ThinSlim Foods is a model of low-carb merchandise that has been doing fairly nicely: they’ve grown 100-150% yearly for the final seven years. When Single Grain began working with them, they had been a fairly wholesome account doing round $70Okay-$80Okay a month throughout all accounts on paid promoting spend.
However though they had been getting a great ROAS, they weren’t capable of improve conversion quantity with their account construction.
TSF mentioned to us: Work out a solution to get us extra conversions with the system that we’ve got proper now. They had been unable to scale paid social and search efficiency to get extra conversion quantity whereas sustaining a efficiency aim of three ROAS.
We had been capable of improve spend by 2.5X and scale gross sales by 1.7X whereas sustaining our ROAS efficiency aim.
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9 Methods We Used to Double E-commerce Conversion Quantity (with a 3X+ ROAS)
That is our case research of how we doubled this e-commerce shopper’s conversion quantity from Fb and Google Adverts whereas growing ROAS.
If an organization is a small enterprise, mid market or enterprise, there is a purpose why it is at that specific dimension: They have not realized to do one thing but. I created a visible of the three phases of any given account and what every hasn’t realized to do with a view to develop:
ThinSlim was in stage 2 – the place that they had discovered a solution to promote profitably, however now need to ramp it up – so our job was to determine easy methods to rebuild the construction with a view to scale.
Right here’s how we did that.
1) Rebuilt the Account Construction to Incorporate Branded and Unbranded Key phrases
Our advert marketing campaign mannequin has 4 classes of phrases: model core, model pillars, model attributes, and lengthy tail:
The very first thing we did was prioritize the place the price range’s going for all 4 of those buckets. For a small price range, we gained’t even do pillar, attribute or lengthy tail. We’ll simply do core. All we’re doing is figuring out probably the most related high-converting areas and allocating our spend to these areas first.
TSF was solely utilizing Google search to advertise their model phrases. That implies that each time period they had been bidding on contained “ThinSlim Meals” in entrance of it or one other branded product that that they had. The issue with this was that it restricted the quantity of conversion quantity they had been capable of obtain.
With a purpose to get the shopper extra conversions, we first checked out their Google account. As soon as we had been capable of implement our superstructure strategy into the account, we had been capable of improve the advert spend by 10x whereas sustaining the ROAS aim.
Now we’re getting them the amount that they need. You may even see the conversion quantity. That they had 1,600 conversions at $2.5K. Now we’ve got 3,100 conversions at $20.4K:
Since TSF was solely capturing 40% of impression share for his or her search phrases, that meant their advertisements had been solely displaying up 40% of the time when individuals searched for his or her key phrases.
With a purpose to repair this, we switched them to a Goal CPA conversion mannequin, which permits them to robotically improve and reduce bids primarily based on how doubtless a person is ready to convert. This elevated the shopper’s impression share from 40% to 95%.
Takeaway: Attempt utilizing Target CPA bidding, a Google Adverts good bidding technique that units bids to assist get as many conversions as doable at or under your goal CPA.
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2) Adjusted Messaging to Align with the Firm’s Model Archetype As a substitute of a Generic Tone
ThinSlim Meals was utilizing a generic tone of their advertisements with smiley faces on the pictures and saying, primarily, “Hey, we are the primary bread firm on the earth.”
Which may be, however your buyer doesn’t actually care about that. On this case, they care about losing a few pounds or that the meals tastes good or the standard of the merchandise. Additionally they need social proof to allow them to see that different individuals “similar to me” are additionally utilizing the product.
So we honed in on “The Harmless” model archetype as a result of this character values and conveys simplicity, wholesomeness and honesty:
We improved the messaging and switched out the smiley face advertisements with good meals product photographs.
Right here’s an outdated adve
And right here’s a brand new one:
We additionally added some highly effective buyer testimonials.
For instance: a testimonial from a girl through her Instagram saying how a lot she cherished the product or how she was capable of save a bunch of factors on her Weight Watchers due to the product. Or this one under, during which the shopper raves about how TSF promotes “weight-reduction plan completed proper!”
Takeaway: In the case of your advertisements’ messaging, it should converse straight TO the shopper and never ABOUT your model. If they’re involved with weight reduction, embody that within the advert copy. And add high-quality product photos that actually excited the prospect.
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3) Allotted the Price range to the Most Related Audiences
Within the case of TSF, there was no have to restrict the age vary of their viewers. We noticed that they had been duplicating an advert set a number of instances however simply altering the age demographic by one level – so it was primarily the identical viewers, however from 23 12 months olds to 24 12 months olds.
We additionally noticed that there was no have to exclude males, as they make up 25% of their viewers. It’s apparent that ladies convert nicely, however there was a missed alternative to go after males, if completed appropriately.
This technique is used to leverage an viewers that is already working with out saturating it an excessive amount of.
For instance, let’s say you have got 25 campaigns which might be all spending $20 every versus placing those self same 25 campaigns into one marketing campaign and spending $800. Now within the $800 marketing campaign, the CPCs may get actually excessive since you’re asking for lots of attain in a single viewers. In the event you hold it unfold out amongst extra campaigns, it’s doable to perform the identical quantity of attain for lots cheaper worth.
You may see that the age vary is kind of large. Why would not you benefit from that?
Takeaway: Have you ever been overlooking different demographics? Attempt branching out into completely different age teams or genders, however make sure that your messaging speaks to these audiences.
4) Opened Up Retargeting to ALL Merchandise
When it got here to retargeting, though the account did include retargeting audiences, there have been solely two and so they had been constructed inefficiently. Bread and pasta had been the one merchandise being retargeted, so we opened up focusing on to ALL merchandise.
So if somebody noticed the advert and did not convert, they then noticed a message that mentioned, “Hey, we seen you did not convert. Please come again to us. Right here is our pattern pack provide,” which was discounted 25%.
