Client:
Luxury ecom retailer selling high-priced womens shoes.
Goals:
- Discover new viable audiences
- Acquire Customers
- Scale up spend
- Decrease CPA
Results:
- 54% increase in spend
- 24% decrease in CPA
- 104% increase in website purchases
- 116% increase in website conversion value
- 32% increase in website leads
- 70% increase impressions, 40% increase in reach, 224% increase in post engagement
Challenge/Strategy:
Facebook Advertising played a large part in this strategy. By digging into google analytics, Facebook Audience Insights and competitor analysis, we discovered viable new acquisition audiences to target. We used various targeting methods such as demos, interests, behaviors, geos & job titles to get a broad reach. By conservatively manually bidding across all audiences and considering audience exclusions, I was able to reduce client’s CPA while still scaling up spend & reach. I created a testing framework for creative and messaging optimization which resulted in increased engagement and click-through rates. I tactfully segmented the source lists of our client’s lookalike audiences and used appropriate manual bids at each level of segmentation, which instantly boosted performance and decreased CPA. I built out a highly segmented retargeting campaign to reach previous site visitors with different creative and messaging at each stage of the funnel.
