Do you run Facebook paid ads as part of your online marketing strategy? Are you also having trouble meeting the goals you set for Facebook ads?
If so, then it is important for you to understand how Facebook Ads ROAS (Return On Advertisement Spending) can affect your business. ROAS is designed to show what ads are bringing the most attention to your services and which ones need improvement.
There are a variety of ways that we can improve our campaign’s ROAS. This can range from changing up the Facebook page to readjusting the target demographic.
With the extensive knowledge our team has on digital marketing, we’ve put together this guide to help you give your brand the attention it needs to succeed. So, here are 6 tips to boost your ROAS with Facebook paid ads.
Tips to Boost Facebook Paid Ads ROAS
1. Boost Your “Positive Feedback” Score
Wondering how to calculate your ROAS? Simply divide the revenue that an ad brought in by the dollar amount you spent on that ad.
The more positive attention your page gets, the higher ROAS you end up with. That’s where your positive feedback score comes in. The more content that you put out that appeals to your customers, the more attention your brand receives.
In turn, you’ll begin to get more positive attention and your positive feedback score will steadily increase.
Finding out which ads have the biggest impact on your feedback score can take time. It’s a matter of simply split testing different things and repeatedly going through this process until you see great results.
2. Keep Profitable Ads, Scrap the Rest
Calculating ROAS can pertain to a single ad, a specific group of Facebook paid ads, or all of them. Looking at the ROAS for each of the ads you’re running is incredibly useful as it will show you which ones are profitable.
For the ads that are in between failing and succeeding, and which you’re not sure whether or not to keep them around, don’t completely disregard them. You can do two things: set them aside and revisit them later, or start experimenting.
Start by running a series of split tests and see if you can improve them. This way, you’re not giving up too early. Scrapping ads before they’ve had a chance to perform can lead to the true gems falling through the cracks.
And for the ads that are the most successful, with the promising ROAS, obviously stick with those. Not only do these deliver results in the present, but they give you a model to follow for improving your ROAS of future ads.
3. Use Facebook Paid Ads to Tell Stories
Another way you can boost ROAS is by taking a good look at the ads you’re running. Ask yourself whether your Facebook ads are featuring content that customers can relate to.
If the answer is yes then move on, you’ve got this part right. Otherwise, take this time to review the ad’s content. Use your ads to tell stories that are relatable – one thing we like to do is present a problem that we know customers experience and which the business solves.
By presenting ads this way, you’re adding a personal level to them. Customers think, “Hey, that’s a problem I’ve had and this seems to be a possible solution”.
In addition to this personal touch, having Facebook paid ads in a story format take it a step further.
4. Update Your Landing Page Design
Your Facebook Ads ROAS depends on more than just what you say in your ads. How you design your landing page also affects the attention your ads are getting.
How do you perfect a landing page design? It all comes back to split testing different designs. Graphics, colors, images, and the copy are all things you can split test. Look at the results of each test and you’ll start seeing patterns of what works and what doesn’t. Eventually you’ll get enough data to confidently put together landing page designs that perform extremely well.
Split testing is an ongoing process. Even when you find a perfect design for Facebook paid ads, you need to keep going. Continuously test different types of designs so that you can change things up from time to time. It also means you have different designs for techniques like Facebook retargeting.
So, landing pages are a huge factor of ROAS. If you’re on the edge because your main landing page is getting moderate results, ask yourself is that really the best results you think you can get? Don’t you want the best you’re capable of getting?
5. Review Your Customer Base
Another factor you need to look into if you want to boost your Facebook Ads ROAS is the demographic that the ads are targetted towards. Ask yourself, “Is this the best demographic for my service, or would another demographic show more interest?”
By updating your ads for different groups you’re able to benefit from Facebook’s AI as well as ad placement optimization. Different ads appeal to different age groups (this also applies to gender and location), so targeting a wide audience with the same set of ads won’t yield the best results possible.
Rather than sinking your budget into a single audience, diversify and try targeting each audience with ads that you create to appeal specifically to them. Consider a Facebook lookalike audience if you feel like you’re too limited.
Not only will your ROAS be affected but your budget will be spent more effectively.
6. Run Facebook Paid Ads for Mobile
The more devices you optimize your Facebook paid ads for, the more people you can reach. For that reason, we also recommend designing ads for mobile devices too.
If your ads aren’t getting the level of engagement you are hoping for from computer users, ads on smartphones and tablets can make up for it. With so many people using their smartphones throughout the day it’s a big mistake to not target mobile alongside computers.
And like we’ve been saying, run different sets of ads for mobile users. Some designs simply look better on mobile than on desktop, and therefore they’ll perform better. Targeting mobile adds a whole new element to split testing because you could discover that you get many more conversions from a specific age group through mobile ads than you do from desktop ads.
Improve Your Facebook Paid Ads ROAS
You can boost your Facebook ads ROAS by taking advantage of the content you create. Compelling stories and attractive imagery will bring more eyes to your brand which can, of course, boost your ROAS.
We also recommend marketing to different people and designing your Facebook paid ads for a variety of devices. With the tips we’ve provided above you can quickly turn Facebook into a reliable source of ad revenue for your business.
Interested in more of KonvertLab’s digital marketing expertise? Check out some more of our online marketing guides. Better yet, get in touch with us and find out what exactly our team can do to make your digital marketing campaigns as profitable as ever!