Scaling an e-commerce fitness Brand Using Meta Ads with 5+ ROAS
Himanshu Agrawal
Despite offering quality products, they struggled to achieve profitability in their digital advertising efforts, with a ROAS below 2.
Our marketing agency was brought in to improve their audience targeting and increase their return on ad spend as well as their overall performance of the ads.
Approach:
1. Audience Analysis:
- Conducted comprehensive market research
- Analyzed existing customer data
- Created detailed buyer personas
2. Segmentation:
- Divided the target audience into specific segments: a) Fitness enthusiasts
b) Home workout beginners c) Professional athletes d) Gym owners
3. Custom Audience Creation:
- Developed lookalike audiences based on high-value customers
- Created retargeting lists for website visitors and cart abandoners
4. Platform Selection:
- Focused on platforms with high engagement in the fitness niche:
- Instagram
- Facebook
5. Content Strategy:
- Developed tailored content for each segment
- Created video tutorials, testimonials, and product demonstrations
6. Advanced Targeting Techniques:
- Implemented interest-based targeting
- Excluded States with Low Purchase power
- Utilized behavioral targeting based on fitness-related activities
7. A/B Testing:
- Continuously tested ad creatives, copy, and landing pages
8. Optimization:
- Regularly adjusted bids and budgets based on performance data
- Optimized for high-intent keywords and search terms
Results:
After implementing these strategies over 3 months:
- ROAS increased from below 2 to 5.4
- Click-through rates improved by 150%
- Conversion rates increased by 150%
- Cost per acquisition decreased by 60%
Key Takeaways:
1. Precise audience segmentation was crucial for success
2. Platform-specific strategies yielded better results
3. Continuous testing and optimization led to sustained improvement
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Posted Jun 21, 2024
fitness brand ROAS jumped from 2 to 5.4 in 3 months. Our agency used targeted strategies, custom audiences, and optimized ads to boost performance and cut costs
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