Client Overview:
“Clients” is an online store specializing in Islamic products, particularly prayer beads, essential oils, and other religious items. With a strong following of 7.6K people on Facebook, the store aims to enhance its reach and increase sales through effective Facebook ad campaigns. The brand focuses on offering high-quality products to its customers and wanted to boost customer engagement while maintaining a low cost per purchase.
Key Challenges:
- Brand Awareness: While “Clients” had a steady following, they wanted to expand their customer base and increase brand visibility in a competitive market.
- Cost-Effective Advertising: Given the modest advertising budget, the goal was to keep the cost per purchase low while generating consistent sales.
- Converting Engagement into Sales: The challenge was to not just attract customers but convert their engagement into actual purchases.
Goals:
- Increase website purchases and conversions.
- Achieve a low cost per purchase.
- Enhance customer engagement and brand awareness.
Key Strategies & Actions:
- Targeted Facebook Ads Campaigns: Tasbih used highly-targeted Facebook ad campaigns to reach users interested in Islamic products. By segmenting the audience based on religious interests, demographic factors, and behaviors, the brand ensured the ads reached the right audience, increasing the likelihood of conversion.
- Optimizing for Conversions: Ads were optimized for conversion, meaning they focused on users who were likely to make a purchase. This strategy helped in maximizing the return on investment by reducing unnecessary ad spend.
- Video Ads to Increase Engagement: Tasbih used engaging video content showcasing their products, including close-ups of prayer beads, oil bottles, and other religious items. The video hook rate was 12%, indicating strong initial engagement, while the hold rate stood at 6.21%, showing that customers remained engaged throughout the video.
- Retargeting and Lead Nurturing: To ensure no potential customer was left behind, retargeting ads were run for users who had shown interest in the products but didn’t complete the purchase. This kept the brand top of mind and increased conversion rates.
- Performance Monitoring and Adjustments: Continuous tracking of campaign performance allowed Tasbih to adjust ad creatives, targeting, and budget in real-time. The campaign data was used to identify which strategies were working best, leading to ongoing optimization.
Results:
- Website Purchases: Over the course of the campaign, Tasbih achieved 1,019 website purchases, marking a significant boost in sales.
- Cost per Purchase: The cost per purchase was optimized to $0.80, which was significantly lower than the industry average.
- Total Ad Spend: The total spend amounted to $814.98, with an excellent return on investment.
- Video Performance: The video ads achieved over 1.46 million video plays, with an average video play time of 00:02, further increasing engagement and exposure.
Conclusion:
Tasbih successfully utilized Facebook ads to increase its sales and customer engagement. By targeting the right audience, using video content effectively, and optimizing for conversions, the brand was able to achieve a high number of website purchases at a very cost-effective price. The continuous analysis and adjustments to the campaign strategy ensured that the budget was spent wisely, leading to significant growth.
Suggestions for Future Improvement:
- Expand Video Content: Testing longer video formats or customer testimonials could help improve the hold rate and engage users even further.
- Product Bundles: Introducing bundled offers in ads could increase average order value and drive more sales.
