iConsultify has helped many organizations and entrepreneurs achieve their goals very easily and smoothly. At iConsultify, we can boost your marketing investment and help you generate a massive sum of revenue.
Our magical marketing formula is here to serve you the best. Our unique methods and outstanding techniques make us stand out amongst our peers.
We love working with great entrepreneurs. iConsultify is a family, and we serve you as one. We offer our sweat, blood, and tears to help you grow your businesses by selling more of your products and services.
We would like to share with you our one such success story.
An eCommerce furniture store was spending over $2,000/mo on their social campaigns and seeing a ROAS (return on ad spend) of 0. This company had an average order value at the time of around $1,300. To maintain confidentiality, let’s call the company Artisan Furniture Co. (Artisan for short).
We will show you what mistakes the company made and how we overturned these mistakes and made their company successful in not time.
The above shown ‘See, Think, Do’ Facebook ad strategy is the core of ROAS (return on ad spent)
This strategy looks something like this when it’s applied:
- You begin with an ad for an audience that is high in the funnel and collects data that allows you to narrow down the audience.
- As you narrow down the audience, you set different campaign objectives and deliver different messages.
- Then, once your audience has been narrowed down to people further down the funnel in the consideration and decision stages, you can present the more assertive conversion-focused ads.
Usually, these ads generate maximum sales as they are targeting a specific audience at a specific time.
Below are a few mistakes that the furniture company made:
- Not transitioning from high-funnel to low-funnel campaign objectives
- Running only 2 ads
- Defining the audience too broadly
- Letting the frequency rate get too high
- Using a default setting of ‘Link Clicks’ for a traffic campaign
- Not setting up URL tags
As soon as they connected with iConsultify, Artisan’s ROAS went from 0 to 29.5 in just 3 months! This means that for every dollar spent on the campaign, they got almost $30 back.
Uncovered Mistakes: Reviewing Artisan’s Recent Social Campaigns
These are the mistakes Artisan made and here what it means:
1. Not Transitioning from High-Funnel to Low-Funnel Campaign Objectives
Artisan initially targeted audience that will like to engage with their ads, like who will like, share and/or comment on it. This is useful for development and increasing visibility, but engagement alone will not typically result in conversions and purchases.
Turning engagement into traffic and conversions is more important to achieve your goals.
2. Running Only Two Ads
Artisan only ran 2 ads for their 3-month campaign, with zero-copy and image variations. People get bored and lose interest when they see the same thing over and over again.
3. Defining the Audience Too Broadly
Upon scrutinizing their target audience pool, we came to know that it was way too wide and not efficient. You need to choose your target audience very carefully and know your limits. Targeting everyone can never be beneficial if the product is not versatile. Focusing after the relatively small perfect relevant audience will help generate more revenue as compared to going after a huge pool of audiences without relevance.
4. Letting the Frequency Rate Get Too High
Artisan had a 2.5 frequency rate, it means that on average people were seeing their engagement campaign two and a half times. They should have kept the frequency rate below 2 for the following reasons:
- Most people who see your ad will not be interested in the product. If they come across it over and over again, they will most likely hide or dislike your ad and this will send negative signals to Facebook that can lead them to penalize you with higher costs.
- By showing your ad to people high in the funnel more than once, you’re missing out on the opportunity to get your ad to reach more individual people who might want to see it.
Using a Default Setting of Link Clicks for a Traffic Campaign
You can use the “Delivery Optimization” section to tell Facebook to either optimize for link clicks or for landing page views. Link clicks are the default setting. You should change it to landing page views as it views sends a much stronger signal to Facebook that you want your ad to be shown to somebody who is not just likely to click on your link, but who is likely to click on the ad through to the landing page.
Not Setting Up URL Tags
If you do not set up URL tags, then all of the Google Analytics goes in vain. You will never know whether someone came from the Facebook page where they saw your ad, or from somewhere else. URL tags help you understand which ads are working and where. This will help you optimize your campaign very effectively and efficiently.
Fixing the Mistakes: Applying the ‘See, Think, Do’ Facebook Ad Strategy
Artisan initially spent 74% of its budget on an engagement campaign which was fruitless as they did not narrow down their audience. They also did not deliver new ads in the ‘Think’ and ‘Do’ stages and so weren’t able to get the conversions they were looking for.
Let’s dive deep into the ‘See, Think, Do’ technique.
Changes in the ‘See’ Phase
Firstly, we started with the ‘reach’ campaign. This campaign showcased the brand and product to a broader audience of potential customers. Alongside this, we also started the video view campaign which also helped in gaining brand recognition.
Changes in the ‘Think’ Phase
We modified the ‘traffic’ campaign after getting results from successful reach and video view campaigns. Artisan’s site gained significantly more qualifies visitors than ever. The successful ‘See’ phase built the foundations for a successful ‘Think’ phase.
Benefits for the ‘Do’ Phase
We entered the ‘Do’ phase with the conversion campaign, and by that time, the audience was already familiar with the brand and the products. This audience now was most likely to buy Artisan’s unique and quality furniture.
One can achieve wonders if they implement the ‘See, Think, Do’ Facebook ad strategy in the right way.
Now as you are aware of the strategy, here’s what we did next:
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Redefine the Audience by Splitting Up Interests
We narrowed down the most likely audience and targeted them with a specific technique. We developed a new audience pool to target this particular audience who showed interest in the product.
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Develop a Variety of Creatives
We develop tailored ads using different copy and image variations for the different audience segments. Later we used several of these ads at the same time. This further narrowed down the interested audience and also showed what they like.
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Set Up Necessary URL Tags
As we told earlier, setting up URLs is an important task. In this way, we got to know where the audience was coming from and which ads were successful and later focused more on these regions.
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Select Top-of-Funnel Campaign Objectives to Start
We kick off with the “reach campaign” which tells Facebook to display your ads in front of the people in the target audience you have established. We also ran a “video view campaign”. In Artisan’s case, they were able to drive over 340K 10-second video views at just $859.
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Narrow Down Target Audience
With the data gathered until now, we used it wisely to target a specific audience. We target the ones who have watched Artisan’s videos and seen their ads and also have reacted to it. This got us an audience that is a better fit for the “conversion campaign.”
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Set Up and Launch a Traffic Campaign
We later launched a “traffic campaign” after re-implementing steps 1 and 2 to further narrow down the audience. This got the audience thinking about making the purchase!
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Set Up and Launch a Conversion Campaign
Lastly, we employed the “conversion campaign” on the people within the audience who we found would be most likely to make a purchase. This successful campaign gained Artisan a ROAS of 29.5 after 3 months.
Conclusion
Proper implementation of the ‘See, Think, Do’ framework can do wonders for your brand and product. Marketing is easy, but ‘Successful’ Marketing is an art and not everyone can achieve it.
Experts at iConsultify make this task easier for you and can help you achieve your monetary goals and targets rapidly and smoothly.
At iConsultify, we offer the best services with great returns. Our achievements are a testament to this statement. A wise man once said, “A person who stops advertising to save money is the person who stops the clock to save time.”
iConsultify helps you convert your advertisements into an invaluable asset. All you need to do is to connect with iConsultify, and sit back and relax while your advertisements earn money for you and bring you more customers than ever!
So what are you waiting for? Give us a call and let us help you make more money than ever!
