How to Increase ROAS: Tapping into the Power of Facebook Ads

Scroll down to learn all of our tips and tricks to increase ROAS!

It’s an exciting time to be in digital marketing, especially when it comes to leveraging the power of Facebook Ads. 

The goal of this blog post is to unravel the secrets of increasing Return on Ad Spend (ROAS) – a metric that stands as a cornerstone in our industry.

Facebook isn’t just a social media platform; it’s a dynamic advertising powerhouse. 

Navigating this platform effectively requires more than just a basic understanding of digital marketing; it requires insight, strategy, and a bit of creativity.

This guide is crafted to be your roadmap in the ever-evolving landscape of Facebook advertising. 

We aim to transform complex metrics and strategies into practical, actionable knowledge. 

Think of it as a workshop in written form, where we break down the essentials of ROAS, share industry best practices, and explore the latest tools and trends.

Terms Every Paid Traffic Master Must Know

The Basics of ROAS in Facebook Advertising

ROAS, short for Return on Ad Spend, is a key metric in digital advertising, especially with Facebook Ads. It helps you understand how profitable your ads are. 

Let’s break it down into simpler terms:

  • What is ROAS?:
    • It’s a measure of how much money you make from your ads compared to how much you spend on them.
    • Think of it like a report card for your ad campaigns, showing if your money is well-spent.
  • Calculating ROAS:
    • First, find out how much money your Facebook ads are bringing in. You can use Facebook’s analytics or your e-commerce platform for this.
    • Next, add up all the money you’ve spent on these ads, including costs for creating and running them.
    • Do some simple math: Divide the revenue from ads by the total ad spend. For example, if you make $5,000 from ads that cost $1,000, your ROAS is 5. This means you earn $5 for every $1 spent.
  • Improving ROAS on Facebook Ads:
    • Targeting the Right Audience: Use Facebook’s tools to target your ads to people most likely to be interested.
    • Optimizing Ad Placement: Use Facebook’s Automatic Placements tool to show your ads in spots where they’ll perform best.
    • Managing Your Budget: Use Facebook’s Campaign Budget Optimization to ensure your money goes to the best-performing ads.
    • Tracking Your Ads: Use tools like the Facebook Pixel and Conversion API to see how well your ads are converting viewers into customers.
  • Why Facebook’s AI is Awesome:
    • It helps target your ads more effectively.
    • It optimizes how and where your ads are shown.
    • It learns from your ad performance to make future campaigns even better.

Understanding and using ROAS effectively, especially with Facebook’s tools and AI, can really boost the performance of your ad campaigns. It’s all about spending your ad budget wisely and making sure your ads reach the right people.

Strategies for Enhancing ROAS on Facebook Ads

Increasing ROAS (Return on Ad Spend) involves several key factors that can significantly enhance the effectiveness and profitability of your advertising campaigns. Here’s a breakdown of some crucial elements:

  • Targeting Precision:
    • Sharpen your targeting to reach the most relevant audience. Utilizing detailed demographic, geographic, psychographic, and behavioral data helps in targeting ads to users more likely to convert.
  • High-Quality Ad Creative:
    • Invest in creating compelling and high-quality ad content. This includes visually appealing images or videos, engaging and clear copywriting, and strong calls-to-action. Ads that resonate with the audience tend to have higher engagement and conversion rates.
  • Optimized Landing Pages:
    • Ensure that the landing pages your ads link to are optimized for conversions. This means they should be relevant to the ad content, load quickly, be easy to navigate, and have a clear call-to-action.
  • A/B Testing:
    • Regularly test different elements of your ads, such as headlines, images, and calls to action. A/B testing helps identify what works best with your audience, allowing for continuous improvement of ad performance.
  • Effective Budget Allocation:
    • Wisely allocate your ad spend. Analyze which campaigns or ad sets are performing well and allocate more budget to them. Conversely, reduce spending on underperforming ads.
  • Utilizing Analytics and Data:
    • Leverage data and analytics to make informed decisions. Regularly review your ad performance data to understand what’s driving success and where there’s room for improvement.
  • Ad Format and Placement Strategy:
    • Choose the right ad formats and placements that align with your campaign goals. Different formats and placements can yield varying results, so it’s essential to align them with your specific objectives.
  • Understanding the Customer Journey:
    • Tailor your ads according to the different stages of the customer journey. Different messages and calls-to-action might be needed for customers at the awareness stage compared to those ready to purchase.
  • Seasonality and Timing:
    • Consider the timing of your campaigns. Align your ad campaigns with seasonal events, holidays, or specific times of the day or week when your audience is most active.
  • Long-Term Customer Value:
    • Focus on acquiring customers who have the potential for high lifetime value. It’s not just about the initial conversion but also about fostering long-term relationships with customers.

By focusing on these factors, you can increase the effectiveness of your ad campaigns, leading to a higher ROAS. The key is continuous testing, learning, and adapting to what works best for your target audience and business goals.

