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How we generated 489119.00 RON in 31 days for a fashion online store

Case study

Period: 1-31 December 2020

Niche: Fashion

Amount invested: 48338.94 RON

Conversion value: 489119.00 RON

ROAS (Return On Adspend): 10.12

Number of orders: 1191

How did we reach these numbers?

The strategy below applies to the Facebook and Instagram channels and was built on 3 stages:

Stage 1: Testing Testing Testing - Top of the Funnel

One month in advance, we created new Testing audiences. These included both Single Interest audiences and Lookalike audiences.

We tested several Copy & Creative variants (static images, studio or lifestyle video and so on), using DCT Testing (Dynamic Creative Testing). With this approach we give Facebook our visuals along with copy, headlines and descriptions, and Facebook tests them in real time to find the perfect combination (the one that meets our objective).

Once we had found the perfect combination of creative and copy, we tested it with the newly created audiences. The aim here is to identify the audiences that are profitable for us.

When we found the profitable audiences, we asked the ART Department and the Copywriting Department to create visuals and copy similar to those that had performed best. We also adapted them to the December festive season (the Christmas holidays).

Stage 2: Creating Festive Content - Middle of the Funnel

At this stage we prepared the audiences who:

  • had interacted with our ads,
  • had watched a video and
  • had interacted with our Facebook & Instagram Pages.

When setting up the MOF campaigns, we focused on the following audiences:

  • Facebook Engagement - Website Visitors 30 Days
  • Instagram Engagement - Website Visitors 30 Days
  • Video Views - Website Visitors 30 Days

*We created these audiences in the Audiences section of Ads Manager. If you do not know how to create them, drop us a message and we will be glad to help. Contact field to be added here

*At the same time, we excluded everyone who had visited the site in the last 30 days.

We adapted the content for these people and showed them a different type of video content and static images.

Stage 3: Remarketing - Bottom of the Funnel

Remarketing (Bottom of the Funnel) is the most profitable of the campaigns, with the highest ROAS.

Here we target visitors who have taken an action on our site and moved closer to purchase.

For the BOF campaigns, we concentrated on these audiences:

  • View Content 30 Days - AddToCart 30 Days (all users who visited a product page on the site but did not add to the basket)
  • AddToCart 30 Days - Purchase 30 Days (all users who added to the basket but did not complete an order, and everyone who bought in the last 60 days. We excluded those who bought in the last 30 days because they are less likely to buy again in the same month)
  • *Purchase 60 Days - Purchase last 30 Days

Here we used Catalogue Sales and Dynamic Product Catalogue.

This way Facebook uses data from the pixel and from the product catalogue to show each customer the product they Viewed, Added to Basket or Purchased.

For *Purchase 60 Days - Purchase last 30 Days

We used Catalogue Sales to upsell similar or complementary products based on what customers had bought in the last 60 days.

So if they bought a pair of trousers, the ads they see will show T-shirts, hoodies or another relevant product from the catalogue.

Below is the proof that the Remarketing campaign had the highest ROAS.

In parallel, the client also invested in marketing campaigns on Google and YouTube, but those two channels will be the subject of another article.

Even so, the total we generated that month came to 1218942.00 RON. The traffic sources were Facebook, Instagram, Google and YouTube.