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What is Facebook Roas and How to Increase It

What Is Facebook Roas And How To Increase It


Ever found yourself wondering why some brands seem to have all the luck on Facebook? You know, the ones that pop up in your feed with just the right message at just the right time, making you think, “Wow, they really get me”? Well, it’s not just luck. It’s smart advertising, and at the heart of it all is a little something called ROAS – Return on Ad Spend.


But what is a good ROAS on Facebook, why does it sound like something I should care about? Imagine throwing a party (your ad campaign) and wanting to know if the cost of the snacks and decorations (your ad spend) was worth it based on how much fun your guests (customers) had and the presents they brought (revenue). That’s ROAS in a nutshell. A solid ROAS ensures that for every dollar you pour into Facebook ads, your returns multiply, making every penny count. Knowing how to calculate ROAS for Facebook ads can be your winning edge.


Facebook, with its sprawling digital landscape of over 2.7 billion monthly active users, isn’t just a social network; it’s a goldmine for businesses aiming to connect with their audience in a way that’s both meaningful and effective. Facebook says its advertising platform is designed to help businesses of all sizes reach their desired audience with precision and creativity. But how do you know if your efforts are paying off? Enter ROAS, the metric that tells you whether your ad dollars are working hard or hardly working.


Understanding Facebook ROAS


So, you’ve heard about ROAS and ROI and are probably wondering, “Aren’t they just two peas in a pod?” Well, not quite. Let’s break it down in simple terms. ROAS, or Return on Ad Spend, is like your report card for Facebook ads. It tells you exactly how much you’ve earned for every dollar you’ve spent on your ads. Think of it as checking how much fuel you’ve got left in the tank after a long drive.


On the other hand, ROI, or Return on Investment, is the big picture—it looks at the overall health of your business investments, not just the ads. While ROI is like checking your entire car’s efficiency, from engine performance to tyre wear, ROAS zooms in on the fuel efficiency alone.


Now, you might be thinking, “Why focus on ROAS specifically for Facebook?” Great question! With Facebook’s vast playground of users, it’s crucial to know if your playtime (aka your ad spend) is actually getting you friends (aka returns). Focusing on ROAS helps you fine-tune your strategy, ensuring you’re investing in ads that resonate with your audience and, more importantly, contribute to your goals, whether that’s boosting sales, increasing sign-ups, or raising brand awareness.


Keeping an eye on your ROAs is smart and game-changing. It’s about making sure that every dollar you put into the platform works as hard as you do.


How to Calculate ROAS to Accurately Measure Ad Spend Return


Imagine you’ve just run a Facebook ad campaign. You’ve put in the effort and crafted your ads, and now it’s time to see if it was all worth it. This is where ROAS, or Return on Ad Spend, becomes your best friend. It’s time to check how much bang you got for your buck.


The formula for calculating ROAS is beautifully simple:


ROAS = Revenue from Ad Campaign / Cost of Ad Campaign


Let’s put that into real-world terms. Suppose you spent $1,000 on your latest Facebook ad campaign. Throughout the campaign, you track the sales directly generated from these ads and find you’ve made $4,000 in revenue. To find your ROAS, you’d do a quick bit of math:


ROAS = $4,000 (revenue) / $1,000 (cost) = 4


What this tells you is that for every dollar you spent on the campaign, you earned four dollars back. 


Why does this matter? Well, understanding your ROAS helps you make informed decisions about your advertising efforts. It’s the difference between throwing darts in the dark and having a laser-guided system to hit your target every time. A healthy ROAS means your campaign is on the right track, effectively turning your ad spend into profit. If your ROAS is lower than expected, it might be time to revisit your campaign strategy, ad creatives, or targeting to ensure every dollar you spend is working as hard as it can for your business.


Strategies to Increase Facebook ROAS


1.  Understanding Your Audience: Key to Facebook Ad Success


Ah, “know your audience” – the phrase that’s as common in social media strategy talks as “pivot” was in 2020. You’ve probably heard it so many times that it’s starting to sound like that song you can’t get out of your head. But stick with me here; there’s a reason this tune keeps playing.


Remember that scene in “Schitt’s Creek” where David Rose, in his ever-so-David way, describes a customer as “off-brand”? It’s a moment that, believe it or not, packs a marketing lesson tighter than David’s sweater collection. Just like David knows his store isn’t catering to just anyone (especially those who verbally assault him), you need to pinpoint who your “brand” – in this case, your business – is actually for.