As we wrap up our exploration into maximizing ROAS with Facebook Ads, let’s recall the wise words of Philip Kotler:

“Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” 

Philip Kotler

This quote beautifully encapsulates the essence of what we’ve discussed. 

Marketing, especially in the dynamic realm of Facebook Ads, is indeed a perfect amalgamation of creativity, data science, intuition, and meticulous research.

The journey to high ROAS is continuous and evolving, requiring us to adapt and learn with each campaign we launch.

Now, it’s your turn to apply these insights and strategies to your Facebook ad campaigns. Remember, every ad is an opportunity to connect with your audience and create value that resonates. 

We encourage you to experiment, analyze, and refine your approach to Facebook advertising. Use the tools and best practices discussed here to enhance your ROAS and contribute to the growth and success of your business.

If you’re ready to take your Facebook advertising to the next level, or if you have any questions, insights, or experiences you’d like to share, we’d love to hear from you!

Boosting Ticket Sales for a Pop Culture Convention: A Halloween Marketing Success Story

A blog header image featuring a spooky Halloween background, two superhero silhouettes and the blog title: Trick or Treat? Unmasking the Marketing Success of a Pop Culture Convention
A blog header image featuring a spooky Halloween background, two superhero silhouettes and the blog title: Trick or Treat? Unmasking the Marketing Success of a Pop Culture Convention

Trick or Treat? Unmasking the Marketing Success of a Pop Culture Convention

Halloween came early for the team at Marigold this year. We were tasked with selling as many tickets as possible to an event for a client without leveraging two of a marketer’s most valuable tools: urgency and context. That’s scary stuff! 

A looping gif of a woman screaming

The client hosts a B2C pop culture event in a major metropolitan area of the United States. They headline celebrity guests and give attendees the chance to see the casts of their favorite franchises up-close-and-personal.

It’s a format that’s proven successful multiple times over, but this year the Hollywood writers’ strike turned what should have been a walk in the park into a stroll through a haunted house. 

We could use the individual celebrities’ names and images in ads, we were instructed, but could not link them to the franchise they were associated with. That’s like when a kid marches up to your front stoop, proud of her costume and expecting you to remark with recognition, but all you see is a vaguely familiar outfit completely void of context. 

Would our conference attendees feel the same way? Could the celebrities’ name recognition alone drive purchasers, even without the logos, intellectual property, and context provided by their franchises? 

Jump scare gif

We faced another jump scare when we learned that there were no urgency periods built into the sales cycle. Ticket prices will often increase several times leading up to the event, giving marketers natural urgency periods to drive sales. There was nothing that incentivized attendees to buy their tickets and buy them now. 

Our toolbox lighter, we forged into strategy mode like a six-year-old dressed like Iron Man.

View CASE STUDY Inside The Facebook Advertising Campaign That Returned $9.71 For Each Dollar Invested

Were We Working on Frankenstein’s Monster? (AKA A Tale of Convention Marketing)

A black and white image of a spooky forest with the outline of Frankenstein's monster

The venue allows for nearly unlimited scaling, and we were told by the client, “There is no sellout number,” when we asked about it. Our mission was clear: sell as many tickets as possible for the budget we were given.

We reviewed the client’s marketing efforts the previous year to ascertain what kind of results were possible. The bar was high, with strong volume and low CPAs all around. We did a thorough analysis of exactly what prior efforts worked and which we would abandon. We want to undertake each new client and campaign with a well-formulated understanding of the landscape in which we are working.

Due to the nature of the audience, we knew that dialing in the interest groups was going to be one of the primary keys to success. Warm traffic was important, but in order to sell as many tickets as we needed to, we would have to find the right users and show them the right ads. 

Crafting MMG Magic: Selling Tickets to a Pop Culture Convention

Proper targeting would be key to success, we knew. We created audiences within ad sets that most effectively represented the likeliest avatar of an attendee given the celebrity guests attending. Some guests’ fan bases were flourishing in multiple sectors, and we used multiple adjacent interest groups to locate interested users. These audiences and their lookalikes proved to be integral to the campaigns’ success.

A Hocus Pocus gif

The client maintains a strong organic presence, and in order to ignite the energy amassed by social proof, our team used well-performing social posts of guest announcements as ad creative. We ran these alongside designed graphics and videos but celebrity-led creative far outperformed anything else. Our efforts were to get the right ones in front of the right users, causing the algorithm to do as little work as possible to pair the two.

Geographic targeting was another piece of the puzzle we had to get to fit. Since the event was held in a major metro area, we targeted geographically broadly for most of the sales campaigns. The last several weeks were spent targeting users within driving distance of the event’s location.

Implementing this strategy required agility, as we had to shift budget and focus multiple times in the duration of the campaign. A month before the event, we were tasked with selling celebrity photo op and autograph packages. We leveraged the existing interest-driven audiences and the celebrity creatives that were producing purchases in a series of campaigns. 

Then, with the event several weeks out, we were directed by the client to shift focus from the photo op and autograph sales, and once again shine the light on volume since the CPAs were so low and ROI was surpassing expectations. They could make more money by selling tickets than they initially expected, the event organizers realized. 

