The first thing we consider before we buy something or before we invest our hard-earned cash into something is- “Will it be worth the money?” This metric is often dubbed ‘Return on Investment’. However, when we are talking about Facebook, the terminology slightly variates and becomes ROAS- Return on Ad Spend. The essence boils down to how much return was generated against every dollar that was invested in the advertisement. ROAS becomes an important metric because it helps determine how many people your advert reached. The more the reach of the advertisement, the more the revenue generated and hence the more is the ROAS.
Worrying already about whether you are making every dollar you invested count? Do not fret my friend, I will help you determine that right away. As with all metric calculation of this sort, you can determine your return with the help of the following formula
Return on Ad Spend = Conversion value divided by cost. An illustration of this would be like this. Imagine you spent $100 on a product that costs $500. This means ROAS is 5. In simpler terms, you generated 5 times the value you invested.
Coming to addressing the issue at hand, if you have been struggling to boost your ROAS, I have churned out proven tricks that can help you boost your ROAS more than 4x times. Don’t believe me? There’s something called try-and-buy. You don’t have to buy my words, but once you start seeing the results trickle in, as the ROAS of your Facebook ads keeps jumping one fold up, you will know (and maybe thank me a little).
But before we jumpstart to the tricks, let me give you a quick insight into ROAS, how to calculate it, and why you should be spending on Facebook ads in the first place.
What is ROAS?
The Return On Ad Spend is a type of marketing metric specifically designed to measure the business earnings in terms of revenue for every penny spent on advertising or marketing. In other words, ROAS means how effectively you can spend your marketing budget.
Is ROAS similar to ROI?
ROAS is comparable, not similar to ROI. ROAS stresses the cost of the ad campaigns, while ROI focuses on the overall investments in marketing.
Understanding the ROAS as a form of advertising to bring revenue is important for any business. The ROAS can allow companies to know if the marketing strategies are worth the effort and money spent. The business’s success always depends upon the ROAS.
Companies are desired to know that if any particular kind of advertising campaigns are working as anticipated. If the results are not as expected, the campaign needs to pull back immediately to counter the effects. It doesn’t matter what kind of platform is chosen for advertisements because a failing campaign can incur hefty losses and rip off your advertising budget.
How to calculate ROAS?
Understanding ROAS is not an easy task; here, anyone can assume that it will be challenging to calculate. But is this true?
No, the ROAS is relatively easy to calculate. It implies a simple formula, i.e., the total value of conversion divided by advertising cost.
Conversion value here stands for the amount of revenue the business is earning from any conversion. If it can cost $50 in ad spend on selling one unit of 200$ product, the ROAS is 4 for every dollar spent on advertising; you earn $4 back.
ROAS calculations can be specific or broad. Total ad spending can be calculated via ROAS and compared with the total revenue or can target revenue and expenditure in any particular area. There are many paid and free services available online that can assist businesses in tracking their ROAS. It is essential to subscribe to avail ROAS services because it helps companies to set realistic goals for their future. For instance, companies use Google ads or any other services to know about a particular ad campaign’s effectiveness.
The business that can advertise on Facebook are divided into two categories:
Companies sell services or products online, allowing customers to pay on a website immediately. Service providers that convert potential clients and generate leads from Facebook via email or phone communication channels.
Measuring your ROAS business is easy if your business lies in the first category because purchase conversion events and Facebook pixel directly track them. However, if your business lies in the second category, it becomes hard to measure the ROAS because of monitoring gaps. Here you have to track the various leads manually and convert cross-match them with the Facebook data. You don’t really have to sweat it however, there are multiple tools that you can use to calculate ROAS and understand if it’s going uphill or not!
Why spend on Facebook Ads in the first place?
Before we venture out why Facebook is a good place to advertise your services or products, lets quickly review some facts:
- Back in 2014, the daily users of Facebook were 1.39 billion as against the population of the world’s most populated country China which clocked at 1.37 billion.
- Facebook is the third most popular website ever, surpassed only by Google and YouTube.
- The average time a person spends on Facebook is close to an hour.
Do we even need more examples to be cited for you to consider that you are missing out on valuable leads and revenue every day you do not market on Facebook? If you still do not understand the value of this social media platform as a marketing platform, sleep with the knowledge that 89.3% of businesses all over the world engage in marketing over Facebook and 39% of all Facebook users are active customers of brands that have a higher media presence in Facebook.
