BRIEF

Using Facebook Ads, the client wanted to build brand awareness of their online store and, in turn, increase the number of sales and product enquiries received online through a number of seasonal campaigns. This was made all the more pressing as the pandemic hit their retail store sales badly.  

METHOD

Accessing the client’s customer database, I was able to leverage a wealth of data to segment audiences by customer type and create Facebook lookalike audiences from the start. I was then able to brief the in-house designer to create specific ad creative to test various ad formats for each campaign.

Initially I started with traffic and video views campaign which showed traction immediately, highlighting the targeting and ad creative were working effectively. Using the results from these initial campaigns I was able to isolate the best performing ads and switch to conversion campaigns to use Facebook’s machine learning to optimise for specific website events.

At this point there was enough ad engagement and pixel data to introduce retargeting audiences, using different messaging and imagery to re-engage those who hadn’t purchased, highlighting further product/service benefits (warranty, credit facilities, award winning customer service).

At the bottom of the funnel, I had a lot of success using Dynamic Products Ads after setting up the extensive product catalog. These ads displayed the products that users had recently added to cart on the website, using carousel and collection ads. This was particularly important as high-end jewellery and watches are very considered purchases that require a number of timely and relevant touch points.

RESULTS

Last four months of results:

• Sales = 172
• Revenue = £348,709.50
• Ad spend = £10,360.71
• ROAS (Return on Ad Spend) = 33.66