Unearthly Success: The ‘90% Sold Out’ Strategy That Haunted Our Pop Culture Convention

An image of a spooky forest with the heading: Unearthly Success: The '90% Sold Out' Strategy That Haunted Our Pop Culture Convention

A week out from the event, we began running “90% Sold Out!” campaigns for an event that we were told didn’t have a sellout number. 

On Meta platforms, we sold 1,258 tickets (41% more than last year!) with a CPA of $7.60 and 33x ROAS. We sold an additional 610 photo ops/autographs with a CPA of $5.18 and 48x ROAS. On Google, we sold 5,927 tickets with a CPA of $2.11 and ROAS of 118x. 

“Know your audience” is so common it’s become a marketing cliche, but in this instance, it proved true for a reason. With the platforms relying so heavily on the algorithms, the onus is on us as marketers to provide it the best information possible. By addressing the avatar from all available sides, tightening the location targeting at the right times, and leveraging social proof, we produced an “overwhelming” number of attendees according to the client, and made their on-site team earn their paychecks! 

2023 Video Trends: Staying Ahead in Digital Content

2023 Video Trends: Staying Ahead in Digital Content

In the ever-evolving landscape of digital content, staying ahead of the curve is essential for content creators, marketers, and businesses alike. One area that continues to witness rapid changes and innovations is video content. In this blog post, we’ll dive into the top five video trends shaping 2023.

1. Animated Captions for Engagement and Accessibility

Animated captions are revolutionizing video content in 2023. They serve multiple purposes: capturing viewers’ attention, enhancing engagement, and improving accessibility. Tools like CapCut and Opus Clip offer easy ways to incorporate animated captions into your videos, making them stand out in the digital landscape.

A great example of a creator who uses dynamic animated captions is Alex Hormozi.

2. Vertical and Square Videos Take Center Stage

Horizontal videos are a thing of the past. In 2023, vertical videos have emerged as the top choice for content creators. Their popularity is driven by their natural fit for mobile devices, the primary platform for video consumption. Square videos are also preferred for short-form content, seamlessly fitting various social media platforms.

3. Embrace the Organic and Casual Style

Audiences crave authenticity. In 2023, the trend leans towards organic and casual-style videos where creators speak directly to the camera. Authenticity resonates with viewers, building stronger connections and engagement.

4. Video Memes for Native Advertising

Video memes are a creative way to promote products or services in 2023. Using trending audio and templates from platforms like CapCut, you can create ads that blend seamlessly with native content, increasing the chances of your message being well-received and shared.

5. Shorter is Better: Keep It Under 1 Minute

Attention spans are shrinking in the fast-paced world of digital media. To ensure your content is consumed in its entirety, aim to keep videos under 1 minute. Shorter videos are more shareable and retain viewer attention from start to finish.

Honorable Mention: Going Live

Live streaming remains a powerful engagement tool. It fosters real-time interaction, community, and immediacy. Incorporate live sessions into your content strategy for a deeper connection with your audience.

Extra Tips and Tricks:

Posting Frequency

Consistency is key. Determine a posting schedule that aligns with your resources and audience expectations. Consider daily Story uploads, linking back to your website or sales page for maximum impact.

Content Focus

Deliver value to your audience, whether it’s entertainment, education, or inspiration. Ensure your video provides something meaningful to your viewers.

Don’t Forget Stories

Stories are essential on social media platforms. Utilize this feature for behind-the-scenes glimpses, quick updates, and sharing user-generated content (UGC) to keep your audience engaged throughout the day.

Leverage User-Generated Content (UGC)

Encourage your audience to create content related to your brand or product. Reposting UGC builds community and showcases your product in real-life scenarios.

Recommended Tools: CapCut and Opus Clip

CapCut and Opus Clip are fantastic tools for adding creative elements to your videos, from animated captions to meme templates. They simplify the process of making your videos stand out.

Staying up-to-date with video trends is crucial for anyone involved in digital content creation. Whether you’re a seasoned creator or just starting, incorporating these trends into your video strategy can help you stay relevant, engage your audience, and make a lasting impact in the digital world of 2023. Embrace these trends to elevate your video content to the next level!

Key Facebook Ad Metrics for Event Managers

header image that says "key facebook ad metrics for event managers"

Event managers shoulder the immense responsibility of orchestrating flawless events, from dazzling concerts to high-stakes business conferences. We understand the importance of every filled seat and every smiling face in the audience. That’s why we’ve embarked on an in-depth journey into the ultimate guide on ‘Key Facebook Ad Metrics for Event Managers.’ We believe that your event’s potential is boundless when you harness the power of data.

In today’s digital marketing era, Facebook has emerged as a game-changer for event promotion. However, it’s not just about launching ads; it’s about comprehending and effectively utilizing Facebook ad metrics to set the stage for triumph.

Over the coming weeks, we’ll delve deeper into these metrics. For now, let’s start with an introduction (or a refresher) on the metrics that should be tracked and analyzed to ensure the success of your digital marketing efforts.