It’s not about excluding potential customers with the finesse of a Rose family member at a townie event; it’s about ensuring your Facebook ads speak directly to those who will love and buy your products. The key to improving your ad relevance and performance is targeting and understanding your audience. It’s like setting up a dinner party – you wouldn’t serve a steak to vegetarians or a tofu scramble to hardcore carnivores. Knowing your audience ensures you’re not just throwing ads into the void but serving up a delectable feast they can’t resist.


So, how do you avoid making your potential customers feel “off-brand”? Dive into Facebook’s treasure trove of data. Use those insights to craft ads that resonate, whether it’s through humour, heartfelt stories, or showcasing your product in all its glory. And remember, utilising Lookalike Audiences is like asking David Rose to find people who appreciate a good artisanal cheese – it uses what you know to find new customers who are likely to click “add to cart” faster than Alexis says “Ew, David.”


2. Leveraging Lookalike Audiences for Better Reach


A Lookalike Audience on Facebook is a powerful tool designed to help advertisers reach new people who are likely to be interested in their business because they’re similar to their existing customers. Here’s how it works and why it works for Facebook ads:


What Does Lookalike Audience Mean?


A Lookalike Audience is created by leveraging Facebook’s vast amounts of data to identify new users who share key characteristics, behaviours, and interests with your existing customers. You start with a source audience, which can be derived from customer lists, website visitors (tracked via the Facebook Pixel), or people who have interacted with your content on Facebook. Facebook then analyses this source audience and finds new users across its platform who closely match the profile of your source audience.


How Does It Help Facebook Ads?


1. Expands Your Reach: Lookalike Audiences allow you to go beyond your existing customer base and reach new users who are likely to be interested in your products or services but may not have discovered your brand yet.


2. Improves Ad Relevance: Because Lookalike Audiences are based on users similar to your current customers, the ads you serve to these audiences are more likely to be relevant and engaging. This relevance can lead to higher engagement rates, more conversions, and ultimately, a better return on ad spend (ROAS).


3. Optimises Your Ad Spend: By targeting users who are more likely to convert, Lookalike Audiences help ensure that your ad budget is being spent efficiently. Instead of casting a wide net and hoping for the best, you’re targeting a specific group of Facebook users who have a higher propensity to be interested in what you’re offering.


4. Customisable and Flexible: You can create multiple Lookalike Audiences with varying degrees of similarity to your source audience. This flexibility allows you to test and refine your targeting strategy to find the optimal balance between reach and relevance.


5. Seamless Integration with Other Targeting Options: Lookalike Audiences can be used in conjunction with other Facebook targeting options, such as interests, demographics, and behaviours, to further refine your ad targeting strategy.


3. Creating Compelling Facebook Ad Creatives


As a social media manager who doesn’t want their ad to make an impression? You want your brand to be able to show off its best features, and most importantly, be memorable.  Crafting compelling ad creatives isn’t just about splashing some colour and catchy phrases around; it’s all about, yes you guessed it – uniquely creative. 


On  Facebook, your ads are your storefront. How you design this storefront – from the dazzling display window (your ad visuals) to the enticing sign above the door (your ad copy) – can make all the difference in attracting the right crowd.


1. Choosing The Right Format


Not all ads are created equal, and not all will resonate with your audience in the same way. It’s like choosing the right outfit for an occasion; what works for a beach party won’t necessarily suit a formal gala. Facebook offers a wardrobe of ad formats – from classic photo ads that capture moments in a snapshot to carousel ads that tell a story as users swipe. Then there are video ads for when you really want to show off your moves, and not to forget, the immersive Instant Experience ads that pull users into a world crafted just for them.


The key is to match the ad format to both your marketing message and your audience’s preferences. Are you introducing a new product that needs a show-and-tell approach? A video ad might be your best bet. Want to showcase multiple products or features? Carousel ads could be the way to go. The right format not only catches the eye but also enhances your message, making it more likely to resonate with your audience.


2. Copy That Converses


But dazzling them with the right format is just part of the equation. Your ads need to speak to your audience, to resonate on a personal level. This is where your ad copy comes into play – the voice of your brand.


This isn’t the place for Shakespearean prose or industry jargon that would require a dictionary to decipher. You’re having a chat with your audience, not lecturing them. 


Humour, relatability, and clarity are your allies here. Your message should be like a conversation, not a sales pitch. Ask questions, poke a bit of fun, and above all, be genuine. Your audience can tell the difference. Keep it light, relatable, and to the point. Ask questions, use a touch of humour, and speak in a way that reflects your brand’s personality. Remember, you’re not just selling a product; you’re offering a solution to their needs, desires, or problems.


