The Jewelry brand approached us with a pressing issue: their Facebook ads weren’t generating their target Return On Ad Spend (ROAS) of 3.5. With a high frequency of creative output, they were eager to optimize and leverage these assets more effectively.
The initial challenge was two fold:
• Despite spending a significant amount of money on Facebook campaigns, the brand was unable to scale their efforts due to the lack of desired increase in sales or return on ad spend (ROAS) of 2.5
• The brand had a highly proficient in-house creative production team that worked fast and efficiently to produce new creatives every 2 weeks. However, the biggest challenge was to determine the most effective way to utilize these assets to enhance their advertising results.
Our team undertook a rigorous audit and observed:
• The variety and diversity in ad content was restricted. Instead of trying out a range of ad designs, messages, and visual elements to see which ones resonated most with viewers, there seemed to be a tendency to stick to a few formats or themes.
• While analyzing the audience targeting strategies, we noticed that the ads were predominantly directed at a particular demographic or group. This approach overlooked the vast potential of other audience segments. For instance, lookalike audiences, which are users similar to the brand's existing customers, were not being targeted. Similarly, broad targeting, which casts a wider net to reach a diverse audience, and interest-based audiences, which target users based on their interests and behaviors, were also underutilized.
• Another significant observation was the reduction in the advertising budget. The amount of money the client allocated to their ad accounts had seen a substantial decline. This could be a result of the challenges faced in the previous points, leading to a lack of confidence in the platform's ability to deliver desired results.
• We suggested to the client that a portion of their advertising budget should be specifically allocated towards testing new ad designs, messages, and visuals. This approach would not only provide insights into effective ad content but also potentially improve engagement rates and conversions.
• Instead of spreading the advertising efforts thinly across various products, we decided to focus on the ones that had historically performed well. By pushing these top-performing products in the campaigns, we aimed to capitalize on their existing popularity and appeal. This strategy was not about reinventing the wheel but leveraging what already worked.
• The emphasis on top-performing products, combined with the fresh, tested creatives, set the stage for a more positive ROAS.
Understanding that ROAS might not always reflect the true health of marketing efforts:
• We introduced the concept of MER (Marketing Efficiency Ratio) to the client. MER offers a more holistic view of the relationship between total marketing spend against total revenue.
• A blessing in disguise, Q4 allowed us to leverage holiday shopping momentum. We strategically promoted products with the highest conversion rates while simultaneously doubling down on creative tests.
Recognizing the untapped potential in the brand’s monthly photoshoots:
• Instead of relying solely on raw images, we transformed them into compelling ads by incorporating different variations of creative texts and making them available in various formats to cater to different ad placements and audience preferences.
• This strategic move skyrocketed the daily ad spend from $1k to a whopping $10k. The outcome? Q4 of 2021 recorded a performance 30% stronger than 2020.
• Winning creatives were then identified, focusing on two top-performing products. This approach elevated the Average Order Value (AOV), signaling higher revenue from individual transactions.
On analyzing various revenue streams:
• We identified that there was a significant opportunity to boost revenue through inbound marketing, specifically via email marketing as it presented a chance for further growth.
• We enhanced their automated email flows, which are the sequences of emails sent to subscribers or customers based on specific triggers or actions. Additionally, we revamped the individual email campaigns, ensuring that each email was tailored to its purpose, whether it was promotional, informational, or transactional.
• To ensure that the revised email content was effective, we employed A/B testing, which included various elements of the emails, from the messaging and subject lines to the designs and call-to-action buttons.
• Another area of focus was the design of pop-ups on the website, which are crucial for growing the email list. By making the pop-up more visually appealing and user-friendly, within just the first two weeks, we noticed a 50% increase in the rate at which visitors submitted the forms.
With the dawn of 2022:
• We noticed an uplift in click-through rates and revenue per recipient, resulting in an impressive 40% revenue surge.
• However, our ROAS dipped, and we counteracted it by designing and testing diverse landing pages.
• One such page was an 'educational landing page', showing the advantages of our product and its impact on the user's life.
• Another took a visually appealing approach, leveraging captivating product imagery to showcase its aesthetic value and potential fashion enhancement.
• After rigorous testing, we discovered that educational landing pages had a 35% better conversion rate.
In collaboration with the brand:
• We developed various creatives, from mashup videos integrating User Generated Content (UGC) to showcasing products in real-life settings.
• A series of tests across ad formats, from carousels to video ads, pinpointed long-card carousels as the most effective for this brand.
• After analyzing this, we designed and tested several carousels that demonstrated the benefits of the product and how to use it correctly. As a result, we were able to identify two winning creatives on which we spent $50,000 each over a two-month period and generated more than 2.5 ROAS.
By August 2022, the synergy of Email, SMS, and Facebook ads campaigns culminated in a 40% revenue boost. This success:
• Earned us the privilege to manage the brand's Google ad account.
• Prompted aggressive scaling of branded campaigns.
• Multi-platform retargeting efforts enhanced customer acquisition and retention by 20% in September.
Capitalizing on Year-End Momentum:
• Utilized insights from exhaustive A/B tests to design optimal email templates.
• Developed a strategic plan for promoting select videos, images, and products during Q4.
• Emphasizing a gifting angle in ad copies during the holiday season yielded a performance that outpaced other ads by 40%.
• Even though the ecommerce industry saw a stagnation in their revenue post-covid in the year 2022, we were able to increase their revenue by 20%.
• A complete website revamp by the client led to multiple broken links, adversely affecting conversion rates.
• Immediate measures were taken to update email flows and rectify ad links.
• A thorough audit identified website errors, and once rectified, conversions witnessed a marked improvement.
• We kept the client in the loop with frequent updates, ensuring we were all on the same page regarding goals and progress.
• As our fixes took effect, we saw a clear and promising uptick in conversion rates, signaling a return to form for the brand online.
• The joint effort and positive trends have us optimistic that 2023 will close as a strong, successful year for the brand’s digital presence.
Throughout our collaboration with the lifestyle brand, we embarked on a transformative journey to enhance their digital presence. Initially, the brand faced challenges with its Facebook ROAS, prompting us to dive deep and identify key bottlenecks.
To address this, we discovered that limited audience testing and inconsistent spending habits were the core issues. Our multi-pronged approach spanned from refining their advertising strategies to leveraging the rich assets from their monthly photoshoots. We introduced a more holistic MER metric, optimized email campaigns, conducted rigorous A/B testing, innovated with landing page designs, and diversified creative content. By integrating platforms and strategically capitalizing on holiday surges, we ensured consistent growth. Even when faced with hiccups, like the website revamp issues in 2023, our team acted swiftly to rectify and maintain momentum. As a result of our sustained efforts and adaptive strategies, the brand is on track for a promising digital outlook by the end of 2023.
Our collaboration highlights the importance of proactive partnership and innovative problem-solving in digital marketing, laying a robust foundation for future growth.
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