generate profitability for advertising, in some way, are design and encourage companies to invest more and more resources in advertising. However, if the copy or ad is not optimiz according to an objective, it will not generate results. “I wouldn’t recommend companies start running paid advertising just to try and see what happens. In 90% of cases it will not be effective and money will be lost”, Garofi Espinoza advises. Profitable advertising That is why, before taking any step, companies must set. KPIs or metrics that clearly define the objectives for each of their campaigns.

For example, these can be:that the ecommerce expects to have or, if it is a service company, the number of leads that they want to obtain. Once defin, it will be determin how much the investment amount will be in relation to the set objective. Following the previous examples, one could talk about how much the company would be willing to pay for the cost of acquisition or for its leads. “Bas on this, a reverse engineering technique can be follow to determine how many visits the company should have per week or per day in order to optimize advertising and achieve those metrics.

The Number Of Transactions

However, if these are not met, some change will have to be made in the advertising for it to work Cyprus Phone Number ecause, otherwise, the final objective will not be reach”, says the specialist. ROI advertising The winning formula: diversify In addition to optimizing advertising, what is recommended is to opt for a more reliable strategy that improves the return on investment. And this is to diversify the company’s marketing channels, both the paid advertising channel and an organic channel.


An organic channel, bas on an inbound strategy, allows companies to generate potential customers organically and without having to rely on investments in other platforms outside the business. “The sum of the return on investment of the paid part with the organic part is going to make the general ROI of the entire marketing investment much more profitable,” shares Garofi Espinoza. But what does an inbound strategy mean? Well,  crafting relevant content that captivates the business’s ideal customers. Once the type of content is defin, it is distribut through the networks

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that that client frequents in order to capture their attention and attract them to the conversion process. Contrary to what many companies believe, not everyone who receives an advertisement is in active buying mode. In fact, only 3% of the market is. That means that there is a 97% that, in case of receiving advertising, will simply ignore it. The inbound methodology seeks to attract that 97% and starts by defining the buyer person (ideal client)

And their buyer’s journey. Which is the path follow by the potential buyer and consists of 3 stages. Discovery, consideration and decision. profitable advertising.   The importance of differentiating these stages is key since different needs of the potential client correspond to each one. In the case of discovery, the person is realizing that he has a problem. In the consideration stage he looks for alternatives to solve it and in the decision. Stage he is already in an active purchasing mode. “

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