📈 2×2 Ways to Increase ROAS for Facebook Ads. First things first: ROAS stands for Return On Ad Spend and, perhaps needless to say, it’s a very important metric for advertisers to track. (ROAS is basically ROI in the context of ads… and ROI is, of course, a hugely important metric in any sort of business venture.)

Second, and switching focus: why did we say “2×2 ways” and not “4 ways” to increase ROAS?

Because, as the article explains, any increase to your Facebook ROAS can only stem from one of two types of actions—On-Facebook or Off-Facebook—and he provides two big options under each of those types.

On-Facebook actions basically try to improve the ad itself: to make it stickier, more noticeable, and likelier to cause viewers to take action. His two sets of tips here are for improving your ad copy and improving your ad creative.

Off-Facebook actions basically try to improve the page to which an ad sends people: to maximize the odds of a conversion (and its value) once the viewer has left the Facebook ecosystem and entered your domain. His two sets of tips here are for improving your on-page conversion rate and increasing your average order value (AOV).

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