Facebook Ads Case Study: How We Grew This eCommerce Store From $25K/mth To Over $100K/mth With A Few Simple Tweaks To Their Retargeting...
Without a full strategic advertising and funnel plan, your
business is leaving money on the table!
This Canadian Health & Wellness eCommerce business came to us with a very specific problem to solve.
For over 25 years they’ve been successfully helping customers all over Canada and the US improve their health issues with their unique range of super healthy probiotics, protein powders and gut biome boosting supplements.
They clearly had a LOT of success with their stores, content strategy and SEO but no matter how much money they threw at it, just couldn’t get Facebook Ads to work for them.
The owner had EVEN started to think...
“Maybe Facebook Ads just don’t work for me..."
While the product range was diverse and unique to say the least, they were extremely motivated to scale their business with the help of Facebook ads because their online store was stuck at $20,000-$25,000 months thanks to organic traffic and SEO.
Where they were facing some serious bottlenecks was in their Facebook strategy because up until we stepped in, they'd spent THOUSANDS on boosted posts, page like campaigns and traffic ads with next to ZERO sales.
Less than two months in and we managed to turn that ship around, quadrupling monthly revenue and delivering their first $100,000 month from just a $6,380 ad spend.
I don't know about you, but that's 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 client's ad account.
Some of the things we look for when running such audits include:
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 complex language in ads (which typically don't lend well to direct response copywriting).
We also found that they had an amazing customer return rate and that their Google strategy was driving a lot of qualified customers into the store but a lot of them were failing to convert on the first touchpoint.
We knew that retargeting users on Facebook was going to be KEY to growing this business FAST!
Now that the funnel and campaigns had been properly assessed 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
We were initially tasked with increasing taking sales from $20K- $25K per month to $50K per month and this motivated eCommerce business owner wanted to do that as fast as possible.
We recognised the huge importance in leveraging their existing SEO strategy to retarget, educate, nurture and convert those existing warm users to maximise the effectiveness of their marketing budget.
Because this client was selling high quality and premium health supplements - we decided to test a range of benefits and offers in the creative - using copy that communicated the health improvements that users could expect by trialing the products.
We also split out interest and behavioural targeting down to individual personas to identify the audiences 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, the clean easy to navigate sales pages invite users to continue on with clean clear calls to action to shop now to take advantage of the discount and free shipping hooks we were testing.
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 users to visit the shop to take advantage of different hooks we were testing.
We used placements like right hand column and desktop but the clear winner for conversions was Facebook newsfeed on mobile devices.
We also built out a number of sophisticated retargeting buckets to maximise the efficiency of the SEO the client had invested in where we could further educate and engage warm users with sequential messaging and offers to help close out customers who had viewed products but not purchased.
For example, 1-3 day ATC messages, 4-7 day ATC messages, 8-14 day ATC messages as well as content retargeting leveraging the wealth of premium blog content our client had developed over the years to help educate customers on the massive health benefits their products offer.
The single biggest leverage point in this campaign success was implementing a REAL retargeting strategy for this client's Facebook Ads. Not the Shopify Kit plugin and not running the same retargeting ad to users who visited the website in the last 180 days (mistakes we see all the time auditing accounts).
We also improved the user experience to stabilise sales and drop the cost per conversion- but the secret sauce really was adding the retargeting element, which allowed for massive back end upside that helped the entire funnel generate over a 7.7xROAS in just 45 days!
1,775 sales in the last 30 days from a $6,820 ad spend with total revenue over $102,000!
While the brand continues to scale and grow and is on track for $500K/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!
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 review your business and ad campaigns and advise on how to scale and succeed with FB ads!