This is why spending money on advertisements stands the best lead generation chances when they are spent over on Facebook. If you want to advertise somewhere, Facebook is the place to be. Imagine the benefits that the amateurs derive from the free advertisement features on Facebook. Now, if you were to shell some money for gaining traction and for personalized Facebook services, is not that a lucrative place to invest to reap rich rewards?
What is a good ROAS for Facebook Ads?
Remember the illustration we gave you on ROAS for Facebook? The revenue generation was a direct multiplier of $5. Now there was a reason we gave you that number. Talking in real economic jargons, the sustainable amount for a business spending money for advertising on Facebook was found to be a return of $4 to $10 on every dollar spent for advertisement. Although the number does seem a bit random and a lot of profit, trust us when we say it is not. Advertisement is only one avenue of business. You still have assets to maintain, production costs to account for, and most importantly, yourself to sustain. Doesn’t look like a microeconomics class anymore, does it? Jokes apart, if you are making less than that, you need to saddle up and start focusing on increasing it by employing the steps listed below.
10 Proven Tricks to Boost your ROAS with Facebook Ads
1. Start targeting the right way
Strategic targeting is the foundation for boosting your ROAS manifold with Facebook Ads and there’s not just one but elements that together build what we call the ‘core’ of targeting.
Targeting in marketing is like essence to vanilla – you can’t go without it. Do you want to start a business? Start targeting. Do you want to promote your brand? Start targeting! Want to optimize your ROAS to maybe 10X? Start targeting already!
Is Loki wreaking havoc in Asgard? Call THORgeting (wait, what?).
- Understand your target audience
What exactly is the audience? A crew of potential buyers! Thus, unless you know what kind of people you want should be approaching for your ads, you just can’t make it! Understanding your target audience is the best tried and tested suggestion to maximize your Return On Ad Spend.
To make your ads resonate with your audience, start learning more about them, their interests, their hobbies, what platforms they spend their time on, what appeals to them, their selection and habits, and the demographic.
Although personalization leaves you with a more refined chunk of the audience, this helps you craft hyper-targeted ads for the right audience who would be genuinely interested in what you are selling. Once you have a filtered audience that shows interest in your products or services, start creating lookalikes so that the constraints on the scalability of your ads are somewhat lifted when the lookalikes start broadening your customer reach.
This brings us to our second point…
- Lookalike Targeting instead of Cold Targeting
Cold audiences are really what they are – COLD! It may be possible to target these audiences with low-cost campaigns, it can entirely depend upon the effectiveness of research, eventually going down to guesstimates and ‘may the luck be with you’.
What is lookalike again? The audience created by Facebook based on the people who previously took actions on your ad, or engaged with it actively. Thus, when your brand is still growing, it is better to target lookalike audiences instead of cold audiences that have never interacted with your ads, since the former’s accuracy increases depending on how bulky the ‘seed’ is that the lookalike is crafted from.
If you already have a ‘hot’ audience, that is an audience that has already purchased from you, creating a lookalike becomes more effective. All you have to do is provide a sample of your hot or source audience to Facebook (no matter what the number) and next, Facebook delves into the available data and looks for the commonalities between the individuals that form your source audience. Facebook, then creates an audience (the lookalike) that overlap commonalities with your hot audience.
Lookalikes are the game changers in optimizing your ROAS with Facebook ads since they aren’t just your ‘more’ likely potential customers but also dissolve away the problem of reaching out to the wrong people.
- If your product isn’t exclusive to a niche, use Worldwide Targeting
Sometimes businesses get so obsessed with targeting a specific spectrum of the audience that they may as well give tough competition to Joe Goldberg from YOU!
Do you know where they go wrong? Right, it starts wrong when it starts with obsession! If you are too specific about what audience to target, you’ll not only negatively impact the scalability of your business but also decrease your ROAS instead of increasing it.
For example, if you target an audience that are women between the age of 14 – 45 interested in buying sanitary pads in the U.S., you will have a large target audience that can turn into potential buyers. However, if you add other factors such as office-women in Colorado interested in buying 100% cotton pads (because you sell it) with extra-large wings and better absorption, you don’t just narrow your target audience, you lose a larger frame that may have been interested in sanitary napkins.
If your product isn’t exclusive to a niche, say, cannabis or veganism, use worldwide targeting instead of demographic targeting. When people split countries that they are targeting, they fail to understand which countries are the most profitable for their business. Not testing, but testing efficiently, instead of narrowing your approach will help you find the top-performing countries and cities that can make your product ‘hot-sell’.
