Niche clothing retailer - Facebook Ads case study

AVERAGE MONTHLY ROAS: 3.42

ROAS OF 1ST MONTH (INC NON-CONVERSION CAMPAIGNS): 8

HIGHEST ROAS ON A CAMPAIGN: 35

How it began

An agency has handed to us the ad account of a successful retail brand that focuses on a particular music niche. Whilst the other agency handles other aspects of the client’s digital marketing, our focus was on Facebook and Instagram

advertising. Our job was simple; match the sales through Facebook & Instagram to those already being generated through Google Ads or offline.

The journey ahead

The main contact at the agency was an amazing and experienced individual who made the working relationship as pleasant as possible. It didn’t take long to put together a plan of action and get work started on the ad accounts. Analysing the ad account showed that before our two respective agencies came on board, itmostly had top of funnel engagement campaigns mixed in with other non￾conversion based campaigns. Although these are an essential part of an overall strategy, there were no campaigns that targeted users once they’ve engaged with the brand (whether ads or organic content). We quickly set up the middle and bottom ends of the funnel to drive up sales and used various incentives to entice people to take action.

And off we go!

Success! The first month went well, achieving 8 ROAS with various campaigns. The sales ads were so successful that in the months that followed, the retailer created a new website just to handle sale items.

AVERAGE MONTHLY ROAS: 3.42

ROAS OF 1ST MONTH (INC NON-CONVERSION CAMPAIGNS): 8

HIGHEST ROAS ON A CAMPAIGN: 35

How it began

An agency has handed to us the ad account of a successful retail brand that

focuses on a particular music niche. Whilst the other agency handles other aspects

of the client’s digital marketing, our focus was on Facebook and Instagram

advertising. Our job was simple; match the sales through Facebook & Instagram to

those already being generated through Google Ads or offline.

The journey ahead

The main contact at the agency was an amazing and experienced individual who

made the working relationship as pleasant as possible. It didn’t take long to put

together a plan of action and get work started on the ad accounts. Analysing the

ad account showed that before our two respective agencies came on board, it

mostly had top of funnel engagement campaigns mixed in with other non￾conversion based campaigns. Although these are an essential part of an overall

strategy, there were no campaigns that targeted users once they’ve engaged with

the brand (whether ads or organic content). We quickly set up the middle and

bottom ends of the funnel to drive up sales and used various incentives to entice

people to take action.

And off we go!

Success! The first month went well, achieving 8 ROAS with various campaigns. The sales ads were so successful that in the months that followed, the retailer created a new website just to handle sale items. would retarget all those audiences depending on the actions they took, including dynamic product ads (DPA) for those that viewed product pages (View Content).

In addition, there were campaigns to grow the email list by running competitions and or getting foot traffic to sale events in store.

All in all…

There were a number of factors that made this campaign successful. First of all, as the person on the other end was an agency, communicating ideas and implementing strategies was quite straightforward. This not only saves time but also energy. With other clients who may not have a contact point that is familiar enough with the ins and outs of digital advertising, we pre-empt this by offering some basic training during the onboarding stage so we’re all on the same page and can formulate effective strategies together in line with the client’s business goals.

The second factor was that as an established retailer, the client had enough organic clicks and conversions (from views to purchases) so it worked well with the Facebook algorithm. They also had a lot of Facebook & Instagram followers in addition to a decent-sized, upto date and GDPR-friendly email list.

Finally, and this part is crucial; video content was regularly produced so we could run effective campaigns. All in all, it was a client who was digital savvy and was ready to take full advantage of the opportunities that advertising online brings. We try and learn from everything we do, and this client had a lot to offer!