BRIEF

After the devastating effect of the March 2020 lockdown on their trade sales, the client was looking to move their marketing focus to online sales through their e-commerce shop, but was struggling to sustain consistent sales in-house using Facebook Ads.

I was tasked with creating an evergreen campaign that consistently achieved quality traffic, engagement and, most importantly, online sales.

METHOD

Using a funnel structure, I initially tested various cold audiences to see which users resonated most with their products. I blended this with a number of retargeting techniques to re-engage website visitors, video viewers, social engagers, email subscribers and past purchasers, to push them closer to transaction. I was also able to promote a valuable offer to those who had added to cart but did not purchase, to increase conversion rate at the very bottom of the funnel.

Being data driven, I used the client’s existing data to create and test various lookalike audiences which assist matching the user profile of previous customers or email database. I also set-up and used the Facebook Catalog to leverage automated retargeting of relevant products to interested users.

For the creative, I briefed the in-house designer on the best ad formats and content for each level of the funnel. The ads were optimised to showcase the clients strong brand identity, product USPs and added value at the appropriate stages of the funnel.

RESULTS

In the first two months of paid activity we achieved:

• Sales = 594
• Revenue = £24,647.24
• Ad spend = £3,637.78
• ROAS (Return on Ad Spend) = 6.78

In addition to this, the ads provided a wealth of engagement, with 213 comments and 173 shares, further extending reach.