Ecommerce is no longer just about creating a store on Shopify and pumping money into ads and relaxed types of business.
It is taking strategic steps, testing, failing, and then eventually understanding what works and then SCALE it
In a nutshell, this is the approach we always follow for all the brands
Research -> Test -> What worked & What did not work -> Double down on what works -> SCALE it
A confectionary brand with great margins close to 80% – 85%, already had good sales with organic presence and also from their offline stores.
Breakeven: 1.3 ROAS
Achieved: 2.37 ROAS
Returns from 4 Months period with 237% ROAS
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January – The Beginning
The main goal was to achieve a Brerakeven this month and test the products that were fit for advertising.
Not all products are fit for advertising, some are great add-ons, some for retention. Make sure to always separate each one of them
We launched 3 campaigns for the start (later 2 more) one for creative testing to test multiple ads, another one for prospecting, and finally retargeting
Retargeting did not prove to be very promising so we lowered the spending there and went heavy on the acquisition part in the prospecting campaign
Used the same creatives in prospecting and retargeting campaigns. First, the creatives were tested on small budgets, if the metrics look good they were shifted to prospecting and retargeting campaigns with increased budgets
Total campaign budgets were 8x – 10x CPA
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Result – We achieved breakeven comfortably, and were close to 200% Returns from ads
February – The Best Month
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In Feb, the brand introduced 5 new products for Valentine’s day. The sales started to pick up and we achieved the breakeven just a few hours after we started a campaigns
This provided confidence for scale in the next 30 to 35 days. So, we deployed a full-funnel strategy. Combining the power of Facebook ads and Influencer marketing.
Roped in a couple of influencers 20 days before the Valentine and asked them to share stories, and their feedback on the products shipped to them for free. This provided some solid branding and social proof.
This we leveraged in ads and hit the customer at the right time when they were newly introduced to the brand by the influencers.
Tip: We also used similar creatives the one’s influencers posted in their stories to build the relevance with the audience
March – The New Beginning
The brand is from Maharastra (A state in India) so, it is the month of New Year for Maharashtrians.
No new campaigns were launched, we just used the old best-performing creatives clubbed with the best audiences and launched the ad.
One of the creative we used, performing consistently for 45 days was astonishing to see
Multiple videos targeting angles from – “How it made” to “Unboxing videos”
Excellent carousel ads with simple product-focused shoots with 3 to 4 words on each creative – Delicious, Tasty, Mouth-watering, Melt-in-Mouth
April – The New Start
This month was mainly testing new products and finding winners. Since we noticed we overly relied on 3 products and there was a need to find new winners.
We tried launching the catalog ads but soon had to pause since they did not perform well. So, just carried on with conversion ads.
Dyanmic Product ads are a great way to reach your existing customers
New pieces of copy were tested. One thing we did was used One-Word Headlines, and it performed well but was not very promising for scale
Ex: Some headlines – Delicious, Tasty, Melt-in Mouth
The idea is to find new winners and run alongside the existing winners.
That is it for now!!!
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Oh! You have come to the end.
A brownie, since you reached the end
Just burned 2,000 calories. That’s the last time I leave brownies in the oven while I nap.
Thank you for reading
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