When working in marketing, one of the most important points is to achieve very good results within each strategy, and one of the best ways to obtain excellent results and know what is good for the company is to measure the ROI.

What is ROI?

ROI, which stands for Return on Investment, is a foolproof metric or tool to validate whether what you did has given you a return on investment. It is important not to confuse it with ROAS.

What is ROAS?

ROAS stands for Return on Advertising Spend. It is a metric that allows you to measure the return on investment of your advertising campaigns.

Difference between ROI and ROAS

Although they may seem similar, they have small differences. For example, ROI is not only a metric for marketing or advertising but applies to any area, unlike ROAS, which applies only to ads. Another big difference is that ROI already considers the payment of taxes unlike ROAS, which measures gross money.

Best Platforms for Your ROI or ROAS

First of all, if you’re reading this, it’s because you’re looking for shortcuts, and unfortunately, there aren’t any, but we’ll guide you on how to choose the best platform to get better ROI in your advertising campaigns.

First of all, we need to understand how our business works and know who we sell to. For this, you can read our blog about buyer persona or target market, or simply identify if your business is B2B (Business to Business) or B2C (Business to Consumer).

Knowing the above, it’s time to identify what each platform is useful for. Be aware that each platform has its focus and achieves different things, but we will land them in the B2B and B2C models.

Below you will find a list of networks and platforms you should use depending on your business:

Web = B2B, B2C
LinkedIn = B2B
Instagram = B2C
Facebook = B2C
Facebook Merchant = B2C
Instagram = B2C
TikTok = B2C
TikTok Shop = B2C
X (Twitter) = B2C
Pinterest = B2C
Mail = B2B, B2C
Google = B2B, B2C
Google Merchant = B2C

Once you identify which channel works for you, select the ones you can start using. It is very important that you consider the following factors: the budget you have for your campaign, the trained personnel to manage that account, and the tools your sales team has.

If you have defined the channel you are going to use, it is time to start creating your campaign and measuring. It is important to consider testing no longer than 3 months on each platform. The important thing here is that you measure each action you take and start seeing your ROI and ROAS at each step. Once you manage to measure it, it’s time to assess where or where you should invest all your budget.

Now that you know which platform works for you, your business, and your target market, it’s time to direct your budget to this platform. Always thinking that when you have more possibilities, you expand the channel to obtain more conversions in other channels, because it is necessary to be everywhere, all the time.

This strategy is a summarized form of a book called Bullseye Marketing written by Louis Gudeman. It’s an excellent book that I recommend for achieving effective marketing strategies that will allow you to achieve effective results.

It’s time to achieve your goals and obtain excellent ROI and ROAS. Start today and begin seeing results.