My team and I recently had had the privilege to work with a pretty unique concept ecommerce startup - Waft. The Singapore-based brand offers personalised, high-quality perfume.
While the product was interesting to say the least, the sales just weren’t there.
When we first started working with Waft, they were doing about 8-10 sales per day and it was costing them over $100 per sale (on a $100 product)... ouch!
Less than two months in and we managed to turn that ship around, taking Waft from petty and horrible FB ad results to half a million dollar monthly revenues from $100K ad spend!
I don't know about you, but that's pretty a pretty good ROI for ecommerce!!
I’m about to walk you through exactly how it was done. I’ll show you where we ran ads, how different traffic sources performed, what had the biggest impact on the success of the campaign, and what I’d do differently next time.
Before the rollout of new Facebook campaigns, we ran a full audit on the Waft ad account.
Some of the things we look for when running such audits include:
Placements: where have budgets fed to
Optimisations: Facebook goes through phases where it will give preferential treatment/results to certain campaign objectives - we look to see if the brand was leveraging some of these optimisation pockets to their advantage
Tracking and pixel heath: we check to see what sort of data has been "seasoning" the pixel and if this data is being used to further improve results
CTR and CPC: this helps us to assess the fit between creative and targeting