DressUp is a women's fashion/boutique that had really felt the impact of the iOS 14 updates. Their spending had been drastically reduced as their results & ROAS were severely decreased. They were looking for someone who could take their existing data and audiences and utilize the new Facebook process using cutting edge techniques and account structure.

They had several positives that really helps a brand scale and maintain great ROAS:

1. They had a very large audience of devoted followers. Their return-purchaser percentage was well above DTC averages ,and they had a good amount of engagement on their posts.
2. They had an entire Google Drive of hundreds of creatives ready to go, with new creatives added on a bi-weekly basis from regular photoshoots and new product drops.
3. They had an almost unlimited budget, as long as the results were there. They were only spending so little at the current time because they couldn't get the ROAS they needed.
4. They were fully trusting of my process, structure, and abilities.

A complete takeover and rework was needed for both their Facebook & Instagram Ads and their Google Ads. Their account structure was not set up to bring optimal results on either platform and that was change number one.

Throughout the setup process we had video calls approximately 1-2 times per week to make sure that the creatives we were using, the copy we had chosen, and the landing pages for the ads were all correct from both of our sides. This is an important step for any brand, as making sure their creatives are all on-brand as well as all landing pages are functional is the highest priority when a full account restructure takes place.

On Facebook Manager, a hyper-consolidated structure was built. The old days of running single interest ad-sets are over and they had not gotten off that strategy yet. We created a creative-testing schedule to make sure our creatives stayed relevant and very targeted, and the risk of creative fatigue was as low as possible. Working together on ideas, we also changed the style of the video creatives that were being produced by the photoshoots to help increase their click-through-rate online as the style of videos that are performing best has changed from a year ago.

For Google Ads, we also changed their account structure. They were using a strategy known as SKAGs (single keyword ad groups). This is another outdated account structure that does not produce optimal results anymore, even Google themselves released a post instructing advertisers to move away from SKAGs. Google Ads is also moving into a much more consolidated structure, utilizing less campaigns but more of a similarity to Facebook's CBO strategy.