However, if you can’t target all the countries, go for an entire area that is under your coverage. No harm done!
- Keep taking feedbacks from your target audience
This is a topic I can write an essay on, but succinctly, interviewing your audience and taking their feedback is a crucial fact to conducting an effective advertisement campaign.
If you don’t know what your audience likes or dislikes about your ad and products, you’ll never improve, and nobody wants static – it bores them. Apart from understanding where your audience gives you a big thumbs up and where it ‘boos’ at you (hopefully not), you also get testimonies to showcase and attract more customers.
If your ads are performing well, it is definite that your audience is happy about it which means you’ll have a more ‘positive’ feedback score. Now, what good does that do? It won’t just allow Facebook to increase your visibility but also help you decrease the cost of your conversion and boost the return on ad spend.
How does this add up? In a nutshell, increasing your visibility is just Facebook’s way of saying thank you for giving more content to its users which they actually like. A win-win!
2. Get Creative with the Visual Aspects of your Ads
I know they say not to judge a book by its cover, but this isn’t your bibliophilic world – it’s digital marketing and here, if they don’t like what they see, you are already out of the equation.
If people see something really interesting in your ad, be it audacious wit or intrigue, they will instantly want to know more about it.
- Focus on the Visual Aspect and Representation
To start with the creativity flowing inside of you is to limit to a point that you don’t end up making a huge dent in your wallet. Meaning? Do not spend the last penny on one graphic or visual representation that you found compelling. Instead, try and invest in multiple modes of representation that are equally appealing and second to none. A company that opts for multiple modes of representation such as images, pamphlets, videos, etc., will always process better ROAS than a company that keeps sticking the same ad on every platform.
The audience eventually starts experiencing what we call ad-fatigue!
In the digital world, rich creatives aren’t limited to uniquely riveting graphics, but relevant content that can be successful in capturing the attention of the audience. Your ad could be an amalgamation of color, sense, relevance, and nonpareil.
- Maintain a Call-to-Action Mode in all your ads
‘Thanks for watching’ – ever seen an ad say this? No, because viewing an ad isn’t going to make you money on Facebook or increase your ROAS. To make a better impression on your audience and ask them to actively engage with what you have to offer, you have to ASK them to.
It’s simple! If you don’t ask, you don’t get it.
Call-to-action is an important tactic that will make the audience hooked to know more about your product or brand and by call-to-action, I do not just mean to leave a message that asserts ‘Buy Now’. Call-to-action can be anything that demands action from the audience such as ‘Hurry Up!’ ‘Watch Now’, ‘Read More’, etc. All of this brings your audience back to your product or brand the second time, thus increasing the ROAS with your Facebook ads.
- Understand the right format before publishing an ad
Yes, it’s a thing. Your audience may have a favorite format just the way they have a favorite TV soap. To optimize your ROAS, it’s important to understand what ad format best suits your content without affecting the visual hierarchy or the understandability of the ad.
For instance, if you have several pieces of information that you want to put together in an ad, you can preferably use a carousel; if you have multiple products that you are releasing in a single ad, a specific collection ad format might work. Testing and researching different forms to get the hang of which format your audience interacts with the most is vital for optimizing your ROAS effectively.
- Use rich creatives and optimization for the landing page too
This may just be an article-ception if I am to write a complete post on this (trust me, I can). It’s not just the ad that demands a little usage of the creative portion of your brain, it’s also the landing page, otherwise, your ad isn’t attractive, it’s BEGUILING, and you’d be crazy if you didn’t understand the difference.
If your ad seems promising and the landing page is peanuts, your audience loses all the interest you developed with such hard work (and money). The landing page is the receiver who catches the ball in the end zone while your ‘quarterback’ advertisement charges the Hail Mary pass at you. If your landing page doesn’t catch it, you don’t take the trophy home.
So, first things, first – here’s a cliche piece of advice – make your landing page beautiful and relevant to your ad. Secondly, have a congruent style and third maintain the consistency on your landing page so that the visual hierarchy apart from the basic look of the page is optimized.
Want to know more? Here you go!
Simplicity is sophistication. Use simple headlines. As much as I hate contrasting my own advice here, that is to be creative, you can’t go abracadabra with the headline unless you want to baffle the audience. Incorporate descriptive text that matches the one used in your ad. Where you show your creativity is the style and tone of the landing page so that the audience feels there’s ‘no another’.
