About the Client
The client is an art dealer. They sell fine art prints through their website.
The client had used Facebook ads in the past that were most successful. However, the cost per purchase was £22.78, which was too high to make a profit. They also had a small budget to work with.
We set out to try and deliver sales at a lower cost per purchase. We also wanted to deliver on our estimated RoAS of 180% - 660%.
We decided to start by building off the previous creative the client had used. While the cost per purchase ended up being too high, these ads did generate sales. So, something about these ads was resonating with the client’s customers. We just had to refine them to make them more profitable.
The client had limited funds to work with, so we started with a small budget of £15 per day.
As with all of our campaigns, we let the first batch of creatives run for a while to allow us to gauge what was working and what wasn’t. Once we had enough impressions we analyzed the data and started making changes to optimize the campaign.
What helped was all the things the client got right. Their store had a nice clean layout, excellent product descriptions, clear shipping information, multiple payment options, and a smooth checkout system. Their products were also priced affordably and they offered fast shipping, which led to a lot of great reviews.
All of this, combined with the Facebook campaign, resulted in a high number of conversions. But there were other contributing factors as well.
The home decor niche as a whole has jumped in popularity since the start of the pandemic.
Since people are spending more time at home they’re looking for various ways to decorate their house. So items like art are currently in high demand.
NFT (non-fungible token) blockchain technology is also making buying and selling digital art easier than ever, so that’s helping the popularity of this niche as well.
In the end, we were able to deliver on our promises. Here are some of the stats from the campaign:
$3,000 in total revenue
40+ reported sales
147K+ total impressions
263% RoAS (lifetime)
373% top ad set RoAS
$1000+ in spend
Video with Results - https://www.loom.com/share/9d90bf5ccbd047f7bf174464e095cbea
While the work we did on the Facebook campaign definitely contributed to these results, a lot of credit needs to go to the client. Having a website as effective as their’s makes running a campaign so much easier. You can have great ad creative, but if you’re sending customers to a poor website you won’t get any sales.
So, my advice would be to optimize your website first before investing in Facebook ads. If you’re going to be spending money on advertising you want to make sure every component is working right. While it might be tempting to jump into ads right away it’s worth waiting until your site is ready.
We offer no-obligation consultations where we offer our insights on whether the website is primed for running ads or not. You can reach out to us using the channels below.
The client purchased our Advanced Lite package, which included campaign set-up, multiple ad variations, ad monitoring, optimization, and more.