8 Ways to Increase Your Return on Ad Spend

Marketers are always dealing with metrics.

Among them, Return on Ad Spend (ROAS) is one of the most essential. This critical metric acts as an important guide to help businesses evaluate the effectiveness of their advertising efforts. ROAS not only measures the financial impact of campaigns but also helps in refining marketing strategies to ensure every dollar spent contributes to tangible outcomes.

However, increasing ROAS can feel like an uphill battle thanks to ad fraud.

Join us as we cover the strategies you can use to regain control of your ad spend and boost your ROAS.

Ad Fraud’s Impact on Ad Spend

First thing first – why is ROAS so important?

Well, it all comes down to money.

It’s no secret that advertisers want to generate more revenue from their ad campaigns than they cost to run. ROAS measures how effective a digital advertising campaign is, specifically in terms of profitability.

Think of ROAS as the revenue gained from ads divided by the cost of these ads. A higher ROAS is better, meaning you’re making significantly more for every dollar you spend on ads. This metric is more specific than return on investment (ROI) since it can be more granular and measure specific digital campaigns.

ROAS is an important metric, but it’s easily skewed by ad fraud. Whether it’s bots generating fake clicks or human fraudsters filling out forms with false information, your advertising budget may be wasted on traffic that won’t convert.

This directly affects your ROAS (and ROI for that matter). Since the budget is spent on fake visitors, the actual return in terms of engagement, sales, or customer acquisition costs can be startlingly low.

How to Increase ROAS

Increasing ROAS in Google Ads, Facebook, or any other platform doesn’t mean throwing more money into your campaigns. In fact, one of the best things you can do is take a step back and think about how other techniques and solutions can help protect your ROAS from ad fraud.

Here are a handful of ways to protect and boost your ad spend.

1. Leveraging AI and Machine Learning to Increase ROI

Artificial Intelligence (AI) and Machine Learning (ML) technologies have become vital in the detection of ad fraud. These technologies can analyze loads of data to identify signs and patterns of potential fraud.

When these technologies filter out fraudulent clicks, the quality of traffic improves, leading to more accurate engagement and conversion metrics.

2. Enhancing Targeting Techniques

Precise targeting is crucial in increasing ROAS on Facebook Ads, Google Ads, and more. Narrowing the focus to individuals more likely to be interested in the product or service helps reduce wasted impressions and increase conversations.

Consider using advanced segmentation features in Google Ads and Facebook Ads to define audience demographics, interests, and behaviors more precisely.

3. Continuous Campaign Monitoring

Make sure to keep a pulse on your campaign to help maximize ROAS. Real-time monitoring is essential for quickly identifying and mitigating potential ad fraud. Here are some tips to help you keep a close eye on your advertising costs and returns.

• Implement dashboards that provide real-time analytics and alert systems for unusual activity.
• Use automated tools that integrate with ad platforms to track deviations and suspicious patterns.
• Regularly review campaign metrics and adjust parameters to maintain performance and security.

4. Implementing Multi-layer Verification

Sometimes sophisticated bots can bypass basic anti-fraud measures, even going so far as to fill our lead forms and more “authentic” actions. That’s why it’s important to take a multi-layer approach to validate that every aspect of an interaction is legitimate.

This might include verification of IP addresses, analysis of visitor interaction patterns, and cross-referencing data points against known fraud indicators. IP detection isn’t the end-all-be-all to prevent fraud, so it’s best used alongside other solutions.

5. Investing in an Ad Fraud Solutions

Of course, one of the best things you can do to increase ROAS and protect your dollars spent on advertising is to put a stop to fraud. Ad fraud solutions use sophisticated algorithms to identify and block fraudulent clicks in real time.

Solutions like Anura ensure you’re only paying for real visitors to help boost your campaign performance in all aspects.

6. Tightening Geographic and Demographic Controls

It’s also important to limit your exposure to ad fraud. One way is by limiting your campaigns to regions and visitor's profiles with lower risks of fraud. This strategic limitation not only conserves budgets but also improves the quality of traffic.

7. Educating Your Team on Ad Fraud

Taking down ad fraud isn’t the job of just one person or department. Everyone in your organization must understand the impact of ad fraud and its red flags. This way, they can feel more empowered to make better decisions and put a stop to fraud before it siphons away more of your budget.

An informed team can be proactive about ad fraud to best protect your ad spend.

8. Choosing the Right Advertising Platforms

Remember, different advertising platforms have varying levels of susceptibility to ad fraud. If you want to increase ROAS on Facebook ads, that may take a slightly different approach than how to increase ROAS in Google Ads.

Regardless of where you advertise, it’s important to understand the risks associated with these platforms to make sure you’re allocating your advertising budget wisely. Here are some tips for selecting platforms:

• Evaluate platforms based on their security features, transparency in reporting, and overall performance.
• Choose platforms that demonstrate robust fraud prevention measures and provide detailed analytics, as these are more likely to enhance ROAS.

Protect Your Ad Spend with Anura

At Anura, we understand the importance of ROAS for guiding strategic decisions and impacting your bottom line. One of the most effective ways to safeguard your advertising budget and enhance ROAS is by preventing ad fraud.

Anura offers a comprehensive, real-time fraud detection service to ensure your hard-earned dollars are spent on real, interested visitors. Don't let ad fraud undermine your efforts. Take control of your digital advertising today and see the difference Anura can make in boosting your ROAS.

And don’t forget to learn more about the impact of ad fraud and how to further protect your campaigns in our latest Ultimate Guide to Ad Fraud.