Ads on POAS
Maximize Profit, Not Just Revenue: Transform Your Ad Campaigns with POAS
The objective of this project was to shift the focus from revenue-based optimization to profit-based optimization, providing a more accurate measure of ad campaign success. By integrating internal booking data with Google Analytics 4 and leveraging advanced data modeling techniques, the project aimed to enhance ad performance and profitability for the company.
Ads on POAS (Profit on Ad Spend) focuses on profitability rather than revenue, ensuring that ad campaigns are cost-effective and profitable. This approach provides a more accurate measure of ad success and helps businesses optimize their marketing spend for maximum return on investment.
The POAS (Profit on Ad Spend) over ROAS (Return on Ad Spend) project focused on optimizing Google Ads based on profit rather than revenue. The project involved evaluating Google Ads campaigns using a profitability metric, integrating internal booking data with Google Analytics 4 for European regions, and exporting combined profit data per click/campaign to Google Ads.
Included full CI/CD implementation, data modeling on BigQuery, migration from Azure SQL to BigQuery, and activating modeled data on Google Ads via API.
Additionally, a Looker Studio process monitoring dashboard was developed for enhanced project oversight.
Highlights
Enhanced Ad Performance: Optimize ad campaigns using profit-based metrics for better ROI.
Improved Efficiency: Automate data integration and deployment processes, reducing manual intervention.
Increased Profitability: Focus on profit metrics to ensure ad campaigns are cost-effective and profitable.
Advanced Data Integration: Combine internal booking data with Google Analytics 4 for a holistic view of ad performance.
Automated Deployment: Implement a CI/CD pipeline to ensure continuous integration and delivery of data models and updates.
Comprehensive Monitoring: Develop a Looker Studio dashboard for real-time monitoring and oversight of ad campaigns and data processes.
Services
Comprehensive Data Integration: Seamlessly integrate data from various sources to create a unified view.
Tailored Solutions: Customize the POAS model to meet your specific business needs and objectives.
Advanced Analytics: Utilize sophisticated analytics to gain deeper insights into ad performance.
Real-Time Data Processing: Access and act on real-time ad performance data for timely decisions.
Scalable Platform: Ensure the POAS solution grows with your business needs.
Enhanced Data Security: Implement robust security measures to protect ad performance data.