Client Overview:
“Clients” is an online business platform in Bangladesh, focusing on providing a wide range of products to its customers. With a growing presence in the e-commerce sector, “Clients” aimed to increase its sales and attract quality customers through effective Facebook advertising and strategic media buying. The brand needed to generate consistent traffic, increase customer engagement, and drive website purchases.
Key Challenges:
- Brand Visibility: Despite having a presence in the competitive e-commerce market, SBI Market needed to improve its visibility to stand out from other established players in the industry.
- Low CPA (Cost per Acquisition): The brand aimed to reduce its cost per purchase while increasing the number of website purchases, targeting both new and returning customers.
- Optimizing Campaigns: With a limited budget and the need for cost-effective marketing strategies, optimizing Facebook ad campaigns was a key focus.
Goals:
- Increase website purchases and conversions.
- Improve cost-efficiency by reducing cost per purchase.
- Grow the number of returning customers and overall engagement.
Key Strategies & Actions:
- Targeted Facebook Ads: Using Facebook Ads Manager, we created highly-targeted campaigns aimed at driving quality website purchases. Our strategy focused on customer segmentation, ensuring that the ads reached users who had a high likelihood of converting.
- Optimized Ad Spend: By leveraging Facebook’s optimization tools, we continually optimized the campaigns for better performance, ensuring the ad spend was used efficiently. Our campaigns reached a wide audience, and we tracked conversions to ensure cost-effective advertising.
- Engagement & Retargeting: To engage customers, we used a mix of carousel ads, video ads, and lead generation forms. Retargeting campaigns were set up for users who had previously interacted with the page or website but hadn’t made a purchase.
- Conversion Optimization: We implemented a Conversions API alongside the Facebook pixel, resulting in a 13% decrease in cost per result on average, as seen in similar ad sets.
- Performance Monitoring and Adjustment: Through real-time monitoring, we constantly adjusted our campaigns based on performance data. This allowed for continual optimization, ensuring the best-performing ads were prioritized.
Results:
- Website Purchases: Over a period of several weeks, website purchases surged to 316, showcasing a significant increase in conversions.
- Cost per Purchase: The cost per purchase was reduced to $2.58, demonstrating the effectiveness of the optimization strategies implemented.
- Total Spend: The total ad spend amounted to $814.14, with a significant return on investment due to the optimized targeting and retargeting efforts.
- Increased Engagement: The campaigns successfully drove traffic and engagement, with a noticeable increase in website interaction and customer involvement.
Conclusion:
By implementing targeted ad campaigns and continually optimizing for performance, “Clients” successfully achieved a reduction in cost per purchase while significantly increasing website purchases. With a focus on customer retention through retargeting, the brand has not only seen increased sales but also established a strong presence in the competitive e-commerce landscape.
Suggestion for Future Improvement:
While the campaigns showed great success, A/B testing different creatives and ad formats could provide deeper insights into which elements resonate best with the target audience. This can further optimize the marketing budget and improve the overall customer journey, leading to even more cost-effective campaigns and higher conversions.
