Facebook Ads Case Study: How We Took 1 Dead eCommerce Funnel, Made A Few Simple Tweaks, And Turned It Into A $500k Per Month Business...
My team and I recently had had the privilege to work with a pretty unique concept ecommerce startup - Waft. The Singapore-based brand offers personalised, high-quality perfume.
While the product was interesting to say the least, the sales just weren’t there.
When we first started working with Waft, they were doing about 8-10
sales per day and it was costing them over $100 per sale (on a $100
product)... ouch!
Less than two months in and we managed to turn that ship around,
taking Waft from petty and horrible FB ad results to half a million
dollar monthly revenues from $100K ad spend!
I don't know about you, but that's pretty a pretty good ROI for ecommerce!!
I’m about to walk you through exactly how it was done. I’ll show
you where we ran ads, how different traffic sources performed, what had
the biggest impact on the success of the campaign, and what I’d do
differently next time.
Pre-Facebook Ad Campaign...
Before the rollout of new Facebook campaigns, we ran a full audit on the Waft ad account.
My team and I recently had had the privilege to work with a pretty unique concept ecommerce startup - Waft. The Singapore-based brand offers personalised, high-quality perfume.
While the product was interesting to say the least, the sales just weren’t there.
When we first started working with Waft, they were doing about 8-10
sales per day and it was costing them over $100 per sale (on a $100
product)... ouch!
Less than two months in and we managed to turn that ship around,
taking Waft from petty and horrible FB ad results to half a million
dollar monthly revenues from $100K ad spend!
I don't know about you, but that's pretty a pretty good ROI for ecommerce!!
I’m about to walk you through exactly how it was done. I’ll show
you where we ran ads, how different traffic sources performed, what had
the biggest impact on the success of the campaign, and what I’d do
differently next time.
Pre-Facebook Ad Campaign...
Before the rollout of new Facebook campaigns, we ran a full audit on the Waft ad account.
- Placements: where have budgets fed to
- Optimisations: Facebook goes through phases where it will give preferential treatment/results to certain campaign objectives - we look to see if the brand was leveraging some of these optimisation pockets to their advantage
- Tracking and pixel heath: we check to see what sort of data has been "seasoning" the pixel and if this data is being used to further improve results
- CTR and CPC: this helps us to assess the fit between creative and targeting
Following the audit, the final step before going live with any campaign rollouts was to do a full “secret shop” of the user experience to ensure the funnel itself and buyer journey was ready for conversions.
In our initial findings for this we discovered that the brand used a lot of fancy language in ads (which typically don’t lend well to direct response copywriting).
We also found that the flow to purchase was a little jolting a confusing from the initial sales page into the product customisation phase and that perhaps the brand would be better off to take a gamification approach here.
The Campaign...
Now
that the funnel and campaigns had been properly assesed and that the
brand was ready for traffic, it was time to go live with the campaigns.
Previously, the brand had run all of it's geographical targeting
under the same ad account, before we launched any of the new campaigns,
we split up each country into new ad accounts. There's a couple reason
why we did this:
1. Splitting budgets into different ad accounts allows for easy and fast scale
2. Splitting the campaigns across the different accounts
diversified the risk (ie: if one ad account gets shut down for whatever
reason, it doesn't completely stop or stunt the sales)
3. Protecting the pixel data - each country would have different
audiences and data, different accounts cleans up the reporting and the
pixel data
The Objective
We were tasked with increasing sales and driving down the down per acquisition from $100 to under $30.
We also recognised the huge importance in building a warm retargeting audience that could later be tapped into.
The Hook
Because Waft was selling personalised perfumes - we decided to use
the gamification angle in the creative - using copy such as "What's your
personalised scent, "Play Now".
We also split out interest and behavioural targeting down to
individual interests to identify the pockets that would work with the
brand.
The Campaign...
Now
that the funnel and campaigns had been properly assesed and that the
brand was ready for traffic, it was time to go live with the campaigns.
