What's the most overrated marketing metric today?
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
3 min
2 speakers
5 chapters
transcribed 1 month ago
Transcript
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What is the most overrated marketing metric according to the host?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Why are clicks considered a compromised performance marker?
I'm Jordan Cooney and joining me today is Chester Scott, Chief Strategy Officer at UNIO. What is the most overrated marketing metric today?
So I'm actually gonna give you two.
Why does Chester argue that ROAS is the wrong North‑Star metric for advertisers?
I'm gonna give you a really obvious one, which would be clicks. Optimizing for click that is not a marker of what's good and what's bad. It's a leading indicator, but one that is fundamentally compromised. So the second one is a little bit more controversial, and that is ROAS. And the reason that I say ROAS is because it is probably the North Star metric for most advertisers.
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What is marginal ROAS and how does it reveal diminishing returns across channels?
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How can marketers shift from traditional ROAS to marginal ROAS for better overall effectiveness?
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But it disguises the truth. And I believe that as an industry we should be focused on marginal ROAS. What is the diminishing returns when we invest in a certain channel, platform, campaign, audience, creative in order for us to be able to drive uh overall effectiveness? So marginal ROAS would be the focus. ROAS for me is the enemy.
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Chapters
5 chapters
1
What is the most overrated marketing metric according to the host?
0:00–0:42
2
Why are clicks considered a compromised performance marker?
0:42–0:54
3
Why does Chester argue that ROAS is the wrong North‑Star metric for advertisers?
0:54–1:44
4
What is marginal ROAS and how does it reveal diminishing returns across channels?
1:44–2:35
5
How can marketers shift from traditional ROAS to marginal ROAS for better overall effectiveness?
2:35–3:13