ROI (Return On Investment) is perhaps the single most important aspect of any marketing campaign. It’s something that our clients track regularly, and unfortunately it’s one of the few facets of a campaign that we have no control over.
As an on-line and off-line advertising agency, our job is to design and implement marketing campaigns that place our clients in a position to be successful. Typically, that means that we get their ads in front of interested buyers at the moment that they are searching for the products and services that our clients are offering. That holds true whether a potential customer is running a Google search (SEO and SEM) or looking through an old-school yellow pages directory (print advertising). It’s the same thing; we want searchers to see our client’s ads right when they’re looking to buy.
The problem is that once they see these ads, we have no control over their behavior. We can’t force them to call the phone number in the Google ad or in the yellow page ad, and we certainly can’t force them to buy from our clients. If we had that ability, I’d be writing this from my yacht in the South Pacific, and not from my office in Colorado.
Ultimately, the ROI that our clients receive (revenue earned minus revenue spent) is the ultimate litmus test for campaign success. Fortunately, over the last 24 years we’ve gotten quite good at creating custom marketing campaigns (in both digital and traditional advertising mediums) that put our clients in a position to be successful, and to obtain the ROI they’re looking for.