CHOOSE THE RIGHT META ADS OBJECTIVE – A PRACTICAL EXAMPLE
|

The world of Meta Ads can often feel like a labyrinth.

The maze becomes even more complicated when a brand grows to a certain scale, where every decision can have ramifications on profitability.

Still nowadays, at Scaling Davids we see too many brands lacking the basic technical setup, that alone can drive crazy improvements to an ad campaign

Selecting the right ad objective is pivotal in this journey. For this Cosmetics Brand, the right strategic shift transformed their return on ad spend (ROAS) from a modest 1.9x to an impressive 4.06x, and a boost of Conversion Rate of +348%!

Let’s deep dive into how this metamorphosis was achieved.




 

The Background Story

 

When William, the visionary behind this brand, approached us, he had a thriving store generating multiple 7-figure returns. However, the brand grappled with fluctuating profitability. He needed a partner, not just for the immediate fixes but for the long-term vision of the brand.




 

The Issue

 

Despite their success, the cracks in their advertising efforts were evident:

  • Google Ads were hemorrhaging money on non-performing keywords and segments.
  • Display and Youtube campaigns weren’t streamlined to target high-ROAS audiences.
  • A cross-analysis between Shopify, Analytics, and Ad Platforms highlighted some bestsellers that were actually more ROAS-efficient than others. Yet, they weren’t the focal point.
  • Facebook Ads, which had the largest portion of budget allocated, largely targeting prospective clients, used a lot of low-quality objectives such as Video Views and Traffic.

 

Overall, a dismal conversion rate of 0.74% signaled poor traffic quality.

 

 

Our Solution

 

Step 1: We deconstructed the campaigns, instituting a full-funnel structure ensuring an optimal balance between prospecting and retargeting.

Also, we simply turned ALL the campaigns to high quality objectives (Sales / Conversions, Target CPA).

Step 2: The next move was ruthlessly cutting funds from underperforming segments to enhance the blended ROAS. For a scalable ad model, every dollar spent needed to be at least 3x more potent.

We axed all campaigns that drained funds without returns, implementing a fresh testing matrix for cold traffic on Facebook and our signature “Essential” blueprint on Google.

 

 

The Result

 

In just one month, our tactics bore fruit:

  • Slashed the budget by more than half, bringing it down to $21K from $50K. This was achieved by eliminating all non-performing campaigns and honing in on strategies that worked.
  • Even with the budget cut, revenues remained robust at $85.3K.
  • Our proudest achievement? Elevating the ROAS to 4.06x from the earlier 1.9x. This surge not only solidified the brand’s position in the market but also augmented their cash flow.

 

In conclusion

 

Choosing the right ad objective is more than just a tactical move; it’s strategic alchemy. If done right, it can transmute your returns, and for Slurp, the results were nothing short of magical.

 

Like what you read? Don’t forget to share! For feedback or collaborations, reach out at [email protected]

 

Stay tuned for more insights and strategies. Join our newsletter, Hands-On, and be a part of the revolution. ✌️

 

 

 

Stay informed, stay ahead. Join our newsletter, Hands-On! 👇

 

Peace ✌️

 

 

Picture of Luca

Luca

Founder & Head of Service
Share Post
Join Our Newsletter



    Related Posts
    In the dynamic world of Direct-to-Consumer (DTC) business, setting the right price can be akin to hitting a moving target. Yet, the price tag you slap on your product can communicate more than just cost; it speaks of the product’s perceived value, quality, and brand positioning. Let’s learn how to do it in this article!
    The world of Meta Ads can often feel like a labyrinth. The maze becomes even more complicated when a brand grows to a certain scale, where every decision can have ramifications on profitability. Selecting the right ad objective is pivotal in this journey. For this Cosmetics Brand, the right strategic shift transformed their return on ad spend (ROAS) from a modest 1.9x to an impressive 4.06x, and a boost of Conversion Rate of +348%! Let’s deep dive into this article to learn how this metamorphosis was achieved.
    Do you want to know how to improve your marketing mix?

    request now
    your free
    marketing plan