What is the most important end-goal of all consumer brands that have a social presence? It’s—sales! Sales! SALES!
In this case study, we’ll explain how we used a funnel strategy on Facebook to establish brand presence, increase traffic and generate over 140+ direct e-commerce sales in a three-month period.
A bit about the client:
The client, whose name has been redacted, sells a product line that can be purchased one-time or in a monthly subscription.
Goal: Establish brand presence and increase online sales.
Challenge: Prior to partnering with us, our client had never advertised on social channels and didn’t have much audience or data to build off of.
Execution: To help achieve the goal, we set up a funnel that encouraged conversion (online sales).
The funnel: Since the client had never advertised prior, our goal for the first month was to send traffic to the website, warm up the cold audience and allow the social channels to find prospective customers.
The campaign included multiple ads with varied messaging that was a/b tested and was targeted two different audiences, including one built on interests and behaviours.
While our initial goal was building awareness and traffic generation, we were also able to account for 14 purchases and 46 add to carts on top of the 188K+ impressions, 1,418 landing page views and 8,790 engaged potential customers we mustered with only $500 ad spend.
Now that we had established a strong brand presence and increased website traffic, it was time to move on to the exciting part of generating online sales. So, how did we do this?
The funnel – acquisition:
The budget was split 70/30 for this stage of the funnel. The larger part of that portion was put towards targeting audiences built off demographics + interests + behaviours, as well as lookalike audiences based off the data we were able to compile from the traffic portion of the funnel—such as add to carts, purchases, website visitors, etc.
The other 30% was put directly towards retargeting customers who have recently interacted with the ads and website but hadn’t converted yet to make a purchase.
In the two-month time period, where data is really only beginning to get redefined and smarter, we were able to account for 140+ direct purchases and 250 add to carts that can be further retargeted.
With a $1400+ budget, the cost per purchase at this stage is still higher than we would like to see but as you refine your campaign, those margins decrease. When determining your ROI, you also have to factor in other elements—such as the fact that these are largely recurring purchases so you have a higher upfront cost per action but a longer profit run.
If you believe your business needs help growing an online presence and converting new leads, the GMD team can help you develop the marketing strategy that works best for your business. Get in touch with us, let’s Get More Done.