The Challenge
They wanted to get more sales of their digital product at a 2x ROAS. They had been running ads before but without any luck and could only get a few sporadic sales, but it was not consistent. They were also losing money on each purchase and wanted to make profit on the first purchase.
Our Strategy
Achieving a profit on the first purchase using Facebook and Instagram Ads can be quite challenging, but we knew it can be achieved. We just needed to make some major changes to their campaigns and overall structure. While doing an Ad account audit we noticed that they were targeting interests that did not align with their customer avatar. This led to inconsistent sales, high cost per click and very low click through rates. In order to combat this we looked at their offer, messaging and price structure and proposed a new set of interests that they could target in order to kickstart performance. Once we implemented the new interests, we started to see more sales coming at over 2X ROAS.
This was done on an ad spend (Spending on both Facebook Ads and Instagram Ads) of just $2461.14.
In order to improve performance further and improve the volume of sales, we looked further at the messaging. We noticed that this was a digital product that required the sellers to offer a more thorough explanation to the customer before they felt comfortable buying the product. As soon as we discovered this, we made improvements to the copy to help make the customer comfortable enough to make the purchase. These changes led to an increased sales volume whilst maintaining profitability.
Our efforts lead total sales of $420,669.67 and an increase in 101% of their returning customer rate.
By simply choosing the correct interests and making the messaging compelling enough to the customer. We were able to achieve these results.
