Maximizing Return on Ad Spend (ROAS) on Facebook: 7X Return in Nine Weeks
The Client
An e-commerce store for kids’ clothing and accessories needed to revamp its Facebook ads campaign due to some technical challenges, an unconnected product feed, and the absence of adequate data from previous campaigns.
Data Comparison
Increase in Traffic, and Google Ranking
Challenges
- 1. Connect the product feed for dynamic ads, creating essential data for retargeting and precise audience targeting.
- 2. Increase ROAS with low-profit margins to maximize returns while minimizing CPA.
- 3. Generate sales in a competitive market and overcome limited reach due to a low daily budget.
- 4. Target a specific audience – mothers with kids under 10 – adding more attributes to improve campaign precision.
- 5. Strive for sales without offering discounts due to tight profit margins.
- 6. Address high product costs by targeting an audience with purchasing power.
Solutions
- 1. Integrated Facebook pixels and connected the product feed for compliance with best practices.
- 2. Executed dynamic campaigns, refining the audience to meet the client’s specific criteria.
- 3. Conducted spot analysis to target moms with kids under 10 and robust purchasing power.
- 4. Excluded irrelevant traffic, refining targeting to focus on the desired audience.
- 5. Enhanced ad creatives with interactive frames to capture user attention.
- 6. Analyzed the user journey, optimizing the ratio of “Add to Cart,” checkout, and purchase events.
- 7. Identified high-performing products and collaborated on a new design to maximize appeal.
Results
From 7th Nov 2023 – 15th Jan 2024
- Spent: $3,500
- Sales: 294
- CPA: $11.7
- CTR: 2.90%
- ATC: 3037
- Checkout: 680
- Checkout Value: $94,750
- Purchase Value: $23,150
- ROAS: 7X
Outcome Results from PPC Strategy
We improved the ranking of the Client’s website on Google SERPs for all their keywords, moving them from Not in Top 100 to 1st page of Google within 90 days of starting the SEO Campaign. This helped the Client generate more traffic, and subsequently, leads from their website and digital channels.
Compared METRIC ANALYSIS
- Impressions grew by +176%
- Click augmented by + 1770%
- Boosted conversions by + 1028%
- Avg CPC decreased by -17%
Advantages of Utilizing PPC Advertising for Your Business
√ Fast measurable results
√ You only pay for the click
√ Increase the sales of high ticket items
√ Boost your ROAS
√ Increase brand awareness
