3 Step Roadmap To Increasing ROAS & Scaling Ad Spend In Meta

How I helped a 7-figure DTC watch band brand increase their Meta ROAS by 44% in 75 days using this 3-Step framework:

Barton Watch Bands is a 7-figure watch band brand featured in Men’s Health, Fortune, and The New York Times Wirecutter. Their top-selling products include men’s watch bands for a wide range of traditional and smartwatches.

However, Barton Watch Bands wasn’t experiencing strong performance within their Meta ads account. Specifically, their ROAS wasn’t meeting their target goals. Prior to taking over the account, they were achieving a monthly average ROAS of 1.49. 

They lacked a simplified campaign structure, were not utilizing Advantage+ campaigns, were not testing diverse ad creative, including user-generated content, and lacked a process to review and optimize ad creative.

In 75 days, we helped Barton Watch Bands increase their ROAS by 44% while simultaneously scaling their ad spend by 248%.

Here’s how we accomplished this in 3 steps:

1. Simplified Campaign Structure:

Before taking over the ad account, there were 7 various campaigns, with one achieving a 30-day ROAS of only 0.7. Several key campaigns were missing, including Advantage+ and DABA for prospecting.

Regarding ad sets, there were no broad ad sets for prospecting, and the lookalike ad sets being used had unnecessary audience overlap.

Lastly, some ad sets had not exited the learning stage since the budget was spread across 7 campaigns and over 20 ad sets, greatly hindering the opportunity for profitable scaling.

Overall, their campaign structure was a mess, requiring a comprehensive update.

We consolidated their campaigns into the following structure:

1. Advantage+ Campaign:

   a. Existing customer audience set to a maximum of 20%

   b. Allocation of 70% of the total budget to this campaign

2. DPA for Dynamic Retargeting Campaign:

   a. Targeting 30-day website visitors and 180-day add-to-cart ad sets

   b. Allocation of 20% of the total budget to this campaign

   c. This campaign historically performed well so we included the retargeting campaign in this dynamic format. 

3. DABA for Dynamic Prospecting Campaign:

   a. Broad ad set targeting

   b. Allocation of 10% of the total budget to this campaign

   c. Later consolidated this feature into Advantage+ for greater optimization

2. Diverse Ad Creative Testing: 

Following the restructuring of our campaigns, our strategic focus shifted towards rigorous testing of diverse ad creatives. This included leveraging user-generated content, a critical component for optimizing performance.

Collaborating with 15 different influencers, the team curated over 15 user-generated assets. These assets encompassed a diverse array of creative concepts, such as:

• Testing various hooks

• Diverse asset lengths

• Demonstrations of the product in use

• Unboxing experiences

• Showcase of website navigation 

• Mashable-style videos

These assets ran in the Advantage+ Campaign, where we leveraged Meta's advanced AI to identify and convert the most suitable audience.

3. Ad Creative Review and Optimization:

We conducted a comprehensive analysis of the new creative to evaluate its performance. The following metrics were utilized:

• Hook Rate: 3-Second Views/Impressions

• Interest: Average Watch Time

• Desire: Click-Through Rate

• Action: ROAS

This approach allowed us to gain a thorough understanding of which assets were effective and why.

For instance, we scrutinized the performance of the following creative asset, outlining its success factors and proposing future optimization strategies:

Creative Name: UGC Armani

Performance Metrics (Last 30-Days):

• Impressions: 33,248

• 3-second video plays: 5,187

• 3-Second Views/Impressions: 15.6%

• Avg. Watch Time: 3 sec

• CTR: 0.19%

• ROAS: 3.07

Why It Works:

• The use of Mashable-style clips creates a dynamic and visually appealing video that sustains viewer engagement.

• The video effectively highlights the top value propositions of the product, fostering viewer intent.

• A compelling hook within the first 2 seconds captures viewers' attention immediately.

• Captions in the video convey crucial product information to viewers effectively.

Future Recommendation: It is advisable to limit the video length to under 20 seconds to maintain viewer attention. Additionally, continuing to produce videos in this style and experimenting with different value propositions will enable us to ascertain what resonates best with the target audience.

Analyzing both top-performing and low-performing assets in this method helped us make further creative optimizations and enhancements to drive stronger performance.

Within just 75 days, we consolidated and restructured the campaigns, deployed 15+ diverse user generated assets for creative testing, and established an ad creative review and optimization process.

As a result, Barton Watch Bands increased their ROAS by 44% from 1.49 to 2.14 while simultaneously increasing their ad spend by 248%

Overall, this 3-step framework helped Barton Watch Bands grow their revenue and scale ad spend profitably. 

TL;DR:

1. Ensure you have a consolidated campaign structure.

2. Deploy diverse user generated assets, testing different ad creative concepts and copy.

3. Develop an ad creative review process and optimization to help further increase performance.

4. The 3-step framework resulted in a 44% increase in ROAS.

Are you also a $1M-$10M DTC brand struggling to increase your ROAS on Meta? 

Book a call using the link below for a free analysis of your account and ad creative to see where you can improve 👇

Janky Patel