Does it Even Matter?

How to think about Digital Marketing ROI

The Life Cycle of a Digital Advertising

Campaign

● Setting Goals

● Planning the Budget

● Creating and launching ads

● Analyzing ROI

Setting Goals

● How have past campaigns performed?

● What is the budget?

● What impact are we aiming for? Why are we running

this campaign?

Planning the Budget

● What social media channels are most applicable to

our organization?

● What previous data can we look at?

● What benchmark data can we look at?

● What is the value of our goal?

Calculating Goal Value

goal value = total $$$ gained (sales, donations, etc)

total number of people (on a list, site visitors, etc)

Creating and Launching Ads

● Effective Ad copy

Catchy Headline!

Unique Value Proposition

Strong Call To Action

● Research platform-specific strategies

Steal ideas from sites like

Cosmo, replace their

topics with ones that

matter for your

organization.

Analyzing ROI

When?

Most people = At the end of the

campaign

Analyzing ROI

When? At the end of the campaign

During the campaign!

Analyzing ROI

CPC - Cost Per Click

CPA - Cost Per Acquisition

CPM - Cost Per Thousand (“Mil”)

Conversion Rate - total # of signups

total site visits

Analyzing ROI

Remarketing Facebook TwitterGoogle

GrantTotal

Total Spend $664.07 $718.73 $398.00 0 $1,780.80

Signups 31 76 42 32 181

Average CPC $1.48 $0.84 $1.53 $0.00

Conversion

Rate 7.21% 9% 16.15% 4.75%

Cost Per

Acquisition $21.42 $9.46 $9.48 0 $9.84

Don’t Forget

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