Save your ROAS before it's too late

Over the last 4 years, we've worked with over 100 ecommerce brands and audited double, even triple that...

Across various niches like fashion, beauty, FBA, nutraceuticals and more.

One painful pattern I've seen time and again?

Tanking ROAS...

Due to hidden issues, the brand's Google ads profitability starts to suffer quickly.

And that's one of the many reasons they often come to us in the first place.

Today, I wanted to shed some light on those under-the-radar factors that are slowly (or suddenly) killing your ROAS.

More importantly...

The steps to diagnose the root cause and stop the bleeding.

The typical knee-jerk reaction when ROAS drops?

Slashing ad budgets across the board.

But that's like putting a band-aid on a gunshot wound

It does nothing to address the actual issue dragging down your advertising performance.

Maybe the decline was triggered by a new algorithm update that is throwing your audience targeting out of whack.

Or a recent site redesign caused conversion leaks, so your CPA is going up.

Without proper analysis, you're just guessing in the dark.

And the longer you fly blind, the more $$ you'll waste on inefficient ad campaigns.

A sudden 50% drop in ROAS essentially means ad costs have DOUBLED for the same sales volume.

Let that sink in...

How long can you sustain advertising at 2x the previous cost before your margins get obliterated?

A few months if you're lucky.

Here's the good news:

Finding the culprit(s) behind a ROAS drop is 100% possible with the right approach.

Let's break it down.

First, look at trendlines over time to determine if it's a sudden or gradual decline.

Reviewing the same period's historical data will reveal any seasonal patterns.

From there, you can start diving into potential root causes like:

• Algorithm updates disrupting your audience targeting

• New competition siphoning away impressions

• Conversion funnel leaks like technical issues or poor UX

• Rising CPMs pricing you out of your most lucrative placements

• Budget shifts pulling $ away from your highest-ROAS campaigns

The key is cross-referencing multiple data sources - analytics, heat maps, session recordings, revenue breakdowns - to triangulate where the bottlenecks lie.

Of course, doing this analysis takes time.

The time that ecomm teams rarely have as they juggle a million priorities.

That's why we're offering a free audit to an exclusive set of brands.

You'll receive a custom game plan to stabilize your ad performance, stop the revenue bleeding, and return to scalable, profitable growth.

If that's interesting, click here.

Talk soon!

Jackson,

Founder and CEO of Echelonn

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.