Meta Ads - a high ROAS version (Fashion & Beauty)
Nitin Upadhyay
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Posted Feb 4, 2024
Campaigns with consistent 4+ return on ad spend should not leave you scratching your heads like how theoretical physics does.
As platforms evolve and algorithms adapt, shouldn't our advertising approach evolve as well?
What does it take to bag a High ROAS, in simpler terms to get more return per dollar spent? Is it the campaign?, the Ad sets?, how your account is structured?, how you set-up your conversion tracking?, is it the CPOC or LTV of a customer? What is it exactly that makes a product profitable and gives twice or thrice or even more returns.
The answer is simple: A Right and Detailed Funnel with a bang-on strategy! it's not just about throwing money at ads and hoping for the best. What we need is a well-thought-out targeting and messaging strategy.
The Facebook Funnel For Success
So how does a right funnel looks like? Let us understand it :
Facebook conversion funnel
Top of the Funnel (TOF) - Finding New Audience:
In this phase, the primary focus is on experimentation and discovery and finding right potential customers for the business. I test various creatives, buyer personas, and audience segments to uncover what resonates best with your target market.
I employ strategies like A/B testing, lookalike audiences, and interest targeting to broaden your reach and attract new prospects.
Middle of the Funnel (MOF) - From "Cold" to "Warm":
Transitioning from awareness to engagement, the middle of the funnel is where you build that trust and address customers concerns. Developing compelling messaging that addresses common objections and showcases the value proposition of your product or service is the first step we can work on.
I leverage tactics like retargeting ads, email sequences, and personalized content to stay top-of-mind and guide prospects through their decision-making process.
Bottom of the Funnel (BOF) - Conversion:
At the bottom of the funnel, the focus shifts towards driving conversions and closing sales. Implementing persuasive call-to-action (CTA) messages and offers tailored to the specific needs and preferences of your audience segments can be a huge winning factor.
I utilize urgency tactics, such as limited-time promotions or scarcity messaging, to incentivize immediate action and eliminate any barriers to purchase to streamline the customer journey.
Post-Purchase - Repeat Customers:
After the sales mode is on, nurturing customer loyalty and encouraging repeat purchases becomes crucial for sustainable growth. Implementing post-purchase follow-up sequences, thank-you emails, and exclusive offers to show appreciation, reinforces the value of your brand.
This involves transforming satisfied customers into brand advocates, driving long-term revenue and customer lifetime value.
How does a High ROAS Campaign Looks like?
Ever wondered how does the campaign that is performing well i.e spending a dollar and getting more back looks like?
Return from the campaigns I have run in past
This outlines how applying effective strategies can lead to efficiency and higher returns on investment in our campaigns. By effectively implementing the funnel approach, we can observe that, on average, the client received more than $4 back from every dollar spent on the campaign. This level of return empowers businesses to consistently allocate funds to Facebook advertising, facilitating the acquisition of new customers on a regular basis.
Client's first $1000+ sales with 20$ daily budget
Client's first $1000+ sales with 20$ daily budget
Screenshot of his Shopify dashboard