook-beyond-driving-roas-outside-google-microsoft-391145\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search is amazing \u2013 and there are compelling reasons why it is the cornerstone of all of our media plans:\u00a0 It\u2019s extremely targeted, reaching exactly&#8230;<\/p>\n","protected":false},"author":1,"featured_media":29235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-29234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Driving ROAS outside of Google and Microsoft - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/driving-roas-outside-of-google-and-microsoft\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driving ROAS outside of Google and Microsoft - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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