Scaling to 300k FB ads

Introduction:

Zera is an International Ecommerce company that specializes in making affordable stylish jewelry for women

Problem:

At the start of advertising, they were profitable on both PPC channels ( FB and Google), but after some time they noticed the data was very off. because of the duplicated events on the website.

So the ROAS and the attributed event to marketing was actually half of what it showed.

Job/Task:

Improve the ROAS and revenue to the data it showed

Improve CRO of the page above double digits (yes the CRO was below 1%)

Improving email marketing and Increasing AOV

As with any jewelry brand the focus was on increasing AOV and returning customer rate and LTV.

The plan was to launch new products or iterations every month.

Solutions/ongoing goal:

Completely changed the website ( reverted to old theme which performed better)

Tested a lot on the headlines, reviews and an overall smoth shopping experience

Focused on Revenue/link clicks-> the traffic from FB was supposed to break even-> generating profit with Google and Email ( 40% of the revenue)

Takeaways:

Don’t fix it if it ain’t broke.

Attribution and whole understanding of how much every channel brings you is more important than ever

The real money is in the backend