制造业海外推广必看：ROAS与ROI的区别及优化策略

制造业海外推广必看：ROAS与ROI的区别及优化策略

Essential Guide for Manufacturing Industry: Understanding ROAS vs ROI in Global Promotion

在制造业海外推广中，谷歌广告是最重要的推广渠道之一。但很多企业在评估广告效果时，常常混淆ROAS和ROI这两个关键指标。

In global promotion for manufacturing industry, Google Ads is one of the most important channels. However, many companies often confuse two key metrics: ROAS and ROI when evaluating advertising performance.

ROAS与ROI的定义区别

The Definition Difference Between ROAS and ROI

ROAS（广告投资回报率）全称Return on Advertising Spend，计算公式为：
ROAS = 总收入 ÷ 广告支出

ROI（投资回报率）全称Return on Investment，计算公式为：
ROI = (销售额-总成本) ÷ 总成本 ×100%

ROAS (Return on Advertising Spend) calculation formula:
ROAS = Total Revenue ÷ Advertising Cost

ROI (Return on Investment) calculation formula:
ROI = (Sales - Total Cost) ÷ Total Cost ×100%

关键差异点

Key Differences

• ROAS仅考虑广告支出，而ROI考虑所有成本（包括产品、物流、人工等）
• ROAS使用总收入计算，ROI使用净利润计算
• 高ROAS不一定代表盈利，但高ROI一定盈利

• ROAS only considers advertising cost, while ROI considers all costs (including product, logistics, labor, etc.)
• ROAS uses total revenue, ROI uses net profit
• High ROAS doesn't necessarily mean profit, but high ROI definitely does

制造业广告优化策略

Advertising Optimization Strategies for Manufacturing

1. 渐进式预算测试法
从少量预算开始测试，根据ROAS表现逐步增加预算。例如：
- 首日投放$100，获得$1000销售额(ROAS 1:10)
- 次日增至$200，观察是否能维持比例

1. Progressive Budget Testing
Start with small budget tests and gradually increase based on ROAS performance. For example:
- Day 1: $100 budget with $1000 sales (ROAS 1:10)
- Day 2: Increase to $200 and observe if the ratio can be maintained

2. 多渠道组合策略
不要只依赖单一广告渠道，建议结合：
- 谷歌搜索广告（精准关键词）
- 展示广告网络（GDN）
- Facebook/LinkedIn行业定向
- 行业KOL合作

2. Multi-Channel Strategy
Don't rely on a single advertising channel, recommend combining:
- Google Search Ads (precise keywords)
- Display Network (GDN)
- Facebook/LinkedIn industry targeting
- Industry KOL collaboration

3. 定期素材更新
制造业广告素材建议每2-3个月更新一次，包括：
- 产品展示视频
- 客户案例研究
- 工厂生产流程
- 行业认证展示

3. Regular Creative Updates
Manufacturing ad creatives should be updated every 2-3 months, including:
- Product demo videos
- Customer case studies
- Factory production process
- Industry certifications

总结：对于制造业海外推广，建议同时关注ROAS和ROI指标，但日常优化以ROAS为主。当ROAS达到瓶颈时，应考虑拓展新渠道或更新广告策略。

Conclusion: For manufacturing global promotion, it's recommended to monitor both ROAS and ROI metrics, but focus on ROAS for daily optimization. When ROAS reaches a bottleneck, consider expanding to new channels or refreshing advertising strategies.