Strategies for Scaling Saree Campaigns: Navigating ROAS Challenges and Choosing the Right Approach

In Digital Marketing, scaling campaigns while maintaining a healthy Return on Ad Spend (ROAS) is a common challenge, especially when promoting high-value products like premium sarees. Recently, I encountered this dilemma while managing an advertising project for a saree brand targeting customers in India, where price points range from ₹3000 to ₹5000.

The Core Challenge: Maintaining ROAS While Scaling

The client’s expectation is at least a 2.0 ROAS, but as we attempt to expand our campaigns, we notice a significant decline in ROAS. This phenomenon is typical—scaling often leads to audience saturation, increased competition, and diminishing returns, particularly in markets with price-sensitive consumers.

Current Campaign Strategy: Leveraging Advantage+ Campaigns

Our team has been utilizing Advantage+ campaigns, which leverage Facebook’s automation and Machine Learning to optimize ad delivery. While Advantage+ offers advantages such as simplified management and dynamic optimization, its effectiveness varies based on campaign objectives and audience nuances.

Key Questions and Considerations

1. Is Advantage+ the Optimal Approach for High-Value Product Campaigns?
   Advantage+ campaigns are generally effective for broader audience targeting and brands seeking automation. However, for niche, high-value product sales, more granular control—such as manual targeting, segmented audiences, and tailored creatives—might yield better ROAS preservation during scaling.

2. How to Scale Without Significantly Impacting ROAS?

3. Gradual Budget Increases: Incrementally raise budgets (e.g., 10-20% every few days) to allow the algorithm to adapt without disrupting performance.
4. Audience Segmentation: Focus on high-intent audiences, such as remarketing lists, custom audiences based on website visitors, or lookalike audiences built from high-value customers.
5. Creative Optimization: Test different creatives and messaging that emphasize value, quality, and exclusivity to justify the premium price.

6. Offer Promotions Strategically: Limited-time offers or bundle deals can boost conversion rates without heavily compromising ROAS.

7. Exploring Alternative Campaign Structures

8. Manual Campaigns with Defined Targeting: Instead of fully automated Advantage+ campaigns, utilize manual setups with well-researched audiences.
9. Product-Specific Campaigns: Create separate campaigns for different saree collections or price ranges to better control messaging and