3. A/B Testing: The Secret Sauce


And how do you know if you’ve struck the right chord? Test, test, and test some more. A/B testing allows you to play with different elements – a headline here, an image there – to see what combination sings. It’s like trying different ingredients in a recipe until you find the perfect blend. 


Is it repetitive? Yes. Is it crucial? Absolutely. You need to test to know what engages your audience and drives your ROAS sky-high.


Mastering Retargeting on Facebook Ads


Have you ever left a shopping cart abandoned in the virtual aisles of a website, only to find every item popping up in your Facebook feed? That’s Facebook retargeting waving at you, trying to lure you back. It’s like running into an old friend in the street who reminds you of that coffee catch-up you kept meaning to arrange.


Why Facebook Retargeting Rocks?


Facebook retargeting is a secret weapon in your digital marketing arsenal. With billions of users scrolling through their feeds daily, the chances are high that your audience is there, waiting for that nudge to return to your site. And because Facebook knows a lot (like, a lot. No. I’m not scaring you.) about its users’ behaviours and preferences, you can get super specific about who sees your ads.


Strategies To Re-engage on Facebook


1. Segment with Precision: 


Use the Facebook Pixel to track visitors’ actions on your site and create Custom Audiences based on specific behaviours. Did they look at shoes but not buy them? There’s an audience for that. Almost booked a holiday but got cold feet? Yep, target them too. It’s about being as personal as a handwritten note in a world of mass emails.


2. Dynamic Ads Are Your Best Friend: 


These clever ads automatically show the most relevant products to people who have visited your site. It’s like reminding your friend about the book they admired on your shelf, making it hard for them to resist buying it for themselves.


3. Timing and Frequency Matter: 


Just like you wouldn’t call someone ten times a day (we hope), don’t bombard your audience with ads. Find the sweet spot in timing and frequency that keeps you in their minds without crossing into annoyance territory.


4. Cross-Platform Magic:


 Leverage Facebook’s Audience Network to reach your audience beyond Facebook itself. It’s like bumping into that friend not just on the street, but at the café, the library, and the local park. Wherever they go, you’re gently reminding them of your presence.


5. Refresh Your Creatives: 


Keep your ads fresh and engaging by regularly updating images, headlines, and calls to action. It keeps the relationship lively and interesting, preventing your message from becoming part of the wallpaper.


6. Incentivise the Return: 


Sometimes, a little sweetener helps. Offer a discount or a special offer to entice those on-the-fence browsers back to your site. It’s like offering a coffee on the house to get that catch-up finally in the diary.


The Goal:


Facebook retargeting isn’t just about clinching that sale. It’s about keeping the conversation going and building a relationship that feels personal and genuine. It’s a way to say, “Hey, we noticed you, and we think you’ll love this,” without coming on too strong. Done right, retargeting on Facebook can turn browsers into buyers, one-time purchasers into loyal customers, and cold leads into brand advocates.


Combatting Ad Fatigue in Facebook Ads


Ever scrolled through your Facebook feed and thought, “Not this ad again”? That’s ad fatigue setting in, and it’s the digital equivalent of hearing a catchy song so often it loses its charm. 


The Frequency Balance


Finding the right balance in ad frequency is key. You want to be remembered, not annoying. Facebook allows you to set frequency caps, which is like telling a good joke just enough times to get a laugh without going overboard.


The Goal: Engagement, Not Exhaustion


The ultimate aim is to keep your audience engaged without wearing them out. By implementing these strategies, you can ensure your Facebook Ads continue to delight and convert, rather than becoming digital wallpaper. Remember, the goal is to make your brand feel like a welcome guest in their feed, not an overbearing host.


Combatting ad fatigue is all about keeping your campaigns dynamic and responsive. With these strategies in hand, you’re well-equipped to keep your Facebook Ads as engaging as the first time they caught your audience’s eye.


Conclusion: Unlocking Facebook Success, Let’s Make Your Ads Unforgettable


We’ve covered everything from the basics of understanding and calculating ROAS to the nitty-gritty of crafting ads that really speak to your audience.


Now, you might be feeling ready to dive in and apply all these strategies to your Facebook ads. Or maybe, you’re looking for a bit more guidance to navigate the ever-changing landscape of digital marketing. Either way, we’re here for you. You can steal our ideas and see how we specialise in turning Facebook ad campaigns into success stories, and we’d love to help you write yours.

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