Three ways to boost your Facebook ads
With the ever-changing algorithms and updates to the Facebook advertising platform, achieving a profitable ROAS has become much harder for many brands. Luckily, there are a few ways you can take your Facebook ads to the next level and start seeing incredible results.
1. Know your audience
Knowing your audience is the key to building profitable and engaging campaigns. If your products are meant for females between the ages of 18 and 25, then your ads should target people with those specific demographics. In addition to the way you target, your ad creatives and copywriting should resonate with that audience.
A great way of doing this is to find your audience’s pain points. Think to yourself, what type of ad makes you stop scrolling and want to learn more? Is it a generic ad that talks about the features of a product, or is it an ad that speaks directly to you about a problem you’re having?
2. Build a marketing funnel
Building a marketing funnel is the key to making sure you reach your audience at each stage of the customer journey. If someone sees your ad for the first time, they may not make the decision to purchase at that moment, but that doesn’t mean they won’t want to in the future. This is particularly true with products that have a high price point, as the decision making process will take longer compared to cheaper products.
The key to an effective funnel is to adapt your messaging at each stage of the customer journey. People that see your product for the first time need to be informed about the key points of what makes your product great and educate them about your brand. Does it solve a pain point? What are the main benefits? This is the perfect stage for being as descriptive and engaging as possible with awareness focussed ads.
But what about those that have already seen the ad and visited your website? If they didn’t purchase the first time then you need to find out the main thing that is holding them back. This is the perfect time to introduce conversion focused messaging. Whether that’s a discount, a guarantee or free delivery, there are many ways to help your audience in the decision making process and encourage them to convert.
If you have products that regularly get repeat purchases, then retargeting your current customers is a great way to increase customer retention and drive up your ROAS.
3. Test and track
Testing your ads is the key to improving your ROAS on a long-term basis. An engaging ad will captivate your audience’s attention and make them want to learn more about your product. But what makes your ad engaging? How can you expand on that?
When testing your ads, make sure you’re only testing 1 component at a time. Whether it’s the creative, copywriting or audience, an accurate test needs all other components to be the same.
Once you have a solid testing structure in place, you need to track the right metrics. Your ROAS is not the only indicator of long-term success. Looking at metrics such as CTR will help you understand which ads are the most compelling.
These are some basic steps that might help you increase your ROAS but if you want to chat about this further, or are looking for more support, drop an email to firstname.lastname@example.org and we’ll get in touch!