The Significance of Metrics

Key Facebook ad metrics play a pivotal role in event promotion by providing event managers with the data and insights they need to make informed decisions, optimize their advertising efforts, and maximize the success of their events.

Ad Tracking: What It Is & How to Do It

These metrics offer a clear view of the return on investment (ROI) for your ad campaigns. They allow you to calculate the revenue generated or event attendance achieved for each dollar invested in advertising. This insight is indispensable for evaluating the financial success of your event promotion efforts.

Instead of relying on intuition or guesswork, event managers can base their decisions on concrete data and insights, leading to more effective and efficient advertising strategies.

An Overview of Key Metrics:

  1. Click-Through Rate (CTR): CTR represents the percentage of individuals who clicked on your ad after seeing it. A high CTR indicates that your ad is engaging and is driving interest in your event.
  2. Link Clicks: This metric tracks the number of times people clicked on a link in your ad, directing them to your event’s landing page. A high number of link clicks signals strong interest in your event.
  3. Landing Page Views: Landing page views count the number of times your landing page was loaded and viewed by users, a critical step in the conversion process.
  4. Conversion Rate: The conversion rate measures the percentage of individuals who took a desired action after clicking on your ad, such as event registration or ticket purchase.
  5. Cost per Click (CPC): CPC represents the cost for each click on your ad, crucial for managing advertising costs while achieving desired results.
  6. Ad Impressions: Impressions indicate the total number of times your ad was displayed, providing insights into the reach and visibility of your ad campaign.
  7. Return on Ad Spend (ROAS): ROAS compares the revenue generated from your ads to the amount spent, directly indicating the financial success of your ad campaigns.
  8. Cost Per Result: This metric quantifies the cost associated with achieving specific results in your ad campaign, allowing you to measure your investment for each successful outcome.

The importance of key Facebook ad metrics for event managers cannot be overstated. These metrics are not just numbers; they are powerful tools that can make or break your event advertising campaigns.

We encourage event managers to apply the insights gained from this guide to their upcoming event advertising campaigns, regardless of the scale of the event. Monitoring and analyzing Facebook ad metrics can be the key to achieving your event objectives.

Stay tuned to our blog as we continue the ‘Metrics that Matter’ series. In future segments, we will delve deeper into event management, providing additional valuable insights, tips, and strategies to enhance your event planning and execution.

Thank you for reading, and here’s to your future success in event management!

Why Your Launch Failed (And How To Fix It)

Launch failed

Your Launch Failed, Now What?

Wouldn’t it be nice if just creating a valuable product was enough to make digital sales? What if your recent launch failed?

That would mean that all of your knowledge and experience could go to use helping those who need it most. It would also mean that the best-selling products were also always the best quality.

Unfortunately, it isn’t quite that simple.

But there is one key factor that will help you skyrocket sales. And once you have this asset, your marketing will become more cost effective, your conversion rates will increase, and you’ll sell your products like hotcakes.

That one factor? The attention of a targeted audience. An inattentive audience is often the cause of why your launch failed.

As Gary Vaynerchuck put it during Synergy Global Forum 2017:

There’s only one currency. It’s not called Bitcoin, it’s not Etherium. There’s only one currency. My friends, that currency, is attention.

Attention is certainly a valuable asset for any digital marketer to hold in his back pocket. But where many people go wrong is thinking they can quickly buy up attention whenever they want it. As if such a valuable thing is so easily bought.

But it’s not bought. It’s earned (at least, the type that will return results over the long run).

Keep reading to find out why the “quick fix” strategy won’t work and what to do instead, in order  to greatly increase your chances of success.

Why Short-Term Strategies Don’t Work

Sure, you can run paid advertisements whenever you’d like. In fact, you could get one up and running within the next hour if you’d like (this Facebook Ad checklist will help you walk through the steps).

But will it work?

Paying for ad placement is not the same as getting results.

The problem with the “quick fix” strategy is that your audience sees you as a complete stranger. You’re not a “friend” on social, you’re not an influencer, and you’re not someone to trust.

At least, not yet.

This is why conversion ads that ask for a sale typically don’t perform well if they aren’t supported by a larger and more comprehensive Facebook marketing strategy.

Instead of focusing only on sales this week, we actually want to use a strategy that will continually build your audience and simultaneously convert prospects to customers at a lower cost.

How do we do that?

Gary Vaynerchuck has it right again when he says…

“Give value. Give value, Give value. And then ask for business.”

Invest In Your Audience

Rather than just popping into the feed with an offer, try investing in your audience instead.

There is no shortcut. The truth is, building up an audience who knows, likes, and trusts you takes time.

Consider this…

Just as you wouldn’t expect to meet someone in the coffee shop and instantly invite them to take a long camping trip with you, neither would you invite a cold prospect (a stranger!) to invest thousands of dollars and 6 weeks of their lives on your digital course.

Your ask needs to match your current relationship (in business, online, and in real life).

And this takes an investment of both time (consistency) and money (ad spend).

