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.
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