FINDING

ROI WITH
ONLINE AD
CAMPAIGNS

HOW-TO GUIDE
 Finding ROI with Online Ad Campaigns
HOW-TO GUIDE

Search engine keyword programs like Google AdWords, and other pay-per-click (PPC) advertising
campaigns, have proven to be an exceptionally inexpensive method for generating web traffic,
qualified leads, and online web-sale revenues. Determining how much daily budget to set aside,
knowing the right amount to spend per-click and assessing ROI can be much more difficult tasks.

Use our downloadable Online Advertising ROI Calculator for help with your next program.

What are the Key Considerations?

Product Price — what is the online selling price for your product?
Cost of Goods Sold — for each unit of product sold, what are your costs?
Lead Conversion Percentage — what percentage of web visitors will purchase?
Daily Advertising Budget — what is the max you are willing to spend daily?
Cost Per Click — how much does it cost to purchase keywords/ad clicks?
Daily Leads — how many leads (web visitors) will your budget provide?
Revenue Per Month — how much incremental revenue will be generated?

2 FINDING ROI WITH ONLINE AD CAMPAIGNS

 Action Plan
STEP 1 - Understand Pay-Per-Click

Become a PPC Expert

1 Understand
Pay-Per-Click with Online Advertising
Training

Short-List your
2 Keywords
Read our summary
Pull Prospects with Google
AdWords to get a high level
understanding of this concept.

Determine Lead
3 Conversion
Percentage

Assess ROI for Online Advertising Training Course

4 Campaign
S TA R T L E A R N I N G

3 FINDING ROI WITH ONLINE AD CAMPAIGNS

 Action Plan
STEP 2 - Short-List your Keywords

Understand Build Your Keywords for

1 Pay-Per-Click Your Target Audience

Create a list of keywords that

2 Short-List your
Keywords
are likely to be searched for
by your target audience.

Use Google’s Keyword

Tool to generate a long
list of related keywords
Determine Lead and phrases, and to view
3 Conversion
pay-per-click estimates.
Percentage

Assess ROI for

4 Campaign

SEO Keyword Database

VIEW RESOURCE

4 FINDING ROI WITH ONLINE AD CAMPAIGNS

 Action Plan
STEP 3 - Determine Lead Conversion Percentage

Understand Create Lead Conversion

1 Pay-Per-Click Predictions with this
Template

Short-List your
2 Keywords
If you have transactional data
already, identify how many
visitors it takes to generate
one new web sale.

Determine Lead If you do not have the

3 Conversion
Percentage
data, make a conservative
estimate, such as 0.05%
conversion.

Assess ROI for

4 Campaign

Marketing Funnel Calculator

VIEW RESOURCE

5 FINDING ROI WITH ONLINE AD CAMPAIGNS

 Action Plan
STEP 4 - Assess ROI for Campaign

Understand Forecast Revenue and ROI

1 Pay-Per-Click with this ROI Calculator

Use our Online Advertising

Short-List your ROI Calculator to determine
2 Keywords what kind of revenue and ROI
to expect based on your daily
advertising budget.

Reassess conversion rates

Determine Lead after the first month.
3 Conversion
Percentage

4 Assess ROI
for Campaign
Online Advertising ROI Calculator

VIEW RESOURCE

6 FINDING ROI WITH ONLINE AD CAMPAIGNS

 About ANA

The ANA (Association of National Advertisers) makes a difference for

individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and build
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ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
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