As you consistently show up in the newsfeed with valuable content for your audience, you’ll become a trusted authority. They may even see you as a friend.

Then, it’s time to ask for the sale.

How To Focus On Building A Solid Audience

So, let’s get to work.

This post will give you some ideas on what you could promote to build up a relationship with your audience, but we’ll touch on the basic strategy here.

First, show up consistently.

Just as you wouldn’t canvas all of your social media platforms with sale offer after sale offer, neither should you promote sale after sale via advertising.

Second, get creative.

Experiment with video, images, blog posts, podcasts, and testimonials. See where you get positive engagement and shares.

Finally, keep it fresh.

Rotate content regularly so there is always something being promoted. This will ensure that your audience doesn’t only see you one time and then never again. For example, promote a blog for a week, then switch it out for your next blog and be sure to promote the new post to people who have engaged with your previous post. This way, you’re staying top of mind.

Of course, there is always a time and a place to ask for the sale.

Start investing in your audience today, and that time will come in the very near future. You will no longer have to wonder why your launch failed.

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:


5 Unique Ideas For Growing Your List Using Facebook Ads (That Your Audience Will Love)

Growing Your List

Growing your list, for the brands who are a little too “hip” for white papers, reports, and webinars… 

We’ve got your back.

We’ve put together a go-to list for unique, out-of-the-box ideas for attracting prospects and turning them into leads using Facebook Ads.

Don’t get me wrong. Webinars, case studies, and reports all work well as lead magnets. But you won’t find those on this list.

This collection is for brands who want to spice things up!

We’ve seen all of these ideas work for our clients (plus, they’re all a lot of fun).

But before we jump in, let’s cover a few basic Facebook ad principles to help you get the best results for growing your list from whichever idea you put into action.

First, it’s important to understand that warm audiences convert better than cold. So, when asking for something from your audience (even an email address or other personal information), you’ll find that those who have interacted with you before will be more likely to exchange information or money for something they perceive as valuable than someone who has never heard of your brand before.

For that reason, you can think of these ideas as a middle milestone for your prospects.

Use these ideas to move colder prospects closer to a sale by inviting them to engage with your brand at a higher level… one that requires more commitment on their part.

They’ll need to exchange some information for the offering, but these offerings also might require some time on their part to really implement. So, they’ll typically work better with audiences who have had some exposure to your brand already.

And they’ll help cold prospects become warm prospects, so you can more easily market to them in the future when you’re ready to ask for a monetary exchange for a product or service.

Ok, back to the ideas!

The following are 5 unique ideas for growing your list using Facebook Ads.

Growing Your List - Timely Checklists: 

If you’re ever at a loss for what to promote, just take a look at the calendar.

Seasons, holidays and industry events could all serve as inspiration for a unique lead magnet or promotion.

We’ve seen good results using seasonal, holiday or other “timely” checklists.

Is there something your prospects should do around back to school or Halloween time? Can you help them get prepared for an upcoming industry conference?

When the season, holiday or event is on your prospects mind, it’s easier to enter the conversation with a helpful checklist (and it’s easier to get your prospects to share since the event is already on their mind).

Here’s an example of a holiday specific checklist that will help in growing your list. In this instance, warm audiences performed better, resulting in 329 leads at a total of $3.86 per lead. 

Note: remember to test different audiences, images and copy! All of the campaigns in the previous example made the same offer, but some performed significantly better than others.


Can you create an experience for your audience and help them walk through a challenge, each step of the way?

Consider putting together a digital kit to help them achieve a small goal.

Try meal plans, lesson plans or planning pages.

These kits could include a plan to follow for a day, a week or a month. It’s a good way to help the audience engage deeply with your brand and develop habits that they’ll want to continue (with your help).


Giveaways can get people talking about your brand and sharing the opportunity with their friends.

This is also a good way to develop a targeted list of people who are interested in a specific product, which means you can market that product to them again later on using Facebook’s retargeting options to show your ads to people who visited the giveaway page!

Ask the Expert

Are there questions that your audience asks over and over? Do they feel awkward asking in a public forum or on your social media pages?

Ask The Expert campaigns send prospects to Messenger where they get to ask you anything they want.

This is a nice way to engage with prospects on a personal level, but you can also create a process for responding where you’re sending prospects to blog posts, downloads or other goodies to get them closer to becoming leads.


Why not create a challenge to inspire your audience to take action and reach a goal?

Run the challenge inside their inbox or right inside a Facebook group.

Make it fun with videos or live streams. Invite everyone to interact inside the group for added engagement!

So there you go…

5 unique ideas for growing your list using Facebook ads. 

Which one do you think your audience will love the most?

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:


7 Signs It’s Time To Try Facebook Ads

7 Signs It’s Time To Try Facebook Ads

Do you know the signs that it’s time to try Facebook ads?

"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."

- David Ogilvy

In the last 20 years, the internet has made just about everything infinitely easier.

From ordering food to finding a date to seeing a doctor, consumers can access virtually any product or service they desire with unprecedented ease and convenience.