Show your customers where to click. Since this is no Maze Runner, you wouldn’t want your audience to scratch their head, wondering where the call-to-action is represented, thus, keep your CTA clear and crisp. Your CTA is what works towards conversion or away from it, so allow the CTA to speak for itself and make it compelling so it stands out from the rest of your landing page content.
Test and optimize the loading time. What do you do when the buffering movies or the slow WiFi connections pester the crap out of you? You either switch to a different video streaming platform (or throw your phone away) and turn off the WiFi, respectively. It may be the same if your landing page keeps loading to perpetuity.
About 85% of the landing pages take at least 6 seconds to load, and if your page is any faster or any slower, you either win the game or your butterfingers miss out on the conversion. You don’t want your customer to wait, then wait a little more, curse inaudibly and then close your landing page, so keep optimizing it for better performance and speed.
3. Split Testing, Split Testing, and Split Testing
You successfully created an ad that made all the difference for you? Have you been advertising the same at every possible platform where your brand has a presence for a LONG time? Yes? Now it’s time for you to let it go!
What? Why? When your customers and viewers have seen the same ad repeatedly on a perpetual loop almost everywhere, they will eventually be bored of it and instead of bringing you conversion, the ad will start fading into obscurity gradually.
However, I understand if you’re struggling to move on and the paranoia whether the new ad will be just as successful, is haunting the soul out of you. This is where split testing or A/B testing becomes the holy water for you!
Split testing or A/B testing is like tasting the ice cream flavors you want to choose one from and then settling on one that you find the most delicious. Eh, what? A/B or split testing is putting up multiple ad combinations and variations such as CTA, landing pages, headlines, etc, on a screen and testing their effectiveness as to which one has the highest chances of selling.
When you’re viewing two variations of one campaign, you can effectively scrutinize which one is more interactive and riveting to the consumers, thus helping conversions and increasing the ROAS of your Facebook ads.
How can you perform Split Testing on your Facebook Ads?
Facebook has an exclusive feature that specifically allows you to split test different combinations of your ads to optimize them for higher conversions and a boosted return on ad spend – Dynamic Creative.
When you have finally stopped using a successful ad as a crutch and want to focus on the larger picture, Dynamic Creative helps you assess 2-3 ad variations of the same theme and campaign. Monitoring the profitability of each ad sample and diverting resources towards the most convincing and rewarding materials avoids you from spending all your dollars on one ad (that you think is generating more returns) and thus, preventing you from losing the greater picture!
All you have to do to get Dynamic Creative run split testing for you is provide it with different versions of ads with varying elements such as images, videos, titles, text, etc and let Facebook analyze and create combinations that worked the best in generating better conversions, thus higher ROAS.
As the results trickle in, you will have a general idea of which ad combinations are the lucky wheels for you and which aren’t.
4. Test all Placements and Devices
You wouldn’t want your ad to be placed at a segment on Facebook where people don’t even bat an eye. You wouldn’t want your ad to not be compatible with all the devices you are aiming to target, either. Thus testing all devices and placements for your ads to check their compatibility and visibility is a great way of scaling your ROAS.
Now although we are solely focusing on Facebook in this issue, it is still worthwhile to scout your unknown territory once in a while, especially before you decide to invest in a platform. When you consider Facebook, you will have to make sure that your advertisement drops off at the right place and not with people who do not have the faintest idea of what the product is. The ideal places where you could drop those adverts are:
- Facebook feeds
- Instagram feeds
- Facebook Marketplace
- Instagram stories
- Facebook stories
- Facebook suggested videos
- Inox directly to the Messenger in the form of chatbots
- Messenger stories
- Facebook adverts in-stream videos
This is not all though. You need to regularly and periodically evaluate the placement strategy to make sure what works the best and then improve upon it.
Focusing your ad on what the user is viewing the platform on forms an important part of campaign policy. Will the user be using a mobile or a computer? While the placement of the ad, you will have to be careful of the medium audience that you are targeting. The device selection and targeting play an important part in the lead generation buildup. A computer user would rather prefer more computer-based performance boosters adverts rather than a mobile user. A tested if not foolproof way to go about this is to:
- Identify performance indicators
- Developing a cost-effective marketing strategy
- Evaluate results
- Mock trials before implementation
- Identify customer volume and reach
- Optimize the evaluation process.
