Scaling your advertising efforts often leads to the assumption that bigger budgets and high-end production are the keys to success. However, many businesses find themselves stuck in a cycle of expensive agency contracts and underwhelming results. If you’ve ever felt frustrated by low click-through rates (CTR) and lackluster return on ad spend (ROAS), you’re not alone.
In this post, we’ll explore a practical approach to creating effective video ads that can significantly improve your ROAS without breaking the bank.
Understanding the Problem
Many businesses invest heavily in creative agencies, believing that professional production will yield better results. However, this often leads to slow iterations and high costs. For instance, a company that spent $2,000 a month on Meta ads found their CTR stuck below 0.9% and their ROAS hovering around 1.1. This is not just a minor setback; it’s a clear indication that the traditional approach to scaling ads is flawed.
Why This Matters
When your advertising strategy is slow and expensive, it becomes nearly impossible to scale effectively. The longer it takes to produce and test ads, the more opportunities you miss. In a fast-paced digital landscape, agility is key. If you can’t adapt quickly, you risk falling behind your competitors.
A Simple Solution
Instead of relying on expensive agencies, consider a more agile approach. By scripting and shooting your video ads in-house, you can significantly reduce production time and costs. Here’s how to do it:
1. Script Your Ads
Use a simple structure for your video ads: Hook → Product Moment → Call to Action (CTA). This ensures that your message is clear and engaging.
2. Use Basic Equipment
Forget about high-end cameras. Use your iPhone and a tripod to shoot your videos. This not only saves money but also allows for quicker production.
3. Edit Efficiently
Utilize user-friendly editing apps like CapCut to add captions and make timing adjustments. This can be done in a matter of hours, not weeks.
4. Launch Quickly
Upload your videos directly to your ad platform with straightforward copy and headlines. The faster you launch, the quicker you can gather data and optimize.
Actionable Tips
- Set a clear goal for your video ads (e.g., increase CTR to 2% or lower CPA by 30%).
- Test multiple variations of your ads to see what resonates best with your audience.
- Monitor performance closely and be ready to pivot based on data.
- Engage with your audience through comments and feedback to refine your approach.
- Keep your production process lean to maintain agility.
By adopting this structure-first approach, businesses can see significant improvements in their advertising performance. In just 17 days, one company managed to boost their CTR to 2.3% and reduce their CPA by 41%. The best part? Their most effective ad cost only $14 to produce.
In conclusion, if you want to enhance your ROAS, consider simplifying your video ad production process. Focus on scripting, shooting, and editing efficiently to achieve better results without the hefty price tag.