Solution
Websites:
https://windriderseatcovers.com
Targeting: The main target country was the US, but we also tested Latin American countries and had satisfactory results.
The main portrait of the audience is people who own bikes (mostly men), people interested in extreme sports, such as cycling, snowboarding, skiing, and others.
Targeting was done related to their behavior, demographics and Lookalike audience. (Lookalike audiences are similar to the purchaser who has bought similar kinds of products).
Client’s Requirements:
- Get purchases up to $50 each
- ROAS 2+
- Scale the project from $500 ad spend per day to $3000 per day
Results
- More than 7000 purchases
- Price per purchase up to $50
- ROAS 2.6+
Work process
The most important thing for our team at the beginning of the project’s launch in advertising is to understand the product, its features and the portrait of the consumer who can buy this product. Therefore, we analyzed the project, analyzed competitors’ advertising in the market, and created the main portraits of buyer audiences.
Since the client had used advertising before working with us, we first of all analyzed the Meta ad account and made conclusions so as not to repeat previous mistakes and immediately start working on successful ad campaigns.
After presenting the audit to the client, we agreed a work plan and our new ideas how to improve and scale advertising results.
The next step is to prepare offers and create a communication strategy for each level of traffic. Namely, for a new “cold audience”, for a retargeting audience or a “warm” audience, and for those users who have already bought. We prepared a separate copywriting for each audience and each stage of the funnel (TOF, MOF, BOF) to make our ads more personalized.
The next stage was the preparation of creatives. We relied on video creatives to be able to show and explain to potential customers what exactly the product is and why they should buy it. And we were right, videos really worked better than photos.
We also used UGC, i.e. content created by our clients. Feedback videos worked well.
Technical preparation of the FB Business Manager. Setting up and checking analytics and CRM services. Preparing a Facebook Ads account for work, checking Pixel settings and events on the site. To check the results, we used Google analytics, Shopify analytics, and Lucky Orange.
Setting up advertising campaigns to test hypotheses and identify the most effective advertising campaigns.
We gradually tested different audiences, their interests, behavior, and countries.
Next, we tested different types of creatives. The best performers were videos where we showed the customers’ problems (inconveniences of motorcyclists) and then their solutions thanks to our product.
We started using the Conversion/Sales objective with optimization for the “Purchase” event right away, because the product is a low-ticket item and has a significant portion of impulse demand, meaning that customers often buy it quickly and on emotion.
The last stage in the cycle of our monthly work is the optimization and scaling of successful advertising campaigns and ad sets.
It is important to understand that work on advertising campaigns does not stop. Working with larger budgets, an advertising account requires us to constantly monitor, optimize, and restart.
What exactly contributed to the achievement of the project goals?
First of all, it was the right product that really meets the needs of the target audience. Also, a good assortment and affordable price. Promotions and discounts that encourage site visitors to buy more units of goods, which increased the average check. A simple, fast, and converting website. And of course, a systematic approach to driving traffic to the website.
It is the combination of product-price-website-traffic that gives a high ROAS.
If you have an e-commerce project aimed at selling goods in the United States, contact our agency for advice to get an effective promotion strategy and clear tips.
