I ran Facebook ad campaigns for an e-commerce sportswear brand from July 1 to October 9, 2023. This analysis covers the strategies implemented, the rationale behind each decision, and the results achieved.
Period 1: July 1 - July 20, 2023
Strategy: Targeted Facebook engagers and website visitors to analyze audience behavior and refine targeting strategies. This phase also involved targeting specific interest-based audiences to identify the most effective segments, followed by retargeting based on the gathered data.
Actions Taken:
- Launched initial campaigns targeting known engagers and website visitors.
- Monitored ad performance through weekly reports.
- Analyzed link clicks and purchase data for audience insights.
Rationale: This period established a foundation for understanding which audiences were more likely to convert, providing a baseline for future comparisons.
Results:
31 purchases
1,324 link clicks
Return on investment (ROI) of 14.94
Period 2: July 24 - July 31, 2023
Strategy: Introduced a lookalike audience based on Facebook engagers to expand reach.
Actions Taken:
Allocated an additional $10 daily budget to test a lookalike audience.
Launched and monitored the lookalike campaign.
Adjusted based on initial responses.
Rationale: The aim was to broaden the audience reach while maintaining or improving the return on ad spend (ROAS) and purchase rate.
Results:
85 purchases
934 link clicks
ROAS of 46.33
Period 3: August 8 - August 15, 2023
Strategy: Increased budget to scale the campaign, focusing on maximizing purchases.
Actions Taken:
Doubled the budget to $60, later increasing it to $100.
Monitored the impact of budget changes on campaign metrics.
Rationale: With the current strategy's success, increasing the budget aimed to amplify positive results.
Results:
125 purchases
2,123 link clicks
ROAS of 43.67
Recommendation for Screenshots: Budget adjustments on August 15th and their impact.
Period 5: October and beyond
Strategy: Continued focus on optimizing total conversion value and minimizing cost per purchase, emphasizing sustainable scaling.
Actions Taken:
Implemented A/B testing with different ad creatives to enhance engagement and conversion rates.
Adjusted ad spend based on performance data, prioritizing high-performing ad sets.
Continued refining audience targeting based on conversion data and engagement metrics.
Rationale: Building on the previous months' success, October's strategy aimed to scale effectively while maintaining spending efficiency and targeting precision.
Results:
Significant increase in total conversion value.
Maintained a low and efficient cost per purchase.
Conclusion
The campaigns from July to October 2023 demonstrated a strategic evolution focusing on key financial metrics, leading to sustained success. The latter months' emphasis on total conversion value and cost per purchase showcased an advanced approach to Facebook advertising, balancing scale and efficiency.
Key Takeaways:
Focusing on total conversion value and cost per purchase proved advantageous.
Continuous analysis and refinement of ad sets were crucial for maintaining campaign momentum.
The ability to pivot campaign focus based on performance data was essential for sustained success.
Ultimately, the campaign achieved an impressive $170,000 in revenue with just $12,000 in ad spend.
