{"id":7557,"date":"2023-02-27T20:22:26","date_gmt":"2023-02-27T14:52:26","guid":{"rendered":"https:\/\/razorpay.com\/learn\/?p=7557"},"modified":"2026-02-09T17:35:44","modified_gmt":"2026-02-09T12:05:44","slug":"beating-the-slowdown-with-paid-marketing","status":"publish","type":"post","link":"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/","title":{"rendered":"Maximise your ROI with Paid Marketing: Razorpay Masterclasses"},"content":{"rendered":"<p><strong><em>Razorpay recently conducted a three-part live webinar series on the essentials of marketing. Designed to help business owners with academic and practical marketing lessons to navigate the slowdown, the webinar series took participants through the concepts of paid marketing, zero-cost marketing, and brand marketing. The course was designed to help businesses acquire, retain and grow their customer base.<\/em><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">The following is a summary of our <strong>Paid Marketing<\/strong> webinar, led by Gokuldas K, Director, Digital Marketing, Razorpay.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We will bring you more in-depth courses to provide a holistic understanding of the marketing channels and how to use them effectively.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e34f9ff001a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e34f9ff001a\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#What-is-Paid-marketing\" >What is Paid marketing?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#What-is-the-core-metric\" >What is the core metric?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#What-is-ROAS\" >What is ROAS?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#What-is-a-good-ROAS\" >What is a good ROAS?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#What-should-I-bear-in-mind-before-I-set-up-and-start-running-a-campaign\" >What should I bear in mind before I set up and start running a campaign?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#How-do-I-set-up-a-Paid-campaign\" >How do I set up a Paid campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/razorpay.com\/learn\/beating-the-slowdown-with-paid-marketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What-is-Paid-marketing\"><\/span><strong>What is Paid marketing?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Paid marketing, also known as Pay-per-Click (PPC) advertising, is a digital marketing strategy in which advertisers pay a fee each time their ads are clicked. Paid marketing is a way of buying visitors to your website, rather than trying to &#8220;earn&#8221; those visitors organically.<\/p>\n<p><span style=\"font-weight: 400;\">Paid marketing is the quickest way to help potential customers discover your brand and offerings.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-is-the-core-metric\"><\/span><strong>What is the core metric?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The key metric to track for all business owners is ROAS \u2013 Return on Ad Spend. There are a lot of metrics which are tracked in performance\/paid marketing like impressions, clicks etc. Many platforms will tell you that these are important but the only one that matters is ROAS. This should be kept in mind while running campaigns.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-is-ROAS\"><\/span><strong>What is ROAS?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s simple: How much revenue do you earn for every rupee that you spend on ads? If you spend Rs.100 on ads today and earn revenue of Rs.1000, then your ROAS is 10.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-is-a-good-ROAS\"><\/span><strong>What is a good ROAS?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Different businesses and industries will have different benchmark ROAS figures and it should depend on the business itself. But as a rule of thumb, anything less than 1 is bad ROAS and no further money should be spent if ROAS is less than 1. A good benchmark is to drive a ROAS of 3-4.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-should-I-bear-in-mind-before-I-set-up-and-start-running-a-campaign\"><\/span><strong>What should I bear in mind before I set up and start running a campaign?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><strong>1. Do your basic research<\/strong><\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">If you are starting up for the first time, research the keywords that your consumers are looking for. What is the keyword volume?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What is the competition doing?\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Define the target audience: By demography, psychography (What are your consumers&#8217; needs &amp; desires?), interests (What is that your consumers love?) and presence in-market (Are they customers who are already looking to buy your category of product\/service?).<\/span><\/li>\n<\/ul>\n<h3><strong>2. Set your goals\u00a0<\/strong><\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Are your goals purchases, trials, add-to-cart numbers, leads generated, or brochure downloads? Define the objective of the campaign to determine communication, channels and what kind of campaigns to run. <\/span><\/li>\n<\/ul>\n<h3><strong>3. Implement tracking mechanisms\u00a0<\/strong><\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Download a pixel from Facebook and place it on your Thank You page to understand what kind of audience purchases from you. You get details of audience demographic and channel of acquisition which would help you optimize your campaign. The feedback loop is very important to refine targeting and get the best ROAS. Like pixels, there are other short codes for all digital channels that can be integrated on your website. It is a best practice to implement tracking.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7558 size-full\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2023\/02\/Screenshot-2023-02-27-at-7.12.05-PM.png\" alt=\"Setting up Paid marketing campaign\" width=\"1292\" height=\"928\" srcset=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2023\/02\/Screenshot-2023-02-27-at-7.12.05-PM.png 1292w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2023\/02\/Screenshot-2023-02-27-at-7.12.05-PM-300x215.png 300w, https:\/\/d6xcmfyh68wv8.cloudfront.net\/learn-content\/uploads\/2023\/02\/Screenshot-2023-02-27-at-7.12.05-PM-1024x736.png 1024w\" sizes=\"(max-width: 1292px) 100vw, 1292px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-do-I-set-up-a-Paid-campaign\"><\/span><strong>How do I set up a Paid campaign?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><strong>1. Choose a channel<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Choose your digital channels depending on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your target audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The stage of the business<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The goal (for ex: If you want to get high sales, you need to choose a channel that has the capability to give you the results, like Facebook for apparel).\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There is no formula or one right channel for a business, so choose a channel based on what works best for your business. Google keywords are the most efficient channels and a good starting point for businesses that are just starting with paid ads since you capture a high intent audience that is already looking for you. This is followed by Facebook and Instagram for creating awareness about your brand and product. If you want to scale further, you can choose Google Videos\/Discovery or programmatic ads on DV360 or affiliate marketing.<\/span><\/p>\n<h3><strong>2. Decide budgets and optimisation\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This will be based on your goals, channel mix, competition spends and the estimated marketing costs based on CPC, CPM.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best practices are:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build a landing page which is a continuation of your campaign creative \u2013 communication has to match so that user does not feel a disconnect from ad to website. It helps convert them.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creatives need to be in line with the goal to be achieved and customized as per the channel\u2019s requirement for best results. Keep the target audience in mind to craft messaging. Videos are a great way to communicate and convert since they are highly engaging.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Following these best practices will enable you to achieve better marketing outcomes, gain more customers, and grow your business.<br \/>\nWant to learn more about marketing? Keep an eye out for the zero-cost marketing and brand marketing masterclasses from our Business Growth Marketing Toolkit Course!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Razorpay recently conducted a three-part live webinar series on the essentials of marketing. Designed to help business owners with academic and practical marketing lessons to navigate the slowdown, the webinar series took participants through the concepts of paid marketing, zero-cost marketing, and brand marketing. The course was designed to help businesses acquire, retain and grow<\/p>\n","protected":false},"author":151156506,"featured_media":7607,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3507,1506],"tags":[3632],"class_list":{"0":"post-7557","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-growth","8":"category-featured","9":"tag-paid-marketing"},"_links":{"self":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/7557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/users\/151156506"}],"replies":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/comments?post=7557"}],"version-history":[{"count":7,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/7557\/revisions"}],"predecessor-version":[{"id":7612,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/posts\/7557\/revisions\/7612"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/media\/7607"}],"wp:attachment":[{"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/media?parent=7557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/categories?post=7557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/learn.razorpay.in\/learn\/wp-json\/wp\/v2\/tags?post=7557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}