Having a high ROAS goal may limit your ad spend and stop the account from growing.
After 100 clicks, we compare the performances of two ads. We build a new ad to compete against the winning one for another 100 clicks.
Wait a month or two (because you need to have good enough performance from one platform before testing new networks because it’s always an investment to start a new network and therefore a new learning period) and then launch a Facebook remarketing campaign.
A good remarketing strategy...
Sometimes when the budget is limited, having too many products in the shopping ads means the algorithm has trouble gathering conversion patterns in order to optimize because each conversion on each shopping ad/product is too spread out across the weeks/months, so the answer is to temporarily exclude products until the algorithm can get the hang of things. Then, with scale later on, those products' shopping ads can be re-included. Just because we exclude a product, doesn't mean it won't be purchased. It just means it might not work well as a shopping ad & the money could be better spent on other shopping ads to bring people to the site...but those people still might buy these products.
Doing this causes the algorithm to not be able to spend the full budget, and ultimately, causes us to fall behind spend and lose valuable time in the learning process, too.
Avoid sending hot leads to competitors and gain extra data for optimization opportunities.
To avoid limiting our ability to service the campaign. That means, our campaigns become more profitable as a percentage as you grow.