Previously, the brand had run all of it's geographical targeting
under the same ad account, before we launched any of the new campaigns,
we split up each country into new ad accounts. There's a couple reason
why we did this:
1. Splitting budgets into different ad accounts allows for easy and fast scale
2. Splitting the campaigns across the different accounts
diversified the risk (ie: if one ad account gets shut down for whatever
reason, it doesn't completely stop or stunt the sales)
3. Protecting the pixel data - each country would have different
audiences and data, different accounts cleans up the reporting and the
pixel data
The Objective
We were tasked with increasing sales and driving down the down per acquisition from $100 to under $30.
We also recognised the huge importance in building a warm retargeting audience that could later be tapped into.
The Hook
Because Waft was selling personalised perfumes - we decided to use
the gamification angle in the creative - using copy such as "What's your
personalised scent, "Play Now".
We also split out interest and behavioural targeting down to
individual interests to identify the pockets that would work with the
brand.
And
here's an example of one of the landing pages it directed traffic to -
you can see here, it's less of a sales page and more of a "game",
inviting users to put themselves into the funnel and discover their own
unique scent.
The Funnel
We started off using a PPE (page post engagement) campaign and
video campaign to the cold audience to build up a large and healthy
custom audience that could be used for retargeting. From there we split
up the retargeting groups (Days 1-5, Days 6-10 etc) and encouraged them
to pick up their customised bottles.
We used placements like right hand column and desktop but the clear winner for conversions was Instagram.
The Results
The
single biggest change was "tidying" up the ad accounts, optimisations
and improving the user experience to stabilise sales and drop the cost
per conversion- the secret sauce was adding the gamification element,
which allowed for mass scale.
2,715 sales from a $94,000 ad spend - resulting in $500,000 in revenue resulting in an average cost per sale of $34!
The brand continues to scale and grow and is estimated to hit over $1million in revenue in the next six months.
While the brand continues to scale and grow and is on track for
$1M/month revenues it's important to mention here the fact that we were
offering a quality product with a proven history of sales. That’s
important. If you’re trying to sell something that no one wants or that
just isn’t good, it really doesn’t matter how good your ads are.
We can't wait to see what our next ecommerce client brings in!
And
here's an example of one of the landing pages it directed traffic to -
you can see here, it's less of a sales page and more of a "game",
inviting users to put themselves into the funnel and discover their own
unique scent.
The Funnel
We started off using a PPE (page post engagement) campaign and
video campaign to the cold audience to build up a large and healthy
custom audience that could be used for retargeting. From there we split
up the retargeting groups (Days 1-5, Days 6-10 etc) and encouraged them
to pick up their customised bottles.
We used placements like right hand column and desktop but the clear winner for conversions was Instagram.
The Results
The
single biggest change was "tidying" up the ad accounts, optimisations
and improving the user experience to stabilise sales and drop the cost
per conversion- the secret sauce was adding the gamification element,
which allowed for mass scale.
2,715 sales from a $94,000 ad spend - resulting in $500,000 in revenue resulting in an average cost per sale of $34!
The brand continues to scale and grow and is estimated to hit over $1million in revenue in the next six months.
While the brand continues to scale and grow and is on track for
$1M/month revenues it's important to mention here the fact that we were
offering a quality product with a proven history of sales. That’s
important. If you’re trying to sell something that no one wants or that
just isn’t good, it really doesn’t matter how good your ads are.
We can't wait to see what our next ecommerce client brings in!
Grab Your Free FB Ad Strategy Call
P.S. - if you're skimming and just wanted to see what the offer
was... you can request a free strategy call to have myself and my team
personally audit your business and ad campaigns and advise on how to
scale and succeed with FB ads!
P.S. - if you're skimming and just wanted to see what the offer
was... you can request a free strategy call to have myself and my team
personally audit your business and ad campaigns and advise on how to
scale and succeed with FB ads!
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