Generated 303% RAOS in 3 months for a Premium Chocolate Brand
With No Data, From Scratch
Niche: Food Product: Premium Chocolates
Breakeven ROAS: 1.4x ROAS
Generated: 3.03x
Disclaimer: This is a Long post.
๐๐ก๐๐ฅ๐ฅ๐๐ง๐ ๐๐ฌ When the brand started off with us, they already had 5 offline stores already up and running.
They had a wide range of products in the premium category with a mouth-watering taste for each and every product. It is when the second wave hit, they decided to try out online and then expand their target audience and user base.
They were selling their products with aggregators, but nothing from their website. But this meant they had no information, no tracking data, everything was from scratch.
The whole ad account was completely new, but the products were selling. Even the website went live just a few days before the campaigns were live, so, it a complete from scratch.
This meant, with the right marketing and audience targeting we could sell the products to the right audience and scale it up!
๐๐จ๐๐ฅ๐ฌ:
Generate sales to their online store
Warm-up their account
Find the best audiences and products to sell online
Achieve breakeven of 1.4 (Did achieve more than double of this!)
Build an audience presence online
Create brand awareness ๐อ๐ถอ๐ฐอ๐ธอ๐ผอ๐ณอ๐ณอ อ๐ฐอ๐ฎอ๐บอ๐ฝอ๐ฎอ๐ถอ๐ดอ๐ปอ อ๐อ๐อ๐ฟอ๐อ๐ฐอ๐อ๐อ๐ฟอ๐ฒอ:อ
C1: Interest-based targeting of audience
C2: Lookalikes from their social media audience
C3: Warm social media audience
C4: Best audience interests scaling, and separate ad-sets on a CBO with best performers
C5: Retargeting MOF and BOF
๐๐๐ง๐๐ก๐ฆ๐๐ซ๐ค๐ฌ: Since they had multiple products in their best-selling category in numerous price ranges.
Started off with test campaigns where I would just check the engagement rate for each product, no LPV, no ATC, no sales. This helps to determine the selling power of the products.
After over 13 days of testing over 16 products, the best five were finalized
- Chocolate Cubes
- Bonbons
- Dragees
- Choco Slimer
- Hot Chocolate
It is best to test the product before jumping on to create multiple creatives and testing them. Not all best-selling products are sold offline but sell online at scale.
๐1 – ๐๐ง๐ญ๐๐ซ๐๐ฌ๐ญ ๐๐๐ฌ๐๐ ๐ญ๐๐ซ๐ ๐๐ญ๐ข๐ง๐
Before starting any campaign I use my customized โFB ads templateโ for research and finding the best interests to target the right audience.
Since this would be the first time the audience would hear about this brand, a total of 14 marketing angles were used to test and find the best ones.
Each creative was used to convey and grab attention from a different marketing angle. With 12 ad sets targeting both single interest ad sets and multiple interest ad sets were life.
The single interest ad set outperformed the multiple interest ad set. And so, after a few days, all the multiple interest ad sets were converted to single interest ad sets and started.
Out of 12 ad sets, I found 3 audiences matching the right KPIโs for scaling. There are multiple ways to check if the campaign is good for scaling such as ROAS, CPA, AOV, and many more
๐2 – ๐๐จ๐จ๐ค๐๐ฅ๐ข๐ค๐ ๐๐ฎ๐๐ข๐๐ง๐๐ As mentioned there was no historic data available with the brand to create lookalikes.
Thus the social media audience was used to create lookalikes and find the best audience. Social media always create audiences based on multiple touchpoints
Audience who have messaged the brand
Audience who have interacted with the brand post
Most of the time I have seen lookalike audiences created from engagement with posts outperform every other social media audience.
In this case, Instagram 1% lookalikes performed the best beating the next best by 1.5 times
๐3: ๐๐๐ซ๐ฆ ๐ฌ๐จ๐๐ข๐๐ฅ ๐ฆ๐๐๐ข๐ ๐๐ฎ๐๐ข๐๐ง๐๐
Social media audiences may not be as good as your email list. But it certainly has a lot of potential in them for scale. This holds true for this brand as well
๐4: ๐๐๐ฌ๐ญ ๐๐ฎ๐๐ข๐๐ง๐๐ ๐๐ง๐ ๐ฏ๐ข๐๐๐จ ๐ฏ๐ข๐๐ฐ๐๐ซ๐ฌ In these campaigns the best audiences from the TOF campaigns particularly LLA and interests-based targeting were scaled.
My scaling strategy is not fixed; it depends on the outcome and performance of the ad sets. โผ A couple of strategies that have worked well is
โผ Incrementing daily budget by 20% every 2 days
โผ Running an automatic rule to increase budget 50%, 100% based on the number of sales at the ad set level, to extract everything from the best days of the campaign
Here, separate ad sets were used to target video viewers based on their watch percentage. This is the merit of using video creatives in TOF
๐5: ๐๐๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ This campaign is all about marketing.
Tested
Ad set with website visitors (7,14,21,30 day window)
Ad set with ATC (14, 30-day window)
One ad set with all custom audiences (Website visitor, ATC, API, Purchasers)
Ad set with IC ( 7, 21 windows) For some absurd reason the website visitors and ATC audience outperformed even the purchaser’s audience.
Here the creatives used would mostly revolve around offers, discounts, and free shipping. Since the audience already knows you, all they need is an incentive push to take action and complete the transaction
Advantages of clean structure and professional scaling
With a clean campaigns structure, it becomes simple to identify pockets of the audience that are ideal to be scaled and juiced out.
Professional scaling helps to scale the best ones with a pre-defined strategy that is not going to disrupt the CPA and ROAS.
HOORAY!
Thank you for reading and you have made it to the end!
If you are looking for help with your business shoot an email to [email protected]
For additional resources, you can DM on Facebook, LinkedIn, Twitter
Wanna Grow Your Revenue & Sales of your Ecom Business?
