The result was an improvement in ROAS from around 0.5:1 to 2.5:1 within a month.

3
ROAS

The Challenge

The customer's main challenge was not being able to deliver a profitable ROAS on Facebook and Instagram, despite their core audiences being present there, especially on Instagram. There was a lot of engagement that did not result in sales.


Their ROAS was stuck at around 50% (0.5 : 1).


Of note, the Northern Hemisphere was heading into spring, which is their busiest time, with 90% of their sales coming from the US, Europe and the Middle East, so it was important to see results very quickly.

The Process

My role was to audit their Facebook account and suggest a strategy to achieve drastic improvement in performance, with ROAS being the key metric.


I reviewed their past campaigns, as they had been active on Facebook for over 3 years, and reviewed their Shopify analytics and GA, to isolate what had worked or came close to working in the past. This included their geographical targeting. I put forward a hypothesis based on the observation that their luxury fashion dresses historically generated most of the sales in a few key cities around the world.


I built new audiences and reconfigured their geotargeting based on my past performance analysis, restructured their account to better reflect the most recent best practice and what I have seen work for similar accounts. I tested different objectives and target metrics to gradually find the winning strategies and then focus on scaling those.

The Solution

The result was an improvement in ROAS from around 0.5:1 to 2.5:1 within a month.

Skills Used

Paid Ads,Paid Ads,Marketing Strategy

Industry

Style & Fashion

Results by the numbers

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