Black Friday/Cyber Monday
E-com Case Study
Skin Care/ Cosmetics
With this account in particular, they already have a somewhat large following.
So we knew as long as we hit the right people with the right offers it would be extremely successful.
We started the actual strategy for BFCM about a month and a half in advance. When it comes to the big main adjustments, we used more top of funnel type of ads and also allocated a larger portion of the budget to prospecting.
For the actual budget ratio, we typically go 70% prospecting and 30% retargeting. While prepping for this, we moved it to 90% prospecting and 10% retargeting. The main goal here was to bring in as many people to retarget during the biggest sales of the year in the most cost effective manner.
From a creative standpoint, we would give sneak peeks of the actual items that would be on sale to gauge the interest then once the time comes, we can retarget those engaged with that specific product with the offer they can’t refuse.
A large Issue during this time of year is the cost of ads going up and poor delivery due to FB being one big auction house. There are many large businesses who triple their ad spend budget during the 4th quarter so it becomes more competitive of a platform.
How it went: Overall, we had one of our best months in history for this account. We had a total spend of $2,619 with a total return of $41,833.
Prospecting: Spent $1,733 with a return of $33,882
Retargeting: Spent: $675 with a return of $7,508
With a great offer and an abundance of warm and cold audiences to test, we had the best November this business has ever had.
ACTUAL REPORT – CLICK HERE
Skin Care/ Cosmetics
Their main goal is Franchisee leads. These types of leads they are looking for are very high valued since they are looking for individuals to start their own franchise within the business.
Facebook is the main source of leads for this client. Being the large brand name they are, people resonated with the brand since it is so well known. But being a higher valued lead, Facebook makes it a little difficult to target these individuals. With the Traffic campaigns being the main source, they were also having an issue with the lead quality.
After working on the account, the main types of campaigns that were going on were Traffic campaigns to drive more site traffic.
They were using basic interest as well as a lookalike audience. Once I saw they only had 1 lookalike, I figured that would be a great area to expand on with the amount of data they are currently gathering to test new areas. Luckily the creative was A+ but the thing I really noticed is the quality of the traffic.
At this point in time, the client had about a 1.3% conversion rate for users who landed on their initial landing page.
Luckily for this account, we have multiple businesses we focus on for franchisee leads so I analyzed those accounts as well to see exactly where the strongest audiences there, and we incorporated those within the new audiences we were going to expand on.
The main goal here was to bring over the Traffic and turn them into Conversion campaigns.
When traffic is optimizing for link clicks only, we are able to take advantage of the data they currently have by using the conversion objective which ultimately matches up everyone who visited a specific landing page to find more people similar to them to take that specific action (fill out the lead form).
With Conversions campaigns being solely based off data, we had to build the data up which is why it was rolled out in phases.
With the main focus being transferring their Traffic campaigns to Conversions campaigns. We had to take it step by step in phases so we didn’t see a huge drop in leads due to the learning phase.
This involved testing different landing pages to optimize for which is where we found the thank-you page to be the most rewarding on the quality of traffic to the site.
While the overall volume was smaller, the quality of the individuals got way better substantially.
Once we found the audiences that worked the best and the Conversions campaigns were fully optimized, we started yielding higher cost per impressions which is normal in this scenario because we’re optimizing for the final event in the conversion cycle (get to the thank-you page after filling out a lead).
We slowly started moving the audiences 1 by 1 over to let them go through the learning phase to ultimately optimize and go on auto pilot once it catches traction.
When it comes to the comparison of how these campaigns side by side, the Conversions yielded substantially lower traffic, but the quality of these individuals were extremely high.
The new conversion rate for the conversion campaigns was 1.98% vs the traffic which was 1.32%. Another awesome factor in this is once we did start the Conversions campaigns, we saw the cost per lead slowly start dropping.
And the best part was, we were getting higher quality leads at this point. While our average cost per lead was in the $40 range while using Traffic, the new Conversion campaign started bringing in leads in the $25 range.
Health and Skin care brand
Skin Care/ Cosmetics
This is a health and skin care brand that is primarily e-com. They sell in the US primarily but do offer worldwide shipping. The main goal is to scale this business. When we started off, they were spending on average from $1-2k with a 5X ROAS.
At this point, the client would try and spend more but it would cause the overall ROAS to drop in comparison from when they were spending 1-2k.
They weren’t sure how to take their Facebook advertising to a new level.
So, we did a total revamp and created a new funnel to create an awesome customer journey. We ultimately wanted to get them to continuously spend double each month while maintaining a ROAS of 3-5X.
Once we had a chance to dive into the account, we saw they had a great audience to go after but weren’t fully taking advantage of the prospects who were on the fence. We noticed the audiences were saturated and the creative had been running for quite a while ultimately causing a creative fatigue.
It was a small business I knew we could scale rapidly based on the type of engagement as well as the Traffic. One of the biggest things I noticed is that they weren’t taking advantage of DPA’s or dynamic product ads. This tool does wonders when it comes to e-com and when you have more then 3-5 products.
I also noticed they weren’t creating any new audiences based off previous data which is another huge area to expand on.
They have a ton of great content whether it was videos, quizzes, and a group to back the customers so everyone can talk about the products and their experiences. So based on that, I knew I would have about 10 new audiences to test once we pulled the correct data.
With a total revamp of the account, we tested bout 8 different audiences consisting of lookalikes built of videos as well as purchases. We segmented the lower LTV with the higher LTV to really expand our net to reel in as many people into our funnel.
