For good ad performance, it is important to understand what impacts the ROAS of your campaign. This can include:
Audience Targeting
It is important to target a qualified audience with your ads in order to know that the consumer viewing your ad will actually be interested. If you don't target a specific audience or you fail to do it correctly, you could be driving up your CPC and putting your ROAS in the trash. When you fail to target the right audience for your brand, the users who would be interested won't see your ads.
To ensure you are targeting properly, be sure that you are bidding on keywords that your audience would search for. Note whether your target audience is searching short tail keywords or long tail keywords. Short tail keywords are usually made up of one or two words and they target a very broad audience, whereas long tail keywords are longer, more detailed phrases that target an ultra-specific audience. You will most likely pay more for short tail keywords since they target that wide range of users, and you'll typically pay exponentially less for long-tail keywords.
Landing Page Quality
Your landing page is the last make-or-break element of an ad. Users see this page last before converting, so you must make it engaging and exciting enough for them to stay consistently interested enough to convert. If you create landing pages that lack the necessary elements to entice a consumer or that don't offer a clear CTA, information about your product, or the product price, you can kiss a sale and an increased ROAS goodbye. It's crucial that you create landing pages that turn skeptical shoppers into loyal customers.