About the Project
Tasks
- Implement Facebook Conversion API to improve data collection accuracy and optimize advertising campaigns.
- Build an effective advertising infrastructure.
- Integrate Salesforce CRM to track which leads actually convert into sales.
- Find and test effective advertising combinations.
- Scale successful campaigns while maintaining ROAS.
- Achieve a stable return on advertising investment.
Targeting and Creatives
Broad Audience: Women and men aged 25-54 living in Ludington — users of Facebook and Instagram.
Creative Formats: For each segment, we used various formats: videos, carousels, and static images.
Instagram and Facebook Feeds: Static product photos.
Stories: Short animated videos with prices and specifications.
Reels: Video reviews of products and their features.
Segmentation by Order Value:
Low Order Value: Focus on basic models and discounts. Creatives featured photos of inexpensive products with emphasis on price and promotions. Call-to-action: “2 for the price of 1,” “Only X days left,” “Sale,” “Save X%.”
Medium Order Value: Emphasis on characteristics and reviews. Creatives included products with parameter descriptions. Call-to-action: “Learn about characteristics,” “Compare models,” “Read reviews.”
High Order Value: Priority on brand, quality, warranties, and service. Creatives showcased ready-made interiors and detailed demonstrations. Call-to-action: “100% warranty,” “Delivery in 24 hours,” “Premium quality.”
Execution of Work
- Preparatory Stage
- Individual advertising accounts for each project.
- Implementation of Facebook Conversion API and setting goals, creating audiences in Google Ads for further retargeting.
- Integration of Salesforce Small Business for eCommerce.
- Advertising Campaigns
- Separate advertising campaigns by demand types.
- Look-Alike audience (LAL) for buyers: 1% for low and medium order values, 1.5% for high order values.
- Retargeting on abandoned carts.
- Testing Creatives
- Groups with different formats: videos, carousels, and static images.
- A/B tests of texts and calls-to-action.
- Reporting and Automation
- Daily metric monitoring and data export to a table.
- Automatic rules for budget management.
Results
- Revenue: $14,258
- Total Costs: $3,301
- Average ROAS: 4.32
- AOV: $259
- Total Number of Purchases: 55
- Cost per Purchase: $60
Conclusions
- A well-structured campaign and precise segmentation by demand types allowed us to quickly find effective combinations.
- A Look-Alike audience of 1% for low and medium order values, and 1.5% for high order values, enabled effective campaign scaling even without historical data.
- A comprehensive analytics system and daily metric monitoring allowed us to disable ineffective campaigns, saving the advertising budget.