Facebook ads case christmas toys store

Main tasks

The client’s main goal was to run ads as soon as possible due to the timing of the sales season, as the new year was less than two months away. 

The challenge was to sell the products at at least $15 per unit with a minimum return on ad spend (ROAS) of 2.5. 

What we had

The client already had an active Facebook advertising account, where they tried running ads independently. We saw typical problems for an e-commerce project: high price per purchase, low conversion rate, and low ROAS.

Issues

1. Poorly configured tracking (Facebook pixel) 

2. Poor ad creatives 

3. The audiences used were giving expensive results

4. There needed to be brand recognition, and customers didn’t trust

5. Unconfigured API (because of which the system was not receiving data)

The solution

To promote the Ruby Red online store in the Australian market, we chose the AIDA model, which involved gradually introducing the brand to the audience. This model was optimal for solving the problem, as the audience was unfamiliar with the brand.

Action plan

Based on the tasks and problems, we carried out the following work:

1. We made an audit and created a strategy for work and improvement 

2. Created more selling creatives

3. Gathered various audiences for tests and determined the best combinations

4. Collected companies for all stages of the funnel (top of the funnel, middle of the funnel, bottom of the funnel)

– CAPI connected, domain verified, events prioritized

Funnel structure

For projects with enough traffic to the website, it is vital to use and work on all stages of the funnel since all stages can bring good results to the project.

The stages of the funnel that we implemented in this project were:

• Top of the tunnel – cold traffic
  

• Middle of the funnel – work with audiences that interact with business social networks
  

• Bottom of the funnel – work with those who visited the website, visited product cards, added to the cart, and initiated checkout

At the top of the funnel, we already pay for traffic, and therefore, we need to work out an audience that is not ready to buy with one touch. For each project, the sales cycle can be different, so it is crucial to test retargeting.

Selecting and testing audiences

In this project, ads were active, but a sufficient number of audiences still needed to be tested. In this case, the first thing we started with was creating audiences for testing.

Cold audiences
Previously, there was advertising, and there was much traffic with which it was possible and necessary to work, so we created a Lookalike audience of those who visited the website and interacted with social networks. We also created a broad audience and an audience with relevant interests.

Warm and hot audiences
In the middle of the funnel, we have included an audience of those who have interacted with social pages over the past year.

At the bottom of the funnel, we included those who have visited the website with different periods and have yet to make a purchase. When the ad ran with special offers, we also included past buyers, which worked well.

The Result

We like to talk in numbers, and here you can see the data related to the project.

In conclusion

We found typical mistakes in the ad account, then developed a marketing plan, prepared a creative strategy, and launched advertising campaigns on all steps of the funnel. As a result of our team’s efforts, we managed to achieve high performance in a short period of time.

View our other works https://deelixy.com/cases/