This footwear brand [Log on HERE to see brand information] was looking to expand its Direct-to-Consumer E-commerce Division. The internal marketing team had been primarily utilizing Google Search, Display, and Shopping Ads for driving traffic to the e-commerce website and generating revenue but their results were subpar, so they sought out an agency partner that would help them grow and scale.

THE CHALLENGE

This brand was short on resources when the marketing efforts scaled up. They considered other options, but the cost of doing so was prohibitive for them and they could never find a viable solution that worked as well or better than Google Ads. The brand’s internal marketing team had been using Google Adwords to drive traffic and generate revenue successfully before scaling up beyond what they were comfortable with financially. While this seemed like an effective strategy at first glance, once things got too big it became clear pretty quickly there wasn’t really a way around spending much more ad budget to get similar results – plus all those extra ads caused noise which cut into conversions rates significantly.

THE APPROACH

At DIVISA, we adapt our strategies to meet the needs of each client. One of many areas where we excel is Data Science and Business Intelligence: deploying state-of-the-art machine learning data processing solutions that allow us to collect new insights about our client’s situation by analyzing historical data against other industry information.

THE SOLUTIONS

The first step of the process was to determine which ad platform would fit the brand’s short-term business goals. We assessed the situation very carefully by considering all critical factors: the client’s budget, the size of the customer base, past ad performance, and more. We determined that it’d be best for the brand to switch from Google Ads to FB Ad platform as it would allow them to drive traffic at a fraction of the cost and be more creative than Google Ads while still achieving an overwhelmingly positive ROI.

In the second step, we identified specific products to focus their ad budget on, as well as which audience(s) they should target. While the team would end up
creating ads for all of its brand’s products, it took a best-sellers approach in getting these potential customers’ attention and interest with an initial campaign
focusing only on those items that were best sellers. Leveraging AI and data from the Business Intelligence division, the team then developed and optimized the product feed so that any necessary information was included within the ads, including specs, images, shipping rates/return policies. When the ads went live, they were put into “experimental mode” where changes to bid and targeting definitions as well as optimizing product feed were assessed continuously.

THE RESULTS

In just 6 months, the sales grew by 346% (YoY), while at the same time the AOV increased by 13.41% (YoY), and the Customer Acquisition Cost reduced by 89% (YoY). Switching from Google to FB ad platform was definitely the right decision for the brand as we were able to generate a much higher sales number with an incredible ROAS of 9.04x on FB.