Think Beyond Brand Awareness and Set ROAS Goals
There are a lot of metrics companies like to use to determine a paid social media campaign’s success, but most center around driving brand awareness – reach, new followers, likes, etc. These metrics are important, but when it comes to e-commerce, nothing beats return on ad spend (ROAS).
ROAS gives a quick look into whether certain types of ads or audiences are worth the money that is spent on them by tracking the actual revenue generated from advertising dollars. Typically, we do this by placing a revenue pixel on a site’s purchase confirmation page. Once activated, the pixel passes the exact amount spent back to Facebook, making it easy to attribute sales to the correct ad or audience source.
What’s more, we can use that information to better optimize performance mid-flight and amplify the campaign’s success. For instance, our analysts saw that shopping cart abandoners produced the highest ROAS for our home goods Facebook ad campaign, so they shifted more budget to that group in the latter months of the campaign and drove even better ad performance.
Ultimately, the Facebook ad campaign delivered impressive results — culminating with every $1 spent on advertising bringing in an average $34.70 in sales. If you want to get results like these, it’s important to leverage people-based marketing across all of your advertising channels, including your social media strategy.
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