optimise your facebook cost and ROAS
Jack Pickering

Jack Pickering

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

5 Tips To Optimise Your Meta Ads Cost and ROAS

Let’s face facts; If you are hoping to grow your business, you simply cannot ignore the impact of Facebook advertising (Get it? ‘Face’ facts…) 

As a social media marketing agency, we could happily tell you to chuck us a tonne of your money, and you should hopefully start to see a return on your investment sooner or later, but that’s not how we run things at The Good Marketer. 

What we do is we work with you to ensure that we efficiently maximise the performance and cost-efficiency of every ad campaign to drive better results for less money.

Sure, that sounds easy, right, but how do you do it? The below discusses just 5 top tips we, as a successful social media marketing agency, use to efficiently and effectively optimise your Facebook ads costs and ROAS.

1. Optimise Your Audience Targeting

By utilising audience segments as your key targets, you can target clients that are most likely to covert.

You should ensure you target and optimise each step of the buyer’s journey by targeting basket abandoners, website visitors and email subscribers and upselling customers who have already purchased.

After all, 70% of companies say it’s cheaper to retain a customer than to acquire a new one, while others are suggesting that the cost of acquiring a new customer can be as much as seven times more expensive.

2. Think Customer-Centric

Facebook ads, if done correctly, can be very effective. However, modern customers hate when they can recognise a blatant ad, or something that just blanket throws itself out there with little to no preamble, no specific messaging and no genuine interest in the customer.

Online ads in the digital age have a reputation of, frankly, being annoying, too easily viewed as spam if they’re not focused on specific customers’ needs. If your ads don’t treat your target audience as people, they won’t be successful. 

We’re used to seeing ads that are tailored to our in-platform behaviours; it’s common practice. 

Though some still view this as an invasion of privacy, and won’t engage with anything that doesn’t speak to their personal desires, needs or beliefs. And with the change in tracking, getting in front of the right people at the right time is harder than ever.

It is essential when developing your ads that you connect with and match the tone of your audience. 

Your content shouldn’t trigger your customer; your ad should look to kick start your customer’s intrigue rather than be perceived as a blatant attempt for attention. Pure sales messaging is fine during sales, but the rest of the time, your ads should pinpoint something that resonates with your audience, and treat them like people.

3. Choose The Right Campaign Objective

One of the most important steps is to outline and select your campaign objective when creating a campaign.

Simply put, your ad objective is what you want people to do when they see your ads. For example, if you’re going to show your website to people interested in your business, you can create ads that encourage people to visit and click through to your website. 

As time progresses and your business grows, your objectives will change from building brand awareness to pushing for conversions. Still, you must ensure you optimise your campaign for your objectives at all stages and levels of your business to ultimately reach your targets.

4. Review Your Landing Page Quality

Whilst creating compelling visual ads for your Facebook campaigns is crucial, you can’t stop there.

To ensure a seamless and successful user buying journey, your accompanying landing pages need to be just as strong (if not more so) to make sure your visitors go the distance and ensure conversion.

Question to ask yourself when compiling your landing page are:

  • Is your landing page in continuity with your ads?
  • Is your landing page optimised for mobile?
  • Is there a strong call to action?

The above are great questions to bear in mind when creating your landing page and other best business practices such as punchy, attention-grabbing copy and strong graphics.

5. Don’t Get Stuck-Keep Testing

If something is working, great, congratulations, but just because you have had some success, don’t get complacent. 

It is essential to analyse what worked for you to understand better how your ads performed. At our social media marketing agency, we consistently switch up our ad copy, creative, audiences, and promotions across all of our campaigns to grow and improve our results.

Hopefully, these five tips gave you some insight into just some of the many methods and strategies we use at The Good Marketer to help drive results and ensure a positive ROAS for our clients. 

However, if you find yourself still struggling to gain conversions or have any other questions on how best you and your business can improve their social media advertising campaigns, reach out to us at The Good Marketer today. 

Why not get in touch with our team?