eCommerce Marketing Case Study: Extra £686,400 annual revenue in 4 months
By Daniel Boss
21st June 2021
If you have an eCommerce site, it is designed well (so many are not), and the check out flow is reasonable (so many are not!), you should be getting a very good ROI from your online marketing. First and foremost Facebook Ads and Google Shopping. If you're not, you need to read this.
4 Months to +£14k/wk Sales
This is how we took a not-very-well-known fashion brand from £9.8k per week in sales to £23.1k per week in sales in 4 months. And doubled their Return On Ad Spend (ROAS) in just 2 months.
It is not rocket science. It was achieved entirely through Facebook Ads, and separately we added a smattering of highly profitable Google Shopping Ads.
Here are the before and after Shopify sales screenshots.
Alright, So How?
Great eCommerce performance comes down to three vital ingredients: Audiences, Creatives and Campaign Structure/Bid Strategies.
Firstly we attacked the audiences and created:
- Multiple Retargeting Audiences (1 day, 3 day, 7 day, 14 day etc...)
- Special apromostions and dynamic product feed ads just for those audiences.
- Lookalikes - done correctly.
- Using the Facebook Ads API, sourced 4x more great in-Facebook audiences. Using the API is key to finding the most relevant audiences.
- Using external data sources, found another 3x audiences that would cost +10% of ad spend to use.
Then in the structure of the advertising there were clear breakdown winners:
So breaking out campaigns into their own groups of expected performance, and adding cost-caps to the lower performers got us the maximum possible sales.
The overriding remit was: anything above 4x ROAS is profit, but we ended up hitting 7-14x every given week from month 4 onwards.
The Ultimate Result
£686,400 additional annual revenue at a highly profitable ROAS just by tweaking this eCommerce store's Facebook Ads.
You either have the know-how or you don't with Facebook Ads.