Benjamin Turc
36 posts

Benjamin Turc
@benturc
Consultant en publicité digitale depuis 2012. QR Code enthusiast







Wrote this last week but @seanfrank jumped on this before I could get the graphic done but... ROAS and scale are inversely correlated, and the relationship isn’t linear. The higher the ROAS requirement, the smaller the ad inventory you can leverage that delivers your target. The inverse is also true. The lower your ROAS requirement, the larger the ad inventory that you can leverage. But the most powerful part of this is that the relationship is not linear. If you can succeed at a 1.8x instead of a 2x, that doesn’t mean a 10% increase in available inventory. It might be 2, 3, or even 5x the scale. The less efficient your advertising needs to be the better, and it’s the single largest lever to scaling an account. Artificially high ROAS targets aren’t helping you make more money, they’re ensuring you make less money by keeping your business subscale.
