28/03/2021
ROAS 62.8 without acquisition 🔥
One of the most compelling cases and proof from every situation (even with a small budget) everyone can exit by winners!
Shortly about the client:
Market: Germany
Niche: Clothes for men and women 👗👖👠👟
Shortly about client's background:
❌Have a bad experience with other agencies cause they didn't achieve the client's KPI, that's why he comes into a company without big expectations and a very tiny budget for Germany.
Advertisement history before our collaboration:
❌Didn't be any retargeting structure
❌50% campaigns were with Traffic objective, and posts promote
❌Issues with purchases and initiate checkout events
❌The store has many subscribers on Instagram and Facebook, but not a lot of people buy goods.
The main demands from an agency:
🎯Minimum ROAS 3.5
🎯Budget: 220$ for the first month
Why I took this project with such a tiny budget?
As you know, before working with any clients, I scrutinized their advertisement history: spent, ROAS, approaches, pages, which items were promoted, adv structure, funnel, pixel, web sites.
But this client's project was exciting. He had a lot of data, events and no one hasn't been launched any retargeting yet.
I understood that launch prospecting and retargeting simultaneously would be a crazy idea. And I decided to work only with retargeting and squeeze out maximum from there also through FB Analytics.
What had done firstly:
Give pieces of code for reinstall (for Purchase and Initiate checkout events).
Next step:
I immediately turned off all prospecting campaigns with were before me.
I went in FB Analytics - cohort analysis, and it has shown me that people bought mostly first seven days, but from 7-14 days were small present, and I decided also cover them.
THE RETARGETING STRUCTURE WAS NEXT:
Those who interacted with Instagram / FB for the last 0-7 and 0-14 days, WV past 0-7 and 7-14 days, viewing the product card for the last 0-7 and 0- 14 days that added the last 0-7 and 0-14 days to the cart, added the last 0-7 and 0-14 days of payment info. Previous customer for the last previous 2 years (client downloaded customer list from his CRM system). It's the most uses approach.
But I dug much deeper: Via FB Analytics, I set up very accurate audiences and created such accurate communication that the consumer had the impression that the advertisement was created specifically for him. My presets were like that: people whose page view is ten times past 0-7 and 0-14 days, View content is four times past 0-7 and 0-14 days, Add to cart 2+ times past 0-7 and 0-14 days and Initiate checkout two times past 0-7 and 0-14 days.
Also, as you see, my budget was so tine, that's why I didn't turn on simultaneously all ad sets and campaigns. I kept the best ad sets working. Also, I changed optimization delivery for each step.
COMMUNICATION STRATEGY:
For retargeting, I used DPA and different catalogs. For the engaged audience, I used season goods, best sellers, and items with discounts.
For lower steps, I used only DPA. Men and women were in deferents ad sets because catalogs and communication were different as well.
COPIES:
Best performing texts were working on FB analytics audiences.
We created messages with very personalized texts where we highlight that consumers made specific actions so often. Also, for every step, we proposed discounts. For M*F offer was 5% discounts, BOF - 10% discount. I used discounts for all steps on this retargeting structure cause we need to give a powerful trigger for conversion.
CATALOG LIFEHACKS
This project worked very well when price or discount was located on the catalog from the left side. I used round and red forms.
OUTPUTS:
Before saying no, make a full audit account. We don't think by heart. We see on the data and optimizing for circumstances.
Spent 221$, Value 13 800$, ROAS 62.80.
