Facebook Ads Case Study
How We Took 1 Dead eCommerce Funnel, Made A Few Simple Tweaks,
And Turned It Into A $90k Per Month Business in 3 weeks…
And Turned It Into A $90k Per Month Business in 3 weeks…
Are you ready to put your Facebook ads in the hands of a team who know what they’re doing?
My team and I recently had had the privilege to work with an amazing well established baby store, KJ Essentials For Baby. A popular brand for parents, the store has over 80,000 Facebook followers.
While the brand had significant authority, the onset of COVID led to new players in the eCommerce space and a significant decline in results. When IOS hit, their ads tanked and the client was spending over 80% of purchase value in ad spend, they were ready to give it all in after years of success.
When we first started working with KJ Esssentials, they were doing about 8-10 sales per day and it was costing them over $100 per sale (on a $100 product)… ouch!
Less than one month in and we managed to turn that ship around, taking KJ Essentials from petty and horrible FB ad results to $90,000 monthly revenues from $20K ad spend!
I don’t know about you, but that’s a pretty good ROI for ecommerce!!
I’m about to walk you through exactly how it was done. I’ll show you where we ran ads, how different traffic sources performed, what had the biggest impact on the success of the campaign, and what I’d do differently next time.
Pre-Facebook Ad Campaign
01/
Placements:
Where have budgets fed to
02/
Optimisations:
Facebook goes through phases where it will give preferential treatment/results to certain campaign objectives – we look to see if the brand was leveraging some of these optimisation pockets to their advantage
03/
Tracking and pixel heath:
We check to see what sort of data has been “seasoning” the pixel and if this data is being used to further improve results
04/
CTR and CPC:
This helps us to assess the fit between creative and targeting
05/
Missed Opportunities:
We look for audiences and creative that may have been switched off too soon. We also look for posts in the feed that have significant social proof that are valuable assets
Following the audit, the final step before going live with any campaign rollouts was to do a full “secret shop” of the user experience to ensure the funnel itself and buyer journey was ready for conversions.
In our initial findings for this we discovered that the brand used a lot of fancy language in ads (which typically don’t lend well to direct response copy writing).
On the website the 2% conversion rate was immediately improved with just a few minor tweaks.
We found that the Afterpay button was not visible and loyalty program text was too small
The Campaign...
Now that the funnel and campaigns had been properly assessed and that the brand was ready for traffic, it was time to go live with the campaigns.
The Objective
We were tasked with increasing sales and driving down the down per acquisition from $100 to under $30. We recognised the huge importance in structure, and building a warm re-targeting audience that could later be tapped into.
Audiences
Previously, the brand had run all audiences under specific products, without any structure. Our first strategy was to effectively structure campaigns and split ads between cold and warm audiences. An effective structure can have a huge impact on results as you remove the impact of duplicated audiences competing for the same space.
Audience had become fatigued, along with creative as the structure did not permit fine tuning evergreen content along the funnel. What this means is that audiences were seeing the same creative over and over again.
Creative
A huge mistake was missing the valuable content built over years of engagement with the brand. Historical data can contain gold nuggets of truth, everything from the best audiences to the most engaging content.
The content holding the most value had large amounts of social proof (comments and shares), and when used in new ads, more than halved the cost of results.
The Funnel
We created a series of high social proof ads using existing posts to products with the highest profit and stock volumes.
We started off using a traffic campaign and video campaign to the cold audience to build up a large and healthy custom audience that could be used for retargeting. From there we split up the retargeting groups (Days 1-5, Days 6-10 etc) to reduce frequency and create an evergreen funnel.
We created a series of high social proof ads using existing posts to products with the highest profit and stock volumes.
We used placements like right hand column and desktop but the clear winner for conversions was Instagram.
The Results
The single biggest change was “tidying” up the ad accounts, optimisations and improving the user experience to stabilise sales and drop the cost per conversion- the secret sauce was using posts with UGC and social content, which allowed for mass scale.
743 sales from a $27,000 ad spend – resulting in $90,000 in revenue resulting in an average cost per sale of $36!
