Ad Boost
Facebook’s focus on providing the best experience for end-users is critical because it drives their engagement with ads and ultimately leads to higher revenue for businesses. This means that businesses must create ads that are engaging and relevant to the audience they are targeting.
While ROAS is a very popular metric, it is not the determinant of a “bad ad”. Instead, it is important to evaluate an ad’s impact on the blended cost per acquisition (CPA) of the business as a whole, taking into account all marketing channels. ROAS on the other hand is built on attribution, or determining which ad gets credit for a sale, which is a false premise for an actionable metric because it is based the last touchpoint in a long customer journey.
When analyzing the effectiveness of ads, it is also important to consider the funnel. The funnel refers to the stages of the customer journey, from awareness to purchase, and “bad ads” may actually be more effective at filling the funnel and generating low-hanging fruit for the business.
It is also important to note that constantly making changes to ad campaigns can hinder the machine learning process, ultimately making success more difficult to achieve. Rather than constantly turning off ads or adjusting budgets, businesses should learn to appreciate the value of ads that may initially appear to be “bad”. By evaluating ads based on their impact on blended CPA, businesses can optimize their ad campaigns for success.
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