SUCCESSFUL ADVERTISING CAMPAIGN
TO GENERATE ASTONISHING 3+ ROAS
Louis Féraud is a men’s clothing brand. It offers formal shirts, ties, t-shirts, pants etc. They sell products in their retail stores as well as on their website. As it’s the era of the internet, they created an online presence to take advantage of digital marketing. Hence, after creating an online presence, they started running paid advertising campaigns on Facebook and Instagram.
But the results of the campaigns were depressing. Apart from failing to meet expectations, every campaign was a flop, and they even lost their advertising budget. Ads were attractive and eye-catching, target audiences were selected, but the conversion rate for ads was extremely low. They were not getting enough sales. They also couldn’t figure out the reason behind the failure as conversion rate depends on numerous factors. After facing all these challenges, they needed a digital marketing strategist to discover the solution and increase their sales. As a result, they approached me and asked me to overcome their challenges, achieve their goals, and make them profitable.
After taking on the project, I initially focused on figuring out the reason behind their failure. As part of my analysis, I examined their business model, product catalogue, circumstances, and size of the company. Next, I identified some of their competitors and investigated their activity on social media to understand their strategy. After that, I analyzed the customer segments. I traced out their interest in the products, reason to buy, buying motivators, and sales barriers. I also analyzed their ad contents, campaigns, and their performance.
I discovered some interesting and critical factors. Excited to know? Stay with me. My client’s product catalog fits into the value for money category. Their goal was to gain a competitive advantage by lowering the price of their products than their competitors. However, this action sends physiological misinformation to their buyers. They doubted the products’ quality and considered them to be ‘CHEAP’. Their target audience doesn’t want cheap shirts. If required, they are willing to pay $10 extra to buy a quality shirt.
The ad campaign had some issues as well. They used to boost random posts instead of creating separate ad creatives for the campaign. Ad creatives and content did not convert well. Also, the retargeting mechanism was missing. Their campaign setup inside Facebook Business Manager was wrong too. They targeted all audiences in one ad set. In one sentence, the campaign wasn’t a ‘SALABLE’ campaign.
To solve the problems, I performed a SWOT analysis and figured out the necessary changes for running profitable advertising campaigns. My suggestion was to raise the price of their products to $10-$25 to match their competitors. The tag of ‘CHEAP PRODUCTS’ was eliminated from buyers’ minds with this strategy. The best-selling products were highlighted as ‘Featured Products’ on the website. Next, to increase sales, I brainstormed a ‘HOT SALE’ campaign. In the campaign, a 10% discount was provided on the featured products and the campaign ran for only 15 days. The time constraint created a sense of urgency in buyers’ minds. They also have the fear of missing out. Buyers think they will miss the chance of buying quality products at a discounted price unless they buy at that moment.
After creating the strategy, it was time for execution. Do you remember, at the beginning, I did research on the business model, product catalogs, competitors, and customer segments? Based on the research data, I created several target audience personas. Then, I crafted the brand positioning and the promotional message for the campaign. Next, I set goals, a budget, and KPIs. Do you know which element is most responsible for the success of an advertising campaign? The creative aspect of advertising plays a vital role in its success. Hence, I created engaging, informative, and effective ad creative. Finally, it was time to run the ad campaign.
We decided to run a conversion campaign on Facebook, Instagram, and Google. I separated the target audience into two categories e.g., 1. Cold Audience, 2. Retargeting Audience. The cold audience targeting was focused on getting website visitors. Ads for retargeting audiences usually focus on removing sales barriers and making buyers more interested in buying the product. In the ad campaign, I created a separate ad set for each target audience persona. I setup the Facebook and Google pixels to track audiences’ activity on the website and calculate ROAS and other KPIs. Then, I uploaded the ads to each ad set. Ultimately, I ran the ads. After running, I managed the campaign for the whole period. I made necessary changes like increasing budget for high performing ad sets and cutting budget for low performing ad sets.
All the strategies worked very well. The campaign was extremely profitable. ROAS was 3.2+, which is a phenomenon. Louis Féraud experienced 350% growth in online sales within a month. My client is utterly satisfied with me and my team. Currently, we are providing digital marketing + social media management services to them.
I’m attaching two of the Ad Creatives from the campaign. My client didn’t allow me to attach screenshot of the result from dashboard. I’m also providing an example Digital Marketing + FB Ad Campaign Strategy document, so you can understand what’s inside the strategy and its effectiveness.
I cannot share the digital marketing strategy document of my clients due to their privacy. But I’m sharing an example digital marketing strategy document with you, so you can understand what’s inside the strategy & its effectiveness.
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