Identification of the target audience depends on what the choices of the audience you would prefer are and the priority of those choices based on their standing.
How to optimize your Facebook Ad Placements?
Facebook placements cover up a significant part of the social media ads. It depends upon the audience you are looking ahead to target; if you are targeting mobile and desktop users simultaneously, not all placement options will be available for you.
If you target the mobile device users only through the placement, you can explore serving the newsfeed and the option on Facebook named “instant articles.”
If you choose to target only desktop or laptop users, you will always be limited to right column placement and Facebook newsfeed. Here the newsfeed is self-explanatory, and the right column also refers to the compressed versions for your ad at the side of Facebook UI.
Many placement options are available only for specific campaign objectives, inclusive of suggested videos and in-stream videos. Another concern is the optimization of Facebook placements, as not every placement can work with every campaign objective. Two approaches can be considered for placement optimization, and they are:
Trial and error method:
Every type of business is different, and so are the marketing and advertising techniques for them. Many people target only news feeds, while others look for the “right-hand side.” Few placements perform better than the other type of business, but you need to look for the one that performs better for you. By testing all placements, you can optimize Facebook for yourself and see placements profitable for you to keep going on.
This may sound quite contrasting to the method mentioned above, but it all boils down to the niche you are operating in and the target audience that you have accumulated over time. To create a new campaign on Facebook, the foremost thing you should do is define an advertising objective. Once you have decided, devote the right amount of thought to your user experience for your ad.
5. Set up Tracking for your Conversions
For optimizing your Facebook Return on ad spend, you had to track and monitor your data regularly. Once you know the worth of every lead and the conversion rate from lead to a client, you can test your ads and audience to see what will generate the best ROAS for you. To optimize, delete all low-performing ads or ads sets, optimize the ads that are doing well, test new ads, or how they can perform against the goal set by you.
Setting up tracking your conversions involves:
- Implementing mechanisms for monitoring the actions that you want users to look up to your website, like requesting a quote for your service.
- Purchasing a product.
- Calling up the office for signing or booking up the monthly newsletter.
It also involves data collection and reporting it in meaningful ways.
The advantages attached to tracking conversion rates are undeniable. The first key is to keep a check on clicks and hits and turn it into money. Although regular keep track of analysis and collection of all metrics may feel daunting, the extended benefits will outweigh the efforts.
6. Get Granular with your data
As academic as this sounds, data and groundwork are the foundation of your ads. Marketers tend to think that the only asset they have is their products and their brand, but data is the most precious asset for a marketer. If you do not have the correct data that has been thoroughly vetted, you are building your ‘shop’ on a hollow ground that might be sucked in anytime.
There are two ways you can get insight into the much-yearned user data:
- Dynamic Creative: The Facebook exclusive feature helps you understand which combinations of your ds bring in the most conversion, thus enhancing your ROAS.
- Facebook Pixel: Just like Google Analytics, Facebook Piel means the whole world to a marketer (in a non-romantic way). More than just a tracking or reporting tool, Pixel allows you to work more efficiently by gathering data without imposing restrictions that cookies usually do.
Facebook has considerably upped their game to know what intrigues its users and what can ultimately bring more to the marketer’s pocket, thus, if you aren’t making enough use of the utilitarian data that Facebook has to offer you, you are only scratching at the surface.
7. Setup and optimize your Target ROAS Ad Campaigns
We already mentioned to you the sustainable ROAS that you should be aiming for if nothing else. However, whether it is a good ROAS is something that is very subjective. How your business is doing, what your services are focused around and the surrounding information all go into consideration when we deliberate on what is a good ROAS.
When considering Target ROAS, the focus changes from quantity to quality. In simpler terms, target ROAS focuses on the value generated from each of the conversions instead of calculating the total equitable lead generated.
In order to build a target ROAS, try implementing the following steps into your advertisement campaign.
- Allocation of funds for your advertisement campaign should strictly be based on the gains that you make. The reason behind this can be broadly divided into two parts. Firstly, a deep-pocketed ad campaign at the expense of your loss will eventually break you. Secondly, if there is no return on your advertisement, then what is even the point of continuing with it?
- Identification of ads: Out of the one dozen ads that you run on Facebook, not all of them perform that well. Now unless you have a million-dollar budget to fund your ad campaigns (please call me if you do), identifying the advertisements that perform the best help in minimizing the costs, hence automatically increasing your ROAS. Another benefit that you simultaneously accrue is that you can identify the niche where your customers are based. Based on this invaluable data, you can create a targeted advertisement for the community to increase the sale of your products.
