Paid Social Media and People-Based Marketing Join Forces to Clean Up Online Sales

Paid Social Media and People-Based Marketing Join Forces to Clean Up Online Sales

Overview Our client, a national home goods chain, had a solid Facebook and Instagram following, but they wanted to use these platforms to build more than brand awareness. They were searching for a way to prove paid social media could drive real sales, specifically in their online store. Heading into the new year, they partnered with Goodway Group to make an advertising push on social media that would bring in new online customers and drive revenue for their flagship shelving product.

Strategy To ensure the campaign reached high-interest prospects on Facebook and Instagram, we set up a national people-based marketing effort targeted to three separate audiences: •• Home organization interest groups with above average household incomes •• The brand’s top 30% of spenders, comprised of first-party data anonymized and imported into Facebook for retargeting •• Look-alikes with similar interests as the brand’s best customers Then, we retargeted visitors who abandoned their cart or viewed an item but didn’t make a purchase with dynamic product ads featuring that item, real-time pricing and availability.

The ads took users directly to a cart pre-populated with the relevant product — cutting down on unnecessary clicks in the path to purchase. Finally, we placed a revenue pixel on the site’s purchase confirmation page to track ROAS throughout the campaign.

18E-11297 © 2018 Goodway Group. All rights reserved.

Ad Formats: Desktop and Mobile Carousels Link Ads Video Ads

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Campaign Revenue and ROAS

Shifted ad delivery to strongest performers, including dynamic product ads and shopping cart abandoners.

40

$1,400,000 34.7

$1,200,000

30.7

Started people-based marketing efforts to target the brand’s top spenders.

$1,000,000

30 25

$800,000 $600,000

Introduced dynamic product ads to campaign targeting.

14.9

20

14.9

15

$400,000 $200,000 $0

35

10

4.4

5

October

ROAS

November

December

January

February

0

Revenue

Success The campaign delivered impressive results — culminating with every $1 spent on advertising bringing in an average $34.70 in sales. At the peak of the campaign, the ads drove more than 7,000 purchases in a single month, totaling nearly $1.2 million in revenue.

35:1

AVERAGE ROAS

$1.2mm IN REVENUE

By combining people-based marketing tactics with paid social media, we were able to tap into high-value spenders from the client’s own CRM, who produced a $5 higher ROAS than general interest groups. The tie between website activities and message

Goodway Group is the digital partner advertisers trust to drive campaign performance and media efficiency. Proud to be completely independently owned and operated, Goodway provides trustworthy expertise that meets its clients’ needs — and no one else’s. Using predictive intelligence, Goodway helps advertisers get the most value out of every impression across all paid digital media. Through the combination of employing the smartest technology and the most experienced people in the industry, Goodway delivers authentic results.

Goodway Group. Honestly Smart Digital.

18E-11297 © 2018 Goodway Group. All rights reserved.

delivery from the dynamic product ads also made a significant difference in customer acquisition, leading to over 75% of the total revenue achieved.

The revenue pixel tracking enabled us to see in real time which factors drove the most impact and scale up those elements mid-flight, maximizing the campaign’s success. For instance, our analysts saw that shopping cart abandoners produced the highest ROAS, so they shifted more budget to that group in February.

To learn how Goodway can help you build a successful paid social media strategy, reach out to us at info@goodwaygroup.com. goodwaygroup.com