[nicklafferty]

Author here and I think you're spot on! We had a tight focus on ROAS and overall profitability for those campaigns, and optimized based on that. Sure, there are companies that can waste millions of dollars on ad spend, but the company I worked with was heavily invested in making paid ads work and had the right feedback loops in place to ensure we were making the right decisions.

[edmundsauto]

How did you approach incrementality? I have some experience in this area, and get frustrated when marketers talk in terms of ROAS/ROI, without discussing the return compared to other options.

The ultimate goal of the marketer is to use the most effective, scalable channels. The optimization isn't against a fixed goal (CPA), but against the entire universe of ways to spend each marketing dollar.

[soared]

If you're running $6MM in ads, you're spending $500k+ on brand lift and similar studies that give you answers.

[edmundsauto]

Not all the time. A previous employer was spending around $350k/mo (for 2+ years) and did no verification outside of ROAS and what Marin told them.