Conversely, the same is true on the business side.

Creating a product or service and offering it up to the right people has never been simpler.

But selling that product or service… that’s a bit more challenging.

As it has become easier and easier to make offers online, the competition has gotten fierce.

For many businesses, social media advertising is a viable solution and could lead to some impressive results (as long as you’re following the right strategy).

But is it for you? Let’s find out.

Following are 7 signs that you should be running ads on Facebook.

#1: It takes your customers more than one visit to make a buying decision

Most businesses fall into this category. People typically won’t make a purchase the very first time they are exposed to a product or brand. This isn’t true in all cases, but consider this… how likely would you be to drop $50,000 on a car you’ve never heard of or seen before?

Sure, that’s a big purchase…

But work your way down. Are you more likely to spend $20,000 on an unknown brand? $5,000? What about just $500?

Even smaller purchases requires a level of trust that is difficult to establish on the first touch.

Facebook Ads makes it easy to keep in touch with people who have visited your page, checked out products, or even who have abandoned their cart.

You may not have turned them into a customer the first time they stumbled across your site, but with a strategic campaign that nurtures and moves them along the customer journey, you’re more likely to turn that prospect into a customer at some point down the line than if they never run into your brand online again.

#2: Customers Can Easily Purchases Online

The less friction between seeing an ad and the customer getting what he or she wants, the better chance they will take action.

For example, it’s easier for most customers to enter their information online once they decide to make a purchase than it is for them to pick up the phone and order via an inbound call center.

Although this isn’t a hard and fast rule (we have clients who run local services who require customers to call or stop by), it helps.

(If you're interested in promoting a local store on Facebook, check out this post for more ideas).

#3 Your Business Is Scalable

If you’re able to service more customers without greatly increasing your costs, you may be a good candidate to try Facebook ads.

That’s because it’s possible to increase your profits while advertising without having to increase costs per goods sold.

For example, if you sell a digital product that won’t run out of stock, and if an influx of customers won’t strain your current team, you can scale your business using advertising and still maintain the same (or greater) profit margin.

#4 You Want To Target a Specific Niche? Try Facebook Ads

Facebook makes it easy to target a very specific avatar. If you know that your ideal customer falls within specific demographics, it only takes a few clicks to find them and show them timely messages.

The better you know your avatar, the better you can target them. Do you want to reach customers in the greater New York area who are between the ages of 25-55? Easy.

Want to target moms living in the U.S. who have children in grade school? You can do that too.

Whoever you want to reach, you can find them on Facebook, giving you a great reason to try Facebook ads

#5 It’s Time To Build An Audience

Facebook advertising is a great way to build an audience. If you are gearing up for a launch, an event, or otherwise want to build up an audience that is familiar with your brand, try Facebook ads; they can work for you.

Besides running ads to drive traffic to a sales page, ads can be used for a number of reasons. Try Facebook ads for building an audience using native video, or sending traffic to content on your website. Or, boost social posts to stay front of mind.

#6 You Have a High Converting Landing Page

If you have a landing page that converts well, why not send over more traffic?

If you try Facebook ads, they can give a quick boost of traffic that would otherwise be difficult to get organically.

If more targeted leads will lead to more customer conversions, you may benefit from paid ads. However, be careful. Simply sending traffic to a page that isn’t converting well won’t do any good.

Check out this article for more tips on optimizing your landing page for ad traffic.

# 7 When the Lifetime Value of A Customer Is Higher Than Advertising Costs- It's Time To Try Facebook ads

When deciding if paid ads will work for you or not, the bottom line is… is this good for business?

To answer that, it’s important to consider the lifetime value of a customer.

Calculate the profit on the initial sale, but also consider future sales.

Because you experience an acquisition cost every time you acquire a new customer, but pay significantly less (or virtually nothing) to sell to the repeat customers, it makes more sense to try Facebook ads when you can continue to sell to that same customer for a long time to come.

If the expected lifetime value is higher than what you’ll pay to turn that prospect into a customer, it’s worth it!

So… are you ready to try Facebook ads? If any of these 7 signs resonated with you, it’s worth taking a look! 

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:


5 Ways to Promote Your Local Business Using Facebook Ads

Ways to promote your local business

Have a brick and mortar business but don’t want to miss out on the benefits of digital advertising? Are you interested in ways to promote your local business?

No problem.

This post is for the restaurants, dentists, chiropractors, home painters, hair salons, and local boutiques who want to run ads but aren’t always sure what to advertise.

Because once you know what to advertise, things can start to change for the better…

Local businesses can easily use Facebook ads to drive traffic (web and foot) to their business, get new customers, and stay front of mind in a crowded market (and there’s no sign of the potential slowing down anytime soon).

A local business might even have an advantage.

Unlike national or international companies who can target their audience in any location, a local business has an advantage in it can create hyper-specific targeting to find new and existing customers.

There are great ways to promote your local business and attract the perfect customers, because Facebook can target users based on a number of criteria that isn’t possible using traditional advertising (like radio, television, newspaper, or billboards).

