The combined effect was an increase in ROAS from 1.9 to 4.7, or a 147% improvement in overall ad performance.
Implementation Roadmap
To implement your complete ROAS strategy:
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Week 1-2 : Review where your ROAS is and identify areas of greatest opportunity
- Analyze which component (cost per click, conversion rate or AOV) has the largest gap compared to industry benchmarks
- Determine which of your campaigns have a low ROAS overseas data and decide which you think can be improved and which cannot.
- Identify which campaigns have a higher ROAS and why you think they work best. Focus on common elements such as geography, messaging, average ad click-through rates, and more.
- Create target ROAS numbers, define an over-ROAS goal and a minimum ROAS goal for each campaign to keep it running.
- Set up proper advertising and ROAS tracking both overall and for each campaign.
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Week 3-4 : Implement cost-per-click optimization strategies
- Refine your audience targeting
- Develop and test new creative variations for your ads
- Optimize your ad scheduling and bidding overall and by campaign
- Make sure you have a way to do A/B testing
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Week 5-6 : Focus on conversion rate optimization
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Build Ciao Bar on your website and make sure to include targeted offers
- design and message
- Set up strategic retargeting campaigns
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Week 7-8 : Develop AOV improvement tactics
- Create bundle offers and discount thresholds
- Optimize your payment experience
- Implement post-purchase marketing
- Match the products offered to your advertising campaigns
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In progress : Continuous testing and optimization
- Test one variable at a time to identify what drives performance
- Implement successful tactics while refining underperforming areas
Once you start to see improvements, your next step is to increase the money you spend and determine how that scaling impacts your overall ROAS. If your ROAS holds up, you can continue to spend more money until you start to see lower levels of profitability. There is an art and science to this that I will cover another day.
Conclusion: The Future of Facebook ROAS in 2025 and Beyond
As we move toward 2025, Facebook advertising will continue to digital marketing for upselling and cross-selling evolve, and Facebook ad ROAS remains one of the most important metrics for e-commerce businesses around the world. Further changes will be positive for some advertisers and negative for others.
Also, keep in mind that your Facebook ad ROAS will always be fresh list dynamic. Some weeks your Facebook ad ROAS will skyrocket and other times it will plummet. The key is how they trend over a period of time and then what you do to improve those trends.
It’s impossible to predict whether Facebook ROAS levels will rise or fall through 2025, but we do know one thing: some Facebook advertising efforts will succeed and some will not. So the key is to test, track, refine, and test some more. You should regularly review your Facebook Ads Manager account to see what new features are available and what’s changing.