Shopify eCommerce Ad Campaign

1. Project Specifications:

Brand: Black Halo (blackhalo.com)
Platform: Shopify
Industry: E-commerce (Fashion)
Niche: Apparel & Clothing
Duration: 9th February to 31st March (23 days)
Ad Spend: $811
Conversion Value: $3736
ROAS: 4.63
Advertising Mediums: Facebook & Instagram Ads

2. Overview:-

In February 2022 and March 2022, we had a consistent ROAS of around 3, but that was surely not enough. In February the client store shifted to Shopify, and we were looking forward to better conversion optimization, and so did the results too. Our aim since day 1 was a minimum of 5 times ROAS.

Hence, we had to try various new experiments in the ad strategies. Though the target fell a bit shy of what we assumed, the numbers were definitely better, with a lot of things learned in the process.

Hence, we had to try various new experiments in the ad strategies. Though the target fell a bit shy of what we assumed, the numbers were definitely better, with a lot of things learned in the process.

3. What we did RIGHT✅?

Finding more relevant interest-based audiences to target in ads.
Tried single interest+behavior adsets and tested them on Campaign budget optimization (CBO). Paused and killed all audiences that were not working within 2-3 days of observation.

Introduced simple LLA's (Lookalike Audiences) such as 0-1% and 1-2% of Purchases and Add to Carts. This actually resulted in a lot of sales and high ROAS.
Keeping ads captivating, minimal, and using a contextual copy. Did not stress much about the copy, but rather the creativity.

CTR was better most often! Introduced a custom audience of people engaging with the Instagram page in the past 30 days. This got us a good amount of results too.
The major reason being most of our audience and customers have come from Instagram itself.

4. Whats Next to do:

Improve product page with better CRO practices like trust elements, customer reviews, payment gateway trust badges, detailed product descriptions, etc.

Experimenting with various permutations of location targeting, mostly catering to tier1 and tier 2 audiences.
Research and derive more relevant interests. Test, run and scale them all to maximum profitability.

5. Conclusion:

This article could have easily been just another half-baked success case study or a short post.
But many people tend to NOT reveal their hidden obstacles and struggles, and how they got through them.

Hence, I broke down my experience of 23 days in March 2022, which was packed with new experiments and strategies, and put it here in the form of a quick case study.

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