From a prospecting perspective, we used conversion campaigns optimizing for specific landing pages (blog post). Once they went to that page, they were then thrown into the re-targeting. The key piece in re-targeting is to have an ad in the very middle of the funnel which wasn’t a sale at all.
It was a testimonial from some of our top products. This is to build the trust and credibility of the brand. It’s competitive out there so we really wanted to differentiate ourselves from competitors by having a variation of ads depending on which point in the conversion cycle they were until they purchase.
Another huge segment is the DPAs which focused on re-targeting for the specific products the prospects were viewing. We segmented it heavily with people who just viewed the product vs people who added it to their cart.
These individuals are at 2 complete different points in the conversion cycle. So when viewing the product, it was more of a reminder. For the add to cart, it consisted off different offers to really help sway them if they are on the fence to make a purchase with an offer they can’t refuse.
I had each section segmented by days to create a sequence. We went off a 1 day,3 day,7 day,14 day, and 30 day sequential re-targeting phase. This way, there was no creative fatigue and continuously switched up the ads to create a more relevant customer Journey.
When it comes to scaling. It involves quite a bit of testing. In this scenario, the main things we tested were audiences and creative.
We also tested different placements and devices from where we saw the greatest return and traction. The largest component of testing was the type of marketing we were going to implement.
We tested running ads about the specific products and the benefits but also tested a more content marketing approach which consisted of blog post where it wasn’t a hard sale at all.
It was to bring out ideal audience into the funnel to give them a customer journey they wouldn’t forget creating a higher LTV since we focused on that journey in depth. The content marketing was 100% the way to go int his scenario.
Once we got everything in action. Everything flowed extremely nicely. From prospecting directing to the blog post, to the DPAs catching the low hanging fruit through each sequential re-targeting ad.
The very next month, we spent a total of $4,200 and got $35,700 in return. The previous month, they had spent $1,440 and got $7,734 in return.
When scaling, the ROAS usually goes down with the more you spend. But in this case, we were able to knock it out of the park and keep it consistent. Within that month we started, we were able to get them 4X as many purchases overall.
Now with this set up we have, we cast a wide net and focus on the re-targeting the most. So with that being said, our total return on ad spend was 13.9X what we spent.
During the month of June, we spent $1,783 and had a return of $24,843. For prospecting, we spent $2,017 and had a return of $10,686.
With this being said, the client is happy and we’re going to be ramping this up to scale this account to the moon. Below are attached screenshots of metrics.
ACTUAL REPORTS – CLICK HERE
Smoky Mountain Beard Co.
Smoky Mountain Beard Co. primarily uses Facebook as it’s platform to run their e-com store. The fairly new business’s main goals are to get more awareness of the brand and to sell their beard products which can consist of beard oils, grooming kits, beard soaps, and many more.
Being a new business with not a lot of data, you must start by building audiences off basic interest.
The objective in place was a conversion campaign optimizing for purchases.
This is a solid technique, but using broad interest targeting can get pricey and that’s exactly what the client was seeing. So the main goal was to find other areas to grow off of to ultimately get more awareness and of course more sales.
After auditing the account and analyzing the audiences and creative that was being used, we found a couple different areas we can explore as well as creating a funnel.
With Facebook being extremely competitive with e-com, it really does mean you will need to do re-targeting to get the individuals on the fence. With the amount of data the client had, we could build multiple Lookalike audiences to test with different types of creative to see which is the most relevant.
Also, the creative for the cold audiences could’ve been a bit better. When targeting prospects, the ad is of course the make it or break it.
So, with the audiences created, the next step was to come up with a strategy for our funnel. After getting a video that was witty and funny, we knew that would be perfect to brand as our own to throw in the top of the funnel to start the conversion cycle.
Once we learned exactly the type of guys we were targeting, we created the Lookalikes based off purchasers, people who viewed the product, as well as the individuals who added to cart.
We developed the strategy with the video we had, as well as the next steps for re-targeting the individuals who watched the video.
We also came up with an offer for the final step to catch all the stragglers with a deal they couldn’t refuse (15% off order).
Luckily, we didn’t have to do too much testing and were able to find the winning Lookalikes. Next with the funny video we had in place for the top of funnel, we used the Video View objective, so it can optimize to target people most likely to watch the video.
The main goal for this is to cast a wide net to send throughout the sales funnel to build the credibility and trust of the prospects who aren’t impulse buyers. With the initial step in place with the correct audiences, the video kicked off (big guy dancing with a beard).
These funny/witty videos work extremely well to catch prospects attention to get them to stop scrolling. Next, we created an audience off the individuals who watched at least 75% of the video to send through a conversion campaign optimizing for purchases.
This is a key piece of the puzzle where we offered a discount to reel them a little more to seal the deal. This was a carousel ad displaying the different products. The client had great pictures so that was a huge plus.
After finding the right audience and top of the line creative, we were able to get the funnel in action and it took off way stronger than expected.
The CPA before the funnel was in the $10-$15 range and was climbing over time due to audience saturation and creative fatigue. Once we were able to incorporate the mini funnel, the CPA dropped to $5 for 2 campaigns within the funnel.
The sales didn’t come from the video, but the re-targeting with the offer. Having a daily budget of $20-$25 requires having low CPAs to make a profit and continue to grow.
With our CPA dropping to $5, we were able to give the client a very nice return on ad spend throughout the life of the funnel as well as finding other areas to expand on while feeling comfortable with the funnel in place.