Situation.
The client had a history of steady eCommerce growth but sought to make a significant impact during the upcoming August sale. Their goal was to increase conversions and ROAS during the promo period while pulling back on overall spend to manage budget efficiency and reflow budgets to other initiatives. Past efforts to scale quickly had sometimes resulted in missed opportunities, leading to concerns about whether an aggressive approach would deliver the desired results.
Objectives.
Achieve a 8x ROAS for the August sale period.
Optimize media spend for the most efficient use of budget, targeting high-intent audiences.
Our Approach.
To address the client's goal of maximizing ROAS and conversions with a leaner budget, we implemented a strategic approach that included creative testing and a shift from full-funnel efforts to a focused strategy in August:
TOF Preparation: Ran TOF campaigns throughout June and July to build audience pools and prime potential customers for the upcoming sale.
Creative Testing: Conducted rigorous creative tests during June and July to identify top-performing ad creatives, ensuring we entered August with proven assets for maximizing impact during the prime sales period.
MOF and BOF Focus: Transitioned to Middle-of-Funnel (MOF) and Bottom-of-Funnel (BOF) campaigns in August to target high-intent audiences ready to purchase, making the most of the prime sales period while optimizing budget allocation to reduce spend.
Strategic Creative Refresh: Refined ad creatives to emphasize urgency and exclusive sale offerings.
Optimized Budget Allocation: Focused the budget on the top-performing ad sets and campaigns, ensuring spend was concentrated on the highest-converting audiences, aligning with the client's goal to pull back on overall spend.
Services Provided.
Campaign planning
Full-funnel media management
In-depth performance analysis
Creative testing and insights
Key Results.
11%
Increase in in conversion volume, despite a 56% reduction in spend
11x ROAS
Achieved during the key sales period in August, up from 4.5x in July
10%
Growth in revenue, demonstrating the impact of our strategic optimizations
Result & Positive Impact
We achieved a substantial increase in ROAS, soaring from 4.5x in July to 11x in August. This leap demonstrated the effectiveness of our strategy in capturing high-value audiences and maximizing sales during the prime sales window. This outcome proved that optimizing for high-intent audiences and leveraging top-performing creatives allowed us to achieve significant results.By refining our audience segmentation and incorporating insights from earlier creative tests, we elevated the overall performance in their sale season.
The success of the campaign brought a renewed sense of confidence and optimism to the client. Having been skeptical about paid media’s potential due to past experiences, they were thrilled to see such outstanding growth, especially with a lesser budget.