Client: Beauty products retailer
Audience: Women 20-45
1. Everything the client had done in the past did not produce the desired results.
2. The data in the ad account couldn’t be used to build a long-term and effective customer acquisition and retention strategy.
3. High CPM. For the client, it meant spending more per each purchase.
In the case of this client, we had two points of leverage to leverage:
1. Available budget
2. Client’s established brand
What we did:
1. Restructured entire ad account and created a three-stage AIDA funnel
2. Within the campaigns, we used 3 ad formats: Video, Image, Carousel
3. Having able to drive the right people to the website we were then able to create great lookalike audiences to allow Facebook to do the hard work for us and find more of the right people.
Stage 1: Built a warm audience
We see a lot of e-commerce brands put a lot of hopes in top of their funnels, meaning they expect customers to convert on the first date. This type of thinking negatively affects their media buying decisions and puts their budgets at risk.
Most people hate being sold to, that’s why we created a set of ads that did two things: educated new audience about the brand and evoked curiosity.
Our ad copy and creatives primary objective was to re-introduce our client’s core USP which is the best products at an affordable price.
Luckily, we had enough of budget to also test enough of creatives which of course amplified our top of the funnel objective: get quality traffic so we could build quality lookalike audiences.
Initially, we thought one chosen demographic would’ve been the most engaged, so I went ahead and leveraged both interest and lookalike layers in different ad sets.
We got engagement but it wasn’t overwhelming. However, after adding on another demographic segment, we saw engagement going through the roof.
Stage 2: Implemented Dynamic& Collection Ads
While we used three formats of creatives with subtle branding in the top of the funnel, we leveraged both Dynamic Product Catalog and Collection Ads at the retargeting level.
Dynamic ads show products to the individual according to the catalogues that they have viewed and products that they have added to cart. It’s played especially well with this particular retail client as they had 30+ brands to promote in their store.
P.S. When leveraging dynamic ads you must install your Facebook Pixel correctly. Also, don’t forget to turn-off out of stock products.
Using Collection Ads not only doubled our CTR but it resulted in a higher ROAS for the individual Ad Set too.
At this funnels stage, the variety of creatives is imperative.
Stage 3: Retention & effective retargeting utilisation
In e-commerce, we generally battle with an abandon rate of 60-80%, so recovering those carts with a retargeting campaign is vital. Almost all businesses see the greatest results at their bottom of the funnel, so it was no surprise we did too.
To build the relevant funnel stages, we studied the traffic map and identified the following customer journey:
- Main Page
- Product Category
- Product Card
To manage the traffic effectively, we assigned each funnel step a separate ad set. We also performed all needed exclusions – each next audience group has been excluded from a previous one. So here is our final retargeting ad campaign structure:
- Main Page Visitors, excluding product category visitors.
- Product Category Visitors, excluding product card visitors.
- DPA: Dynamic Product Ads.
- Performed deep analysis to help identify the core issues and points of leverage
- Improved traffic and Ad account structure
- Implemented a customer acquisition strategy that helped to lower cost per purchase.
- Implemented a strong customer retention strategy.
Summary and results
We came to see that every campaign has its character, rhythm and dynamic – which also evolve. So treating each campaign as unique enabled us to do a much better job when optimising
The structure we’ve built let us scale, spend more on advertising and receive more from sales.
Here are final Facebook Ads results:
Amount spent: $11,804
Conversion value: $99,665.96
Website purchases: 1,088