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Scaling an eCommerce Brand from

$1.1k/MO to $25k/MO

in just

39 Days

using Cross platforms Ads, generating 2.40 ROAS.

The Story

 

This partner was having a hard time scaling their business due to a lack of understanding in PPC channels and was stuck in the same monthly revenue mark for several months.

01 The challenge:

  1. Everything the client had done in the past did not create the desired results.
  2. The data in the ad account could not 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 purchase.
  4. Old winner product that performed well in the past and became saturated.

In the case of this client, we had two points to leverage:

  1. Available budget.
  2. Client’s established brand.

02 The Approach

What we did:

 

  1. Restructured the entire ad account and created a three-stage AIDA funnel

 

  1. Within the campaigns, we used 3 ad formats: Video, Image, Stories

 

  1. Diversification through different platforms such as Snapchat and TikTok instead of focusing only on Facebook and Instagram ads

 

  1. Being able to drive the right people to the website we were then able to create significant lookalike audiences to allow Facebook, Snapchat, and TikTok to do the hard work for us and find more of the right people.

 

STAGE 1: TESTING CREATIVES & COLD AUDIENCE ON FB, IG, SNAPCHAT, AND TikTok.

 

We see a lot of e-commerce brands put a lot of hopes on 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. Successful marketers never guess or make assumptions, they always test!

 

That’s why we started by testing 4 different video creatives styles:

 

– User-generated content (works best on TikTok & Snapchat).

– Animated video style.

– A “before & after” video.

– Creative that shows & dramatizes the problem and presenting the product as a solution.

 

We also tested 10 different audiences on 4 different platforms (Facebook, Instagram, Snapchat, and TikTok) to further discern the target audience, find on which platform our ideal customers are present the most, and what type of ads they are resonating with.

 

STAGE 2: OPTIMIZATION & SCALING WITH LOOKALIKE AUDIENCES ON THE DIFFERENT AD PLATFORMS.

 

This stage is what makes the difference between a 1.5 ROAS campaign and a 2.5 ROAS one. The goal here is to stop wasting money on things that are not bringing results and scaling the ones that are. Mission accomplished so far!

 

We started our optimization process by narrowing down our target audience by Interest, age, gender, location, languages, placements, and device.

 

Furthermore, we started scaling with the following lookalikes audiences on Snapchat and TikTok: Video views, Page views, View content, Add to cart, Initiate checkout, and Purchase.

 

It’s always preferable to test the different lookalikes since they always perform differently (e.g: the purchase lookalike will not necessarily perform better than the video views one, as the latter one could generate better results than the first one in some situations).

 

STAGE 3: ADVANCED RETARGETING UTILISATION & IMPLEMENTATION OF EMAIL AND SMS MARKETING.

 

In e-commerce, we generally battle with an abandon rate of 60-80%, so recovering those carts with retargeting campaigns is vital. Almost all businesses see the greatest results at their bottom of the funnel, so it was no surprise we did too.

 

At this stage, it was essential for us to run the right retargeting funnel through the different platforms we’re running ads on.

 

To build the relevant funnel stages, we studied the traffic map and identified the following customer journey:

  • Video View
  • Page View
  • Content View
  • Add To Cart
  • Checkout
  • Purchase

 

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:

 

Video views excluding page views.

Page view excluding content view.

Content view excluding add to cart.

Add to cart excluding initiate checkout.

Initiate checkout excluding Purchase.

 

To enforce our retargeting strategy even further and gather the extra money left on the table, we implemented email marketing automation and SMS marketing to retarget the abandoned carts.

03The Outcome:

RECAP

 

  • Performed deep analysis to help identify the core issues and points of leverage.
  • Improved traffic sources and Ad account structure.
  • Traffic sources diversification.
  • Implemented a customer acquisition strategy that helped to lower cost per purchase.
  • Implemented strong customer conversion and retention strategies.

RESULTS

 

  • Ad Spent: $9 843,41
  • ROAS: 2.40
  • Purchase value: $23,640.49
  • Period: 39 Days
  • Profit Margin: 31.54%

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