Result
How can a leather goods store make about $100,000 in profit thanks to Facebook advertising with an ROAS of 545%?
Advertising revenue - $99,959. (I was a contractor for Facebook advertising)
#1
The period of analytics on the screenshots: 05.04.2021 - 31.07.2021
#2
Facebook Ads budget - $18,317
#3
#4
Average ROAS +- 545%
Як змасштабувати інтернет-магазин спортивного спорядження до $128 тис. доходу за допомогою Facebook ADS з ROAS 636%?
Дохід з реклами за місяць - 106 201$ (я був єдиним підрядником по трафіку. Весь дохід —
це результат вкладених
грошей з FB та Email
це результат вкладених
грошей з FB та Email
How can a leather goods store make about $100,000 in profit thanks to Facebook advertising with an ROAS of 545%?
Introduction:
About the company
The company sells leather shoes to the US market. The advantage of this brand was that they already had a marketing department and before we started working with them, they already had their own online store and pre-launched Facebook ads, but the management was not satisfied with the results of Facebook ads and decided to change the contractor.
The company sells leather shoes to the US market. The advantage of this brand was that they already had a marketing department and before we started working with them, they already had their own online store and pre-launched Facebook ads, but the management was not satisfied with the results of Facebook ads and decided to change the contractor.
The company sells leather shoes to the US market. The advantage of this brand was that they already had a marketing department and before we started working with them, they already had their own online store and pre-launched Facebook ads, but the management was not satisfied with the results of Facebook ads and decided to change the contractor.
USA
Geo advertising
203$
Average check
Leather shoes
Niche
Client's goals:
02
Fix technical issues with website synchronization with Facebook catalog for better dynamic remarketing
01
Increase the number of sales through Facebook advertising to an income of $20k/month with ROAS of more than 400%
What was done?
Unit-economy
Before starting work, we wrote down all the metrics we would need in our work and identified our strengths and weaknesses. After that, we realized that by changing one parameter in advertising, we could earn many times more. We also identified a few key indicators that we are focusing on.
What was done?
2. Audit of the work of previous contractors
After the technical settings,
I started creating advertising campaign funnels
Improvement of the site
After checking, I noticed a small % of synchronization of the website catalog with Facebook. This error did not allow me to fully work with the catalog and dynamic remarketing, which later played an important role in advertising activities.
To solve this problem, I sent the website developers a technical task so that they could fix the problem and we could start working on the project in full.
The following changes were made:
When I audited my advertising account, website, and Facebook catalog, I noticed some technical issues.
"
Added cross-sell and up-sell products to the checkout
01
Added the ability to enter discount promo codes
02
Added a convenient navigation bar at the bottom of the mobile version screen
03
What was done?
3. Create a new advertising strategy
Remarketing ad campaigns
We had well-promoted Facebook and Instagram pages where customers were actively posting, so I first launched remarketing to the audience that interacted with social media.
02
Given the fact that the company was already working with a cold audience before working with me, I decided to start building an advertising strategy with remarketing campaigns.
01
The next step was to launch remarketing to customers who viewed the product card and added the product to the cart, but did not buy within 14/30/50 days.
03
Later, we tested advertising campaigns with a discount for customers who had bought from us before, because we needed to sell out the old collection and prepare for the summer collection
05
Each of these stages involved replacing the communication to show the customer a new visual and text in the ads each time, which in turn increases the click-through rate.
04
What was done?
3. Create a new advertising strategy
Acquisition ad campaigns
To attract cold audiences, I tried to use look-like buyer audiences and broad audiences to our existing strategy.
01
It was very important to test many combinations, as different audiences showed different results in different regions of the US
02
We also tried to target audiences interested in online shopping and leather shoes, as well as products from this category.
03
We also limited our targeting by age and gender to make sure we were only reaching men aged 28-50 (as they were our main customer group). The results were pretty good.
04
After we fixed the Facebook catalog, we decided to run ads for our bestsellers on it, and it gave us a great result.
05
What was done?
4. Сommunication strategy
When a client sees their advertising account in a simplified form, they understand the process much better, and communication between us becomes easier and clearer. Besides, here I can also show them possible changes in the promotion strategy, advertising texts, and creatives.
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
When a client sees their advertising account in a simplified form, they understand the process much better, and communication between us becomes easier and clearer. Besides, here I can also show them possible changes in the promotion strategy, advertising texts, and creatives.
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
When a client sees their advertising account in a simplified form, they understand the process much better, and communication between us becomes easier and clearer. Besides, here I can also show them possible changes in the promotion strategy, advertising texts, and creatives.
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
What was done?
5.What format of creatives did we use?
During our work, we tested many different variants of creatives and texts to find the one that works best with our audience. The carousel format with good photos of shoes and prices turned out to be the best. We also found that static images worked well, so we used them as well.
What was done?
6. Analyzing the visitor behavior on landing pages and increasing the conversion rate of the site by improving landing page design and developing other marketing strategies
When you build and maintain a website, you don't always stick to your original design and structure. If your site is successful and generates a lot of traffic, you'll likely have to work hard on it to improve conversions. This means that you may need to change or add content to certain pages, add new pages or site features that increase revenue from the site
Results
Key steps that helped us achieve success:
What we achieved?
Within 4 months of working together, we managed to achieve our client's goal and earned about $100,000 from Facebook advertising.
Initial technical preparation of the online store for advertising (changes on the website, uploading and synchronizing the Facebook catalog)
01
More emphasis on retargeting than on customer acquisition campaigns.
02
Testing a large number of new creatives and texts.
03
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