E-Commerce: 8X ROAS on Meta

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Objective:
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Our e-commerce client needed a scalable strategy to drive more online sales and improve their return on ad spend (ROAS). Alongside these sales goals, they aimed to build their email list to nurture leads and create future remarketing opportunities. With an AOV of ~$900, we set out to create a comprehensive funnel approach using Meta ads, targeting customers at different stages of their journey with precision.

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Strategy: Advanced Funnel Approach with Meta Ads

To achieve an 8X ROAS, we leveraged a strategic mix of Advantage+ Shopping Campaigns (ADV+) at the top of the funnel, combined with Dynamic Retargeting at the middle and bottom of the funnel.

1. Top of Funnel: ADV+ Shopping Campaigns

At the top of the funnel, we utilized Meta’s Advantage+ Shopping Campaigns to reach new audiences who hadn’t yet interacted with our client’s brand. Here’s how ADV+ Shopping campaigns helped us maximize reach and drive awareness:

• Broad Audience Targeting: ADV+ Shopping Campaigns enabled us to automatically target high-intent audiences using Meta’s advanced algorithms, which take into account user behavior and purchase patterns.
• Setting a Max Spend % on Existing Customers: After the existing customer list had been defined, we set the ADV+ campaign to only spend 5% of the daily budget on existing customers.
• Optimized Product Ads: These campaigns showcased a variety of products, presenting them in engaging formats that appealed to different segments. This was particularly effective for attracting shoppers who might be interested in our client’s offerings.
• High-Quality Creative Assets: To make the most of this top-of-funnel campaign, we used EGC (Employee generated content) and static product feature ads to introduce potential customers to our client’s brand and products. This helped us increase awareness and drive qualified traffic.

By using ADV+ Shopping at the top of the funnel, we built a solid audience pool of interested shoppers who were ready for the next stages of the funnel.

2. Middle and Bottom of Funnel: Dynamic Retargeting with Contextual CTAs

Once we generated interest at the top of the funnel, we moved those users down the funnel with Dynamic Retargeting. This approach allowed us to reconnect with people who showed interest in specific products by visiting product pages or adding items to their cart but didn’t complete the purchase. Here’s how we executed it:

• Personalized Product Ads: Through Meta’s dynamic retargeting, we showed users ads featuring the exact products they viewed or added to their cart. These personalized ads are highly effective at recapturing interest and encouraging users to return.
• Clear Contextual CTAs: To drive conversions, we included clear and contextual call-to-action (CTA) messages tailored to each stage of the journey. For instance:
  • Middle of Funnel (Product Viewers): For users who visited a product page but didn’t add it to their cart, we used CTAs like “See More Details” or “Take a Closer Look.”
  • Bottom of Funnel (Cart Abandoners): For users who added products to their cart but didn’t purchase, we used persuasive CTAs such as “Complete Your Purchase” or “Get It Before It’s Gone!”
• Special Offers & Reminders: Where relevant, we added urgency or incentives, such as limited-time offers or free shipping reminders, to encourage users to complete their purchase.

This dynamic, retargeting-driven approach allowed us to engage users at every touchpoint and nudged them towards conversion. By showing them the exact products they were interested in, with personalized CTAs, we created a seamless and persuasive customer journey.

3. Email List Building: Giveaway Campaign

To support long-term growth and foster customer loyalty, we launched a giveaway campaign designed to rapidly expand the client’s email list. This strategy achieved impressive results at a minimal cost:

• Cost-Effective Lead Generation: This campaign added over 2,000 new subscribers to the client’s email list, at an impressive cost of just $0.15 per email collected. The giveaway not only grew the email list but also created a new pool of engaged leads for future marketing.

Results:

We are thrilled that our implementation of the above strategies has resulted in the following:
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8X ROAS over the last 4 months

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