Facebook Ads Case Study:

Generated ₹ 7.6 Crore Revenue For One of Our Client
Duration – 6 April 2019 – 18 March 2020
Ecommerce Industry – Apparel

 Website Purchase – 74890
 Amount Spent –₹ 13,111,676.75
 Website Conversion Value – ₹ 76,164,875.00
 ROAS – 5.81
 Maximum Sale a Day – 647
 Maximum Spent a Day – ₹ 97546.00
 Maximum WCV – ₹ 783458.00

Campaign Details
• No of campaigns – 47
• Like -1
• Traffic -3
• Conversion – 33
• Catalogue Sales – 10
• No. Ad Set – 150
• No of Ads – 500

We created the customer persona based on Client’s inputs. We kept updating the customer journey through cohorts in Facebook and Google Analytics.

Tools and Analytics Used:

• Behavioral Analytics: Hotjar,
• Web Analytics: Google Analytics, Facebook Analytics, GTM
• Competitor Analysis-Advertsuite
• Customer Persona –Uexpressia
• Funnel Analytics: Geru
• Internal Tools for Reporting Formats

Funnel Structure on Facebook:

TOF:
• Traffic Campaign-Interests
• Video Reach-Interests
• Conversion Campaign-LLA, LLA Value Pixel Audience, LLA from Catalogue Source
• Catalogue Sales

MOF: Engaged Page Audience and Video watched (More than 50%)

BOF: We used refined retargeting audience through Google Tag Manager. Used Sequential retargeting and Catalogue ads for dynamic retargeting.

Super BOF: We call targeting to existing customers as Super BOF. It performed well as we cross targeted various best-sellers across categories.

Google Remarketing: We used display ads for aggressive BOF campaigns.

Creative: Single Image, carousal, instant experience, videos. Video length up to 12 seconds. Used different formats for Instagram stories and News Feed.

Funnel Analytics: We kept check the following metrics across funnels stages: i.e.- TOF, MOF and BOF.
• CTR
• CPM
• Frequency
• ATC
• Cost per ATC
• ICT
• Cost per ICT
• Cost Per Acquisition (CPA)
• No of purchases
• ROAS
• Unique Link Clicks/No of Landing Page
• AOV
• Audience Saturation and Overlap

Highlights:
• Used CBO & ABO
• Used automated rules for monitoring and scaling.
• Tested a lot of ad copies, creative and videos to find a winner.
• A/B testing in first two weeks
• Used Facebook Analytics for optimization.
• Funnel Analytics
• 40% Manual Bidding in campaigns.

RTO – 20-27%
COD – 80%
PRE PAID – 20%

Team involved – 5
• Campaign manager -2
• Creative designer -1
• Data Analyzers -1
• Ads Copywriter – 1