Women's clothing - Case Study
Keeping positive ROAS during experiments (Return On Ads Spend) (5+)
Client didn’t run any ads. They got sustainable revenue
from Google Organic and Instagram.
We started to test new channels. As a results we maximized monthly revenue for all store by 562%. During first month our goal was to get positive ROAS, then we started to scale.
Also we helped to set up proper measurement via Google Analytics
and Facebook Pixel.
EXPERIMENTS ON FACEBOOK
Lookalike audiences.
Transactions: 55
ROAS: 3
Lookalike audience based on email list and purchase events.
Lookalike audience based on purchases and add-to-cart events.
Remarketing audiences.
Transactions: 1,125
ROAS: 4
Added to cart but did not purchase in the last 30 days
5/30/90 days with cross exclusions.
Google Analytics ad set.
Transactions: 80
ROAS: 3
After analyzing the “Interest” report in Google Analytics we created a similar audience.
Catalog campaign.
Transactions: 1685
ROAS: 6
Catalog campaign is a must-have for e-commerce type projects; therefore, the combination of a well-defined audience delivered a lot of sales.
Stories campaign.
Transactions: 206
ROAS: 4
Testing ads that are specifically optimized for Instagram Stories placement delivered good results.
Organic ad test.
Transactions: 180
ROAS: 5
Almost all posts achieved good engagement and, as a result, achieved a good number of purchases.
BEST-PERFORMING FACEBOOK ADS
EXPERIMENTS ON INSTAGRAM
Instagram Shopping
The shopping feature allows to tag products in their organic posts on Instagram and Facebook. It helps users to get to the product page.
Adjustments of the posts
Regular posting on the IG with feed and stories content
Provided with ad copy suggestions along with emojis usage
Prepared a pool of post dimensions requirements that would work for a specific project.
Organic posts from Instagram in ads
Good organic content can be shared in the ad campaigns, and it performed well there too!
Post more video content for awareness
Create posts that people would share with friends!
LIST OF OUR EXPERIMENTS ON GOOGLE ADS
Regular Shopping campaign
Priority-based structure.
Youtube Shopping campaign
We tried different targeting options. The only effective option was placement targeting when we switched to selected videos/fashion channels.
RLSA campaign (search remarketing)
Bid adjustments: 300%. We used very general search terms and received very cheap traffic.
Display remarketing campaign
First, we tested it as a regular DSA campaign but only received general traffic; therefore, we switched to search remarketing for the top 3 audiences only, based on Google Analytics insights.
Dynamic remarketing based on product feed
When you have a lot of different products and a large traffic volume, it is important to create personalized ads for customers who interact with specific products.
ADVERTISING CHANNELS & OVERALL RESULTS
ROAS: 5
Amount Spent: kr 700,000
Revenue: kr 3,500,000
ROAS: 6
Amount Spent: kr 400,000
Revenue: kr 2,400,000
Google Ads
ROAS: 32
Amount Spent: kr 70,000
Revenue: kr 2,240,000
