In the Digital world, eCommerce ads are everywhere. To accelerate the pace at which eCommerce brands aspire to grow, most social media channels including Facebook, Instagram, and Snapchat, are offering their own ad-running platforms to the brands. By running ads on these channels, eCommerce businesses get to nurture their customers in real-time and in a personalized way leading to more conversions.
But simply running ads isn't enough.
Considering the science behind a consumer's buying intent and the way they approach a "purchase" is constantly evolving, marketers are getting introduced to new technologies, concepts, and theories every day. Every marketing strategy in practice today has to have a clear understanding of metrics, traffic, numbers, and quantitative visibility, to have a clear understanding of the returns from each campaign.
ROAS (Return on Ad Spends) as a concept has helped most brands keep a track of their campaign-generated revenue for the same. As the term suggests, ROAS lets you measure the revenue your business is generating online through digital ads and campaigns.
When we talk about Facebook as a channel, eCommerce brands across industries like The House of Rare (men's apparel), Bunaai (women's ethnic wear), Clarks (footwear), Sublime life (cosmetics) have seen a positive ROAS scale-up of up to 3x with Adyogi. However, when we are initially approached by brands to help scale up their Facebook ROAS, we see multiple factors that are the root cause for their dowfalls. We have mentioned these below for you to analyze your campaign ROAS report.
3 Common Facebook Ad mistakes leading to a poor ROAS
Running campaigns with the wrong objective
One of the greatest mistakes that businesses make is running ad campaigns without a proper marketing strategy.
By doing so you often end up wasting funds as an unstructured campaign doesn't give out the best results. Facebook launches an ad campaign in a few guided steps thus, tempting us not to put in extra efforts in forming a structure.
A structured plan which is implemented correctly delivers the best results.
Here is how Amydus achieved 89% growth revenue by targeting the right audience.
A Digital campaign is not a one day task
We often tend to forget about the campaign once it is LIVE and leave it on its own without consistently working towards setting new targets and goals to achieve along with introducing new visual elements which in the end leads to a reduction in the effectiveness as well as a drop-in ROAS.
You need to keep yourself up to date with the campaign regarding what is working and what needs to change. You can also experiment and work around the visual as well as textual elements of the campaign by introducing new content to keep the audience interested.
Too much Textual content?
One of the most common mistakes businesses make is focusing way too much on textual content.
The textual content can vary from long ad descriptions to long captions. If you are using too much text you must know that after a certain point, Facebook cuts it off making your ad look incomplete or reducing the context. This in turn leads to poor understanding of the campaign by the audience and incorrect interpretations thus reducing its overall impact. The best way to deal with this problem is to use a mobile news feed preview of the ad to understand and get a fair idea of how it is going to appear in front of your audience.
Now that you know what NOT to do, let's get down to what you SHOULD do.
5 ways to optimize Facebook Ads for a better ROAS
Solve your target’s pain point
There is a purpose behind everything. You need to be clear about yours!
- If you want to make an impact you need to contribute something productive in the lives of your audience. One way of doing so is by making your audience feel like you are here to solve their long-time problem. Here comes in the work of clever delivery.
Address your potential customer's pain point and appear as a brand that will solve it. Make your target audience feel involved and engage them. This will lead to higher conversions thereby leading to improved ROAS.
Let us take the example of Plixolena. People are highly worried about fine lines and wrinkles once their skin starts to age. Plixolena targeted the pain point and advertised its product in such a manner that it solved the problem people were facing.
Or, let’s take the example of the property management software, Lofti. They use marketing to solve the problem of landlords who don’t have the time to manage their property. Whether that be keeping up with hiring contractors, paying letting agent fees or viewing their property portfolio.
Are you using the correct colors and themes?
If you are telling your audience about your product or service there are high chances that they might not feel involved. Visual content is easier to process and understand. Whether you are selling accessories or simple day-to-day services, your ads should look appealing to the audience. Better use of creative themes, colors, social media features like videos, carousels, graphics, etc can improve your click-through rate by generating curiosity and capturing attention thus leading to higher conversions. Do you know what are the three essential pillars to build an eCommerce business? Check it out.
Direct them towards the product page
Do you create a dedicated product page for your ad? One way to optimize Facebook Ads cost is to link your Ads directly to a promotional campaign. Running a campaign elsewhere and directing your audience to that particular page through ads also help in data collection - names, phone numbers, and emails, which further can be used in targeting audiences in the future and increasing outreach. A general rule of thumb is that the higher the website conversion rate, the higher will be your returns from Ad spending as mentioned here.
A very important thing to keep in mind while doing so is to test your landing pages. Make sure the page you are directing your customer towards varies according to the campaign type. For example - If your Ad is related to purchasing then link your online retail store to the ad rather than your homepage.
Re-promotion of Ads
Customer engagement plays a very crucial role in conversions. People usually tend to follow the crowd as it helps them trust the brand more. By promoting engaging Ads and posts, you tend to capture more attention. Facebook supports high engagement ads and is more likely to increase distribution when there is a pretty high level of audience interaction. Retargeting campaigns perform as much as 2x better than prospect campaigns, therefore going back to your old audience and running customer campaigns leads to higher conversions. You can set up your remarketing campaigns on Facebook and Google with the help of our services.
Have you added Facebook pixel to your toolkit yet? Hurry up!
Facebook pixel is a wonderful investment and provides accessibility to a variety of features thus boosting your digital ad campaign.
The Facebook pixel tracks conversions rather than cookies. It makes sure your content is seen by people who are most likely to engage with your product or service. Along with that, it allows you to track how your audience is interacting with your brand after you launched an ad. It will help you structure your campaign better and come up with productive ways to attract potential customers.
At Adyogi, we have helped over 350+ brands globally scale their Return On Ad Spend with an increasing upward curve. Check out our product Adyogi Managed Services for a better understanding of how we can help you run successful digital Ad campaigns that will boost the conversions for your eCommerce brand!