The location targeting can get very specific.

Besides just selecting a country, state, or city, advertisers can even select a specific address and create a geo field. It looks like this:

Now, Facebook will only serve ads to users within a specific location. In this case, it’s a 15-mile radius around the business.

Think of it as a digital billboard positioned right where they’re paying attention the most. It pops up right onto your ideal customers’ screens while they’re sitting at home, scrolling their phone at work, or heading out of the movie theater across the street.

Beyond filtering for location, you can still set other criteria for who will see the ad and additional ways to promote your local business.

Narrow down by age, gender, language, interests, others they follow on Facebook, and more.

Now that we have our audience ready to go, it’s time to create some ads. Here is a list of 5 ways to promote your local business on Facebook that you can start using right away.

Ways to promote your local business:

  1. Likes Campaign

Lots of potential customers might see your ad, or see you in the neighborhood. But, they won’t always become customers right away (in fact, most won’t).

“Liking” a page is a way they can stay in touch without giving away any of their personal information and without making a purchase. It lets a customer feel out a business before making a buying decision.

How does that help you?

Typically, it’s much less expensive and much more effective to advertise to an existing audience than to convert a completely cold prospect. Asking for likes is an ongoing process. As people begin to interact more with your page, you’ll be able to monetize this audience and turn them into paying customers.

2. Video Views

Video is a great way to spread the message. Not only do users share video organically more often than text-only posts, but video is also a great way to build trust with potential customers.

There’s no need to feel intimidated. Simply set up a camera (or even a smartphone) and start talking! Videos can be short (even thirty seconds will do) and focus on just one topic.

[Side note: Digital Marketer offers a free comprehensive guide to video equipment that you can view and download here.]

Try offering relevant tips, giving a behind-the-scenes tour, speaking about a cause that your brand is passionate about, or telling customer stories.

3. Awareness Ads

Is there something about your business you wish the community knew? Maybe you’re open late on Fridays, or maybe all new customers get a complimentary bonus for coming in. Whatever it is, let the community know by getting the word out there in a Facebook ad.

This is a simple ad to do because it doesn’t require a lot of preparation. Just create text, choose an image, and link back to the homepage (or another page on your website if there is a better fit).

4. Events

If there’s a date or event coming up that is relevant to your business, it might be worth promoting.

Don’t have anything coming up? Look for events in the community and think how your business could fit in.

For example, a hair salon could run an updo special during prom season. Or a house painting company could offer a special before the summer BBQ season starts.

Get creative. There’s always something happening!

5. Holidays

Similar to events, holidays are great ways to get in front of an audience. Run a sale or simply wish your audience a happy holiday (and stay front of mind). Or, choose to make a more creative and relevant video to correspond with the day.

If you weren’t sure what to put in your ads before, you should have 5 ways to promote your local business to incorporate into your ad strategy now. But these are far from the only ideas. Look for an upcoming post with additional ways to promote your local business.

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:



Wait… You’re Still Not Posting Videos on Facebook?

Posting videos on facebook

Social media videos, specifically videos on Facebook… it’s all the rage in 2018.

No doubt, you’ve heard marketers sing its praises for years now. So… what’s stopping you from utilizing videos on Facebook as an effective piece of your marketing puzzle?

Maybe you already have a general idea that video is the way to go, but aren’t clear on the how or why…

We’re going to break it down for you in this article as we dive into why posting videos on Facebook for your marketing strategy is a no-brainer and how you can fit it into your current marketing strategy.

And don’t worry, you don’t need to produce a viral video to make a healthy return on your investment. We’re going to show you how to get maximum reach just by using short, authentic videos that speak to your ideal audience.

A few short videos can quickly build trust with your audience, reach a large number of people within a short period of time, and, most importantly, help you convert Facebook users into customers.

The reason this works so well is simple, audiences love video.

Audiences Want Videos on Facebook

It’s no secret that audiences are choosing video more and more as their primary form of content.

Forbes reported more than 500 million people watch video on Facebook every day.

When people watch video, they share. Social users share video up to 1200% more often than they do text posts.

And when that video does get shared, it will have a greater impact on the audience than text-only posts.

That’s because where video really shines is by building relationships with audiences. Unlike text, video provides a rich, multimedia experience that allows your audience to connect at a deep, emotional level.

It’s also easy to increase reach via paid promotion. Videos uploaded as native Facebook content can usually be promoted for less than $.05 per video.

The bottom line: if you want your audience to see your content, try video.

How to Monetize Videos on Facebook

We regularly use video as part of a healthy Facebook marketing ad strategy for our clients. That’s because we’re able to use video as a monetization strategy. It’s all about building up your ideal audience.  

Here’s how…

First, create videos that provide value for your audience. Think short how-tos, tips, or other insights your audience might like.

This Inc. article summarizes how to best use your videos on Facebook to build trust and happy brand advocates, but the key takeaway is to create authentic, on-brand videos.

Next, upload the videos to Facebook. You’ll want these videos uploaded to the platform as native content rather than linking to a video hosted elsewhere.

