6 Tips to Improve Facebook Ads ROAS

According to Statista , Facebook is the largest social networking platform with more than 2.89 billion monthly active users. This easily makes social media one of the best places to promote your brand.

Statistic: Number of monthly active Facebook

users worldwide as of 1st quarter 2022 (in millions) | Statista
Find more statistics at Statista

2+ billion active users per month is a large audience, and among these users you need to find your specific audience. You need to test targeting options and demographics to identify your user segments.

Reasons for which Facebook advertising does not give visible results:

Targeting your target audience – products.  Intended for mothers 25-45 years old. Advertising is also shown in the feed of men (18-25). These users have nothing to do with your ads and products.
advertising is poorly designed – the banner does not attract attention, does not create any emotions and does not encourage interaction;
the audience is not ready to buy – perhaps users need a little more time to make a purchase decision, or some additional explanatory information about the problems that your product solves.
The platform makes it easy to grow your business and increase your ROAS.

ROI takes into account all costs and shows the efficiency of the business as a whole.

ROAS focuses on the effectiveness of marketing

Efforts only. This is one of those KPIs that should be considered alongside ROI and CPA.

ROAS varies by industry, platform and campaign. Brand awareness campaigns have a lower ROAS than direct sales. The reason is the lack of paid conversions.

Let’s analyze ways to increase the return on investment in advertising .

1. Personalization (know your target audience and their needs)
Advertising should be targeted at potential customers, not all users. Targeted visitors are interested in your product, others will click on the ad simply out of curiosity, and the advertising budget will be wasted on these unnecessary clicks.

The more you know about someone, the easier it is to connect with them in a way that really resonates.

If the goal is to reach the user, you need to know his portrait . The target consumer portrait data is available in the updated Facebook Statistics .

Business Suite Audience Insights analytics

Rice. 1 – Facebook audience statistics

When launching a new ad campaign, make sure you’re targeting the right audience. Use Facebook’s advanced targeting to reach the right people. If you’ve already done this and your ROAS hasn’t improved, it’s likely that your ad isn’t addressing the pain points of your target audience.

And if the performance of some selected audiences is significantly higher than others? Find the most effective segments and prioritize them:

Ads Manager, select a campaign and a demographi

view the results and find the segments with the lowest CPM, CPC, CTR, and more.
Ads Manager Breakdown

Rice. 2 – Breakdown in Ads Manager

*due to iOS14 changes Breakdown is only possible for Traffic, Link and sometimes Message campaigns .

Find or develop the benefits of your product, explain its advantages, tell why your product is the best solution on the market.

Test conversational copywriting in ads:

a conversation with someone specific. Think about your specific buyer, not the faceless thousands of users you need to attract. Each buyer should feel that you are addressing them directly;
use built-in commands ( when you…, if you…, you really don’t have to… etc.) to encourage thoughts that bring people closer to your brand. This is a powerful motivational technique;
personality – write about the version of yourself that represents the brand you are writing about;
use rhetorical questions – ask a question and answer it yourself. You are really asking the user, but you are also answering your own question.
A rhetorical questionA rhetorical questionA rhetorical questionA rhetorical question
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Rice. 3 – Conversational copywriting in advertisements

The written text affects the audience, how the users will perceive the text. If you can make each reader feel like a person and the person the ad is talking about, you will achieve more conversions.

2. The client’s marketing funnel
The marketing gap maps the customer’s path from the moment of brand recognition to conversion and the formation of customer loyalty.

Marketing funnel

Rice. 4 – The principle of operation of the marketing funnel

Advertising in Facebook Ads is not a one-size-fits-all approach. The same ad cannot be equally suitable for all user segments at the same time.

The upper, broad segment of the funnel, advertising must engage, educate and inform about the product. Next users need to be helped to make a purchase decision, convert and maintain loyalty.

 

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Previously, we used Facebook ads to drive

traffic to the site and convert there. After the iOS14 update, many were forc to give up such tracking. Most of the time, Facebook no longer sees what is happening outside of its platform.

How can you get around the problem?

Reconfigure the advertising funnel to keep people engag. on the Facebook platform. Because Facebook, as before, monitors everything that happens there.

A simple Facebook funnel can consist of:

Awareness – show users your business, talk about it using the Brand Awareness and Reach goals .
Consideration – Create product interest with Traffic , Engagement , App Install , Video View , Message , Lead Generation .
Conversion – use the Conversions , Catalog Sales , Store Visits goals for sales .
If the goal of your ad is leads , then instead of redirecting users to a site, use a native lead generation campaign instead of redirecting users to a landing page.

If the goal is to sell , consider creating a Facebook store so visitors can shop directly on Facebook.

Facebook online storeFacebook online

StoreFacebook online storeFacebook online storeFacebook online store

Product categories and filters have  brazil business fax data introduc in the Facebook  store. It’s easy to buy there: the visitor clicks on the product he likes, gets to the product card, and from there to the site.

The best advertising is the one that creates engagement.

What are engaging ads?

Engagement anhui mobile phone number list is broken down into post engagement, page likes, and invitation responses.