Brand Story

Goals

Results

• Scaled the campaigns from spending only $300 per month to profitably spending over 10k per month, while staying within the target CPA of $50
• The client demonstrated growth and CPA metrics that helped them secure another round of funding from investors

• Backend revenue reported plenty of unattributed sales, and accumulated monthly recurring revenue from acquired subscribers. This effectively launched the client above the 7 figure mark for the month of December
• Built a solid foundation for further scale

Facebook Ads Strategy

After auditing the account we had a more clear vision of what needed to be done.

• First, we needed to make sure that the pixel tracking was set up correctly. In an effort to provide 100% accuracy in data collection, we saw an opportunity within the issue itself. As the current pixel was not educated properly, we decided that we wouldn’t need it at all (even with its almost 3m impressions). Instead, we decided to create 3 new pixels: one for the subscription boxes, another for their gift boxes and a third one for their online store. This would allow us to separate the audiences for each part of the client’s business, as they fit different buyer’s personas. Because of that, we would also be able to create more relevant LLA’s.

• • After installing the pixel, we proceeded with the campaign structure and optimization. When auditing the account we noticed that there was not a proper labeling system and it was hard to understand what had been tested and what had not. That’s why we split the campaigns with the tags: By product (Subscription Boxes, Gift Boxes), by funnel step (TOF, MOF, BOF), by campaign objective (CBO, non-CBO) and by campaign optimization (Traffic, Conversions, DPA).

  Our team uses the same labeling system, as it has proven to work for both us and our clients. On our side, it reduces the time for management, while the client is able to understand and get a better view of what’s happening in their ad account.

The Campaign

The campaigns, on the other hand, were structured as a hybrid between new and mature ad accounts. We were able to successfully extract customer data and segment it by product, AOV and LTV. Additionally, although the original pixel was not a reliable source, we decided to take advantage of the conversions on Facebook—page engagement and video views.

• To verify the audience, we started to run tests with look-alikes of those audiences and we created a CBO campaign with 1% LLA’s. The campaign had 16 ad sets, each having 9 ads in them (total 144 ads).

• However, we didn’t stop there. We already had a Father’s Day promo that would ideally fit the client’s gift box. After the initial test with the subscription boxes and deciding on the winning audiences, we decided to put them all in a non-cbo campaign in a single ad set and test them with a pre-made promo post that was already running organically on the page. Our strategy was simple—verify the audience with small budgets and if it shows positive results, scale the heck out of it, as the offer was time-sensitive. In the first week, we hit x6.40 ROAS.
• Based on the result we proceeded as we planned—starting to scale. On Week Two we were able to add an additional 1000%+  to the budget, scaling it from $50 to $533 in 7 days, preserving the ROAS at 5.42 and achieving the goal of hitting 50 sales in two weeks that was set by the client before the launch.
• In the meantime, we continued with promoting the subscription box optimization. At the end of week two, we had a winning audience—creative and copy working in a match together.

• During the last week of August, we started scaling. We knew that we could afford a higher CPA and so we took advantage of it. We left only one winner in our testing campaign to run with the whole daily ad spend—dedicated to it only—and we started expanding placements and audiences to end August with 84 subscriptions at 1.97 ROAS.
• At this point, we started to add more budgets to the campaigns with the idea that we could sacrifice ROAS, as the average LTV of a customer is 3-6 months (or $200-$400). By mid-September we were able to accumulate 254 sales at x1.12 ROAS, which meant that with $12,400 ad spend, the client was  on their way to 7-figures, and scaling the weekly budget from $600 to $4300 (610% increase in ad spend) in 5 weeks.

• Beginning in September we launched periodic promotion campaigns such as Whisky Advent Calendar, Black Friday and Christmas gifts that kept driving cash flow while we scaled subscription campaigns.