You can upload the video to your page as a video post, then boost it for extended reach.

Or, you jump right inside Power Editor and create a campaign specifically for your video views.

Create a “Video View” campaign. This will show the videos to your audience inside Facebook.

Then, create the Ad Set.

Quick note on audiences: You can show the videos to a cold audience who hasn’t interacted with you before. This is a great way to introduce your brand to potential future clients.

Or, show the videos to a warm audience who has interacted with your page, joined your email list, watched previous videos, or visited your website. This is a great way to strengthen brand identity, build trust, and educate future customers to move them closer to a sale.

Next, create the ad.

Pro tip: Use the “thumbnail and captions” button to choose an appealing video thumbnail and generate captions (review the captions before publishing, the automatic generator isn’t 100% accurate). Many people watch videos without sound, so captions help drive home your message even if they don’t tap to turn on the sound.

Finally, it’s time to utilize this audience.

After your videos run for a little while, you’ll have built up a warm audience who recognizes and trusts your brand. Because warm audiences are more likely to make a purchase than cold audiences, people who have watched your videos are the perfect people to show offers to.

To do this, you’ll need to create an audience and populate it with people who have watched your videos on Facebook.

This post will help you get your audiences setup: 3 Ways to Target Your Ideal Audience via Facebook Ads

Then, simply create a new campaign.

This time, create a conversion campaign with the goal of driving traffic back to a landing page.  

Choose to show this campaign to people who have watched your video.

Your audience will be much more receptive of the offer after watching those great videos you’ve posted!

There you go, you’re all set to incorporate videos on Facebook into your existing marketing strategy. Shoot a few videos and get started. The sooner you begin to build that warm audience, the sooner you can start moving prospects over to your landing pages!

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:


How to Promote A Webinar Using Facebook Ads


Can Facebook advertising help your webinar audience grow?

Many businesses love a webinar as a way to add value, nurture prospects and close sales. 

Webinars work well... as long as you can drive traffic to the webinar.

Facebook ads are a great way to get prospects over to the presentation. If done right, ads can be very cost effective, making the webinar a profitable promotion.

However, if done incorrectly, the cost per lead could skyrocket, leading to taking a loss on the webinar.

Let’s dive into Marigold’s proven strategy for promoting these events using Facebook ads.

Phase 1: Build A Webinar Audience

This first step is an often overlooked, but very important step.

We’ve already explained that warm audiences covert at a higher rate and for a lower cost, than cold audiences do.

So, if you market your webinar to a warm audience, you’ll pay less and get more signups than if you market to a cold audience.

Start this phase early. Building a warm audience is an ongoing process. It’s like building an email list, or website traffic… you shouldn’t wait until you have something to sell to get started.

The ads sent out in this phase don’t need a call to action or an “ask.” Instead, lead the readers to blog posts, videos, podcasts, interviews, or just Facebook posts that your audience will enjoy and get value from.

Phase 2: Send Traffic To A Webinar Landing Page

Now that there’s a warm audience in place, it’s time to send out the opt-in offer.

The ads in this phase will drive traffic to the landing page. We’ve found that sticking to the basic ad format (text with one image) works well to entice a click and ultimately get conversions.

Unlike the ads in phase 1, these ads should include a call to action. The goal is to get the prospects over to the landing page and excited to sign up for the training.

Best Practices:

It’s always best to test, but here is what we suggest for best results.

First, always test multiple ad images. Choose images that stand out in the news feed and include text that is easy to read. Select a strong font that can be seen easily on both mobile and desktop.

[Here’s a quick article on how to create high converting images, even if you’re not a designer.]

Next, keep headlines short (4-6 words work well). Headlines should clearly state the benefit that the user will get from signing up.

To appeal to a variety of people, include a link in the body of the text. This way, readers can click on that link, or on the ad image itself.

Keep the call to action clear but friendly. We’ve found the “learn more” button to work well and not sound too demanding or committal.

Phase 3: Send Traffic to Sales Page

Assuming there is an offering at the end of the webinar, you’ll want to continue to drive traffic back to the sales page.

That is the goal of phase 3.

Through targeting, you can choose to show these ads only to those who have attended the webinar, or a wider audience.

Best Practices:

Like phase 2, create an ad with text and one image to drive traffic back to the sales page.

Create a clear call to action. Use images and copy similar to that used in phase 2 with some slight changes so the ads stand out.

Natural urgency (such as “doors closing at midnight” or “offer ends in 48 hours”) helps push those on the fence over the edge.

A large portion of sales typically comes toward the end of the campaign, right before the deadline. Don’t be afraid to create ads that specifically focus on this urgency and run them only at the appropriate time (example, ads that mention ending in 3 days, 2 days, tonight, etc.).

That’s it!

You’re all set to create a warm audience, drive traffic to the webinar registration page, and later to the sales page.

Remember, start building the warm audience early! A large warm pool of prospects will help get your webinar (and any future promotion) off to a great start!

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:


Marigold Marketing Group | Facebook Advertising