- Last but not the least, generation of ROAS in itself is not the end result, neither the desired one. You need to evaluate the margins and see if you have made significant profits. All of this is a waste if you have dwindling finances.
8. Be Subtle with your advertising approach
Remember how petering some ads can be and avoid everything that can push your ad into the same category. One general piece of advice is to never promise your audience the moon and hand them a stress-releasing ball. Ads that are manipulative and pushy tend to put a negative impact on the conversion rate, thus, decreasing the ROAS of your ads.
How can you ensure that your ad is not manipulative? I don’t even have to answer this; you know it, already. If you ever feel you are stretching too far from your limits to make your ad convincing, chances are your ad is turning more manipulative and pushy than conversing. What happens next? You start from scratch!
Being subtle and relevant to the audience while showcasing your ad or pitching your idea is the best way to win them. Understand the trigger points, show how your product or service can provide a solution to the issues being addressed. Whatever you do, make sure you embed information into your ad rather than just incorporating flashy taglines and cliche buzzwords that talk about your brand and your brand alone.
9. SEO using the right keywords is SUPER Important
Optimized your ad placement? Check. Optimized ads as per device specs? Check. Optimized the content of your ad? No. Why?
SEO using the right keywords is an important strategy to ROAS higher than 4x because, at the end of the day, keywords will decide if your content should be visible on top or lost at someplace in the middle of nowhere (no, not KNOWHERE from Guardians of the Galaxy).
You can’t be everybody and neither can your content be everything. Keywords help to determine the traffic and revenues that your ad is going to generate. In simple words, the right keywords equal higher ROAS. The right keywords are the ‘low hanging fruits’ that are lying in a corner, waiting for you to come discover and make the most of them. If you’re struggling to get an ideal ROAS that anywhere above 4x, then it’s time you retarget your keywords and reap rich rewards from your ads.
So, where do you start? The basics.
- Focus on high search volume keywords but don’t be exclusive about them. High volume search keywords are important to bring in more visitors that can help improve your Facebook page rankings. However, remember that these keywords may be the most searched in volume, but they do not tell if the people searching for these keywords can be your buyers or not.
- Lower Funnel or Long-tail keywords make all the difference. These keywords bring you ready-to-buy customers, no exaggeration. The volume of these keywords is less, but the buyer’s intent is way huge to outbalance the search volume. When you are on the hunt for the right keywords, the lower funnel keywords could be the area where the richest vein of gold lies and you hadn’t even known.
10. Stronger Retargeting with Facebook
A painful portion of your potential customers bounced off your website without converting? It happens to the best of us which is why a strong comeback or ‘retargeting’ in the marketing terminology can help you significantly boost your ROAS with ads.
Most buyers leave your ad without converting because either the price or the delivery charges were too high for the product. What you can do in your retargeting campaigns is trigger these pain points and optimize them with offers or discounts to increase the likelihood of conversion and bring in more ROAS to the table.
If you have been retargeting cold audiences, you’ll probably never make that flattering 8X ROAS you want with your Facebook ads. Instead, remarketing (or retargeting) those that have already engaged with your brand before but left you hanging (much like a platonic relationship), can dramatically snowball your ROAS.
Final Words on optimizing ROAS efficiently
As much as we love writing and exploring more ways to make money, we do it all for you. Understand that we do this regularly ourselves because these measures are effective, but will become quickly outdated if we don’t keep improving and upgrading ourselves. Advertisement is a measure of popularity and a means to instant fame if it can provoke the right sentiment in the people.
With digitalization, even more avenues of generating wealth have surfaced, options that our predecessors could not dream of, let alone access. The advantage of online advertising is that anything that is connected to the web works on a code, and every code has a pattern. If you know the dynamics of this pattern, you can use it to your advantage. The internet is fair, and most often, it is rewarding.
The reason why you should focus on optimizing your ROAS is more than just revenue generation. The above-outlined processes will make sure that you do not lose on generating the maximum value for yourself for every penny that you spend on Facebook for advertising. However, the journey from a marketer to advertising for the brand you own is in itself a very rewarding journey that few have the liberty to experience.
Since and especially because it is algorithm-based, the benefits that you can reap from advertising on Facebook are limitless. All that we hope for is when you do reach there, take a break and look at how far you have come.