With e-commerce, online advertising is a critical part of your business strategy. As you can imagine, with the increase in online shopping, businesses must compete in a crowded digital marketplace. Facebook Ads is still one of the most popular and effective ways to achieve sales to reach a vast audience at a relatively low cost.
Facebook Ads for e-commerce accounts can provide advanced targeting options to reach potential customers based on demographics, interests, and behaviors. By selecting the most appropriate objective and including engaging ad formats and creative copy, you can capture the attention leading to an action, which in this case is purchases. In this case, we want to share a case study of a client for whom we included manual sales, catalog ads, and an advantage+ shopping campaign as a complement.
About Our Client
This jewelry store creates one-of-a-kind jewelry and apparel inspired by vintage designs, art, and nature. As a #1 top jewelry designer for 17 years, they’re known for creating designs that amplify your natural glow and make you sparkle from the inside out.
The Challenge
When we initially took over the account, it ran conversion-focused campaigns. However, these campaigns were not consistently achieving the desired ROAS, and the account’s structure needed to be optimized to deliver the best results.
Based on this, we changed the approach, and over time, we started to implement new updates based on the latest options with Meta ads.
Marketing Strategy
Our focus was specific to getting more sales, revenue, and ROAS higher than 4, and based on the results, we could escalate performance even more.
Our Tailored Solution: First Stage
Conversion Campaigns
- Campaign 1: this one focused on new audiences only. We created different ad sets with audiences based on
- Interests
- Lookalike audiences
- Demographics and behaviors
- Campaign 2: this one was for remarketing audiences only. We created different ad sets with clients at different stages of the sales funnel based on
- All website visitors
- People who have added to the cart
- People who have initiated the checkout
Catalog Sales Campaign
This campaign was a complement to the manual sales campaign
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- It included two ad sets, one for prospecting customers and the other for people who have added to the cart without completing the purchase
- We used the catalog in a dynamic format with product images only
Ad Formats Variation
We had a variation to show the different products and hence get more engagement.
- Carousels, single images, videos, and collections were included.
Initial Results
On Average, they used to have 200 new customers per month and a ROAS of 3.70
Long-Term Results
After the first quarter working with them, we were able to get +300 new customers and a ROAS higher than 4
Complementation: Account’s Performance Improvements
As performance became consistent, we integrated Facebook’s newly launched sales campaigns and updates into our existing strategy as a complementary approach. We retained the manual and catalog sales campaigns due to their consistently strong performance, ensuring a balanced and effective campaign structure.
After the first month, the new Advantage+ shopping campaign had the highest ROAS at a lower cost per result compared to the other campaigns, and at the account level, we had a 5.93 ROAS
Since the first month was about learning, we had even better performance after the second month with the Advantage+ shopping campaign; in this case, the revenue increased by 167.84%
Based on this approach, we continued incorporating all sales campaigns due to their outstanding performance. The Advantage+ Shopping campaign proved to be a highly successful addition to the account, significantly enhancing results. Year-to-date, we achieved an impressive ROAS of 11.39, with the Advantage+ Shopping campaign driving more traffic and revenue than any other campaign.
Driving E-Commerce Sales with a Meta Ads Strategy
The journey of maximizing the ROAS and driving sales for our client demonstrates the strength of a well-structured and data-driven marketing agency. By leveraging Facebook’s robust tools, embracing new updates, and continuously refining our campaigns, we achieved remarkable results that met and exceeded the client’s expectations.
This case study highlights the importance of adaptability, testing, and understanding the unique dynamics of e-commerce marketing. As digital marketing continues to evolve, we remain committed to pushing boundaries and delivering exceptional outcomes for our clients.
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