The specialist pointed out the mistakes and corrected them, while also suggesting launching a new campaign with more precise settings.
As a result, the campaign set up by the specialists brought an amazing effect: our sales tripled.
Great professionals — they can be trusted!
What did we have at the start:
The Client already had Facebook ad campaigns set up. The Client contacted us for an audit to improve the efficiency of this sales channel.
The account was active during the audit:
- campaign with the goal "Traffic";
- dynamic remarketing (goal - "Sales of goods from the catalog").
At the same time, the Facebook advertising account did not receive statistics about the purchases made, as well as other events: adding an item to the cart, initiating an order, and others.
Sales were tracked only in Google Analytics using UTM tags.
Workflow:
First of all, the PPC specialist correctly configured the account and event transmission to Facebook.
Customized events showed statistics for each ad:
- number of purchases;
- purchase cost;
- purchase value;
- return on advertising.
Fig. 1 — Customized events in your Google Ads account
The customer directory was only used in dynamic remarketing prior to optimization. We've broken it down into subcategories by product type and color to personalize ads. So it became possible to use an individual appeal in the text of an advertising post. And also showcase products to the most interested user group.
Now that we received incoming sales data, we set up a new ad campaign with a goal that is more sales-specific.
* Note that Facebook event codes must be installed on the site to effectively use campaigns for the purpose of “Conversion” or “Selling goods from the catalog”.
Fig. 2 — Post options for targeted Facebook ads
While we were working on advertising optimization, we collected purchase data to set up a look-a-like audience for the Purchase event. Then we connected the collected audience to the campaign. The look-a-like audience allowed us to additionally reach users who are most likely to become our clients.
* It should be noted that advertisements were launched in 2 languages: Russian and Ukrainian.
After analyzing the work of the new and original campaigns, we evaluated the key performance metrics. It turned out that the initial ad campaign was unprofitable compared to the second. So we stopped it:
Fig. 3 — Campaign metrics (10/10/2019 to 30/11/2019)
What kind of work did the optimization of AC include:
- testing different versions of texts for groups of goods;
- analysis at the segment level by age, gender and placement, followed by the exclusion of ineffective segments.
Deliverables:
In a month and a half of working with Facebook ads, we managed to achieve the following results:
Fig.4 — Comparison of two identical periods of advertising on Facebook, before and after the start of optimization (optimization and maintenance period 10.10.2019 to 30.11.2019)
Total, if we compare 2 similar periods BEFORE and AFTER optimization, we got:
- revenue from targeted advertising increased by 226%;
- reduction in cost per purchase (CPP) by 63%;
- sales increase by 202%.
The advertising budget has increased by only 11%.
Our result:
- detailed study of the target audience;
- personalization of ads for potential customers;
- optimization of ads using inbound purchase data at the group and ad level.
As you can see, context and targeted advertising on Facebook in particular does not require a significant cash injection at all. It's all about skillful customization and careful study of the target users portrait.
