How did we scale one of our clients from the UK in 30 days?
To break it down:
Challenge: Scale through FB Ads while maintaining a target ROAS of 3.
Winning creatives: UGC & Videos
Let’s start from the beginning.
This case study is not meant for us to “brag” about results, it’s for me to demonstrate that scaling Facebook ads in 2022 is still a THING, it’s still REAL and it requires a bit more work than the previous days.
We’ll discuss what set-ups were tested and what worked, how we scaled, and what we did differently in order to double the sales for a month in Q3.
But before that, let’s look at the 3 main components of our success, and it’s not our credit, it’s a teamwork between our agency & the client.
Good offer – Client had great recognition and the product was standing out in comparison to its competitors. When you have a fantastic product, selling it is often the easy part, as you just have to find the right platform and customers will come.
Improved AOV – We always tried to go one step further, testing out different types of Upsells & Downsells in the funnel until we found the sweet spot.
Boosting recurring customers through Email & Subscription-based services – That was a game-changer, the revenue we’re talking about today, will be partially reflected over and over again as we increase the Lifetime Value of the customers.
What set-ups we tested?
Oh sheesh, we did a lot of testing…
We tried both ABO & CBO, and CBO worked best for us. CBO was always outperforming.
Between the interests, lookalikes, and broad audiences, all of them demonstrated to be sustainable in the long run, although if I were to choose the best one, I would say – “broad” – with no choice of demographics or placement.
So while testing out CBO, we tried to do the following set ups here:
Testing CBO with a 50% min spends on each audience, leaving the rest of the %50 for the algorithm.
Testing CBO with no minimum spend, BUT we tried to see how does the account react to micro-budget campaigns ($5-$10), small budgets (x 1-2 avg. CPA), and higher budgets (x 5-10 CPA). Winners? ➝ Micro & High budgets, which was helpful for us later on, in the scaling process.
SO now we knew – this account works on CBO, mostly broad, small to high budgets.
In terms of ad creatives we tested:
Static Ads – Single image, manual carousels, videos with the product, UGC content & seamless carousel.
We noticed that videos & UGC are working out great on our cold audiences, so we kept creating variations as well as requesting more content from the client. Once we saw what was working, we were always using existing posts in order to keep growing the engagement.
As another layer, we introduced 3 new campaigns that helped us in the conversion process.
1 x Reach Campaign for those that added to the cart in the last 3 days but did not finish checking out, using UGC content & testimonial based creatives.
1 x Reach Campaign for those that purchased already in order to have them engage with the social media accounts of the brand. This way we were able to activate the customer that’s already in a “hot” stage and was easier to make them a follower.
In terms of retargeting, we tried going both ways:
Splitting the audiences into smaller segments and excluding each other. (3 days, 7 days, 14 days etc.)
Trying a broader segment (180 days, 365 days).
When it came to warm audiences (social engagers and video viewers) we saw better returns on broader audiences rather then smaller audiences where CPMs were higher and CPC was more expensive.
If we’re looking at hot audiences (people that visited the website), then smaller segments were better, and we combined both DPA ads with static ads. The approach was simple here: Scarcity in the first few days, followed by a discount, followed by social proof.