Do you remember the last time you searched for someone on Facebook, and you couldn’t find them? No? That’s because it’s extremely rare. Nearly everyone is on Facebook these days.
With over 2.4 billion monthly active users, Facebook presents a huge opportunity for businesses to connect with their potential customers. Facebook is also the preferred marketing platform for many businesses and rightly so. But with decreasing organic reach, they now need to rely on Facebook Ads to get the results they want.
Just spending on Facebook ads doesn’t guarantee results. In fact, I know many company owners who’ve spent good money on Facebook ads and struggled to get results. When you invest in advertising, your money is on the line so you’ll want to know how to get the best return on your investment.
In this case study, we are going to show you how we generated a return on Facebook ad spend (ROAS) of 51.23x.
Meaning, for an ad spend of £145, we made £7428.85 for one of our clients.
Proper Targeting Can Make or Break Your Campaign
The number one attribute of a successful Facebook ad campaign is targeting the right people with the right message. If you are trying to sell something to someone who has not heard about your business and is not interested in what you offer, your campaign will fail. Likewise, if someone purchases your product or services frequently, and your paid ad shows them a general informational message, your campaign will still probably have minimal results.
Targeting is not simply figuring out where your target audience lives. Proper targeting includes getting all of these metrics right.
- Where does your intended audience live?
- What is the age of your target audience?
- What gender are they?
- What language do they speak?
- What are their interests?
- Where do they hang out online?
- Who are the thought leaders and gurus they follow?
If you get too many of these wrong, your ad won’t get the result you want, no matter how fantastic your ad copy and creatives are.
Sending the right message to the right audience is the most important factor in determining the performance of your ad.
How We Nailed the Demographics for this Bridal Shoe Manufacturer
Our target audience for the main conversion campaign are people who fall in the middle of the sales funnel; meaning, people who at least know about their company and what they offer. Since they sell bridal shoes, this is what we have done.
1) We target females only (it doesn’t make sense to show bridal shoe ads to men).
2) We target people who are in the middle of the funnel only. They’ve shown an interest in this shoe manufacturer but haven’t purchased.
3) Any women who have already purchased from the client are placed in the ‘excluded’ audience list.
4) Our ads are shown to people interested in bridal things and who are likely to be getting married in the near future.
Our Refined Messaging
Since we are targeting people who are in the middle of the funnel, they know about this business already. Our goal with the messaging is to get the audience excited about something that many brides easily ignore, glamorous shoes for their wedding day. Our ad copy focuses on:
1) Why wedding shoes are NOT a one-night stand. They have sophisticated and universal designs that people can wear to many other events.
2) How picking the wrong pair of shoes in the name of fashion can backfire by causing foot, legs and back pain
3) How choosing the right pair of shoes can relieve their worries about having foot pain on their ‘big day’.
4) How their 30 days return policy means brides can shop stress free knowing they can return their unworn shoes for any reason.
Our 2 Way Approach to Generate New Customers and Make Sales
While the above campaign generated a gigantic return on ad spend, we didn’t just stop there. We bring in new customers to their business by showing ads to potential wedding shoe buyers who have not heard of their shoe business before. Properly targeted audiences and refined messaging is just as important when trying to reach customers at the top of your sales funnel as it is with those in the middle.
By spending £63.32 on Facebook ads, we were able to generate sales of £815.58, which is 12.88x times than the money spent.
Putting the right message in front of the right audience resulted in a good return on ad spend, and it allowed the ad to perform well in other metrics, including Click Through Rate, Frequency, Cost Per Results, etc.
If you would like to see how we can create similar results for your business, click below and schedule a free consultation.