Takeaway: Have you ever examined retargeting guests to ALL of your merchandise? If not, begin a brand new marketing campaign to double-check. You may typically improve ROAS by retargeting all merchandise — not simply your major winners.
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5) Began Utilizing Darkish Posts
Fb has a function known as darkish put up (the identify has really modified to “unpublished web page posts,” however most entrepreneurs nonetheless use the outdated identify), which primarily permits you to have the identical advert in each marketing campaign. Which means all of the advertisements share the identical likes, feedback, and shares.
However when you do not make the advertisements in a darkish put up format, every marketing campaign or every advert group actually has a special advert. So if somebody likes it in a single advert group, that like would not present up within the subsequent advert group.
Relying on how a lot cash you are spending and your demographic, that social proof goes to make you look higher. It may very well be the distinction between somebody saying, “I’ve by no means heard of those guys earlier than” and “Oh, this should be a great product as a result of they’ve a whole lot of consideration.”
Takeaway: Get extra tactical about selling
your stock to a brand new viewers. That doesn’t imply tons of additional work, it merely means implementing extra environment friendly methods to get extra conversions. On Fb, use darkish posts to leverage your social proof and encourage extra individuals to click on and buy.
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6) Leveraged Dynamic Product Adverts
As well as, TSF wasn’t utilizing any good instruments or newer capabilities inside Fb or Google that may be extra advantageous once you’re attempting to scale out and do issues at a extra environment friendly degree.
Fb has their very own model of buying campaigns known as Dynamic Product Adverts, which robotically promote your stock to individuals who have expressed curiosity in your model or product.
Since we began implementing Dynamic Product Adverts, we’ve got seen a 200% improve in conversion quantity whereas sustaining our ROAS aim.
TSF’s Fb has a ROAS that is unbelievable and by no means seen earlier than within the shopper’s account: The aim was 2.5 – we’re at 5.3.
The advert spend again in December was $82Okay, and now (5 months later) it’s $71Okay:
Takeaway: Get extra environment friendly by utilizing the newer capabilities on these platforms, which is especially useful once you’re attempting to scale up. On Fb, use Dynamic Product Ads to get your merchandise in entrance of individuals primarily based on their pursuits, not simply whether or not they’ve visited your web site.
7) Began Utilizing Show Adverts
Once we took over the shopper’s Google Adverts account, one of many first issues we seen was that they weren’t doing very nicely with show advertisements. The most important purple flag was that 42% of their price range had been going to cellular app placements, that are infamous for not changing nicely.
After ensuring to negate all irrelevant placements, we launched a pay-per-conversion show marketing campaign that rapidly achieved a 2.2 ROAS and has steadily elevated in conversion quantity since its launch.
Takeaway: Display Ads could be a nice channel to make use of for corporations attempting to extend conversions. So long as you monitor the place advertisements are displaying up, whom they’re focusing on, and leveraging new options like “pay per conversion,” most manufacturers can carry out nicely with show advertisements.
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8) Began Utilizing Dynamic Search Adverts
As a substitute of simply going for model phrases, which we had been already maxing out by way of impression share, we had been capable of go for non-brand phrases, too. We used a brand new Google functionality known as Dynamic Search Adverts and likewise a few of their goal ROAS conversion optimization objectives to assist make going after non-brand key phrases extra environment friendly and productive.
Earlier than, we would must do it manually, which makes it very exhausting to regulate the CPCs. It’s important to pay very, very shut consideration and you must do a whole lot of damaging key phrase focusing on. Primarily, it’s possible you’ll not even get the amount that we had been getting as a result of we’re reacting to historic information.
With the good campaigns, we’re capable of bid in actual time, and never solely bid off of historic information tendencies, but additionally bid off of projected future forecasts by using these algorithms.
So simply that extra strong degree of focusing on and bid optimizations, and likewise slightly little bit of change within the construction and the way we had been going about getting these non-brand key phrases, allowed us to attain that further scale.
Takeaway: For some corporations that are likely to wrestle to get conversions that don’t include their model phrases, using Dynamic Search Ads could be a nice possibility. Not solely can you enable the algorithm to supply key phrases and queries which might be related to your enterprise, however you’re additionally capable of have it optimize towards your efficiency aim with out manually having to micromanage each single side of the marketing campaign.
9) Carried out Cut up Testing
TSF wasn’t doing a lot cut up testing with their advertisements. In a lot of the campaigns not solely had been there just one or two advertisements in rotation, however there have been very insignificant variations between the advertisements.
For instance, most of the advert
isements had the identical headlines, however the positions had been switched. We additionally seen there was an improper use of exclamation factors, weak headlines, and no responsive search advertisements.
After taking motion on these missed alternatives, we carried out a testing construction that may enable us to routinely perceive if individuals had been resonating with copy that promoted sure points of the product – after which construct extra in that course.
Takeaway: Don’t simply guess what’s or isn’t working along with your advertisements. Cut up testing, which needs to be a key a part of any conversion optimization technique, will allow you to methodically enhance your advertisements’ copy, picture and CTA, making it simpler for extra individuals to transform.
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ThinSlim Meals is well one among our best-performing purchasers in COVID-19.
Through the use of these eight methods, we had been capable of double ThinSlim Meals’ conversion quantity from Fb and Google Adverts whereas growing ROAS. Right here, once more, are the particular outcomes:
- Elevated Google Search Conversion Quantity by 2.5x
- Elevated Google Purchasing Conversion Quantity by 2.5x
- Achieved the primary ever worthwhile Google Show campaigns within the account’s historical past
- Achieved the primary ever worthwhile Google Discovery campaigns within the account’s historical past
- Elevated Fb Conversion Quantity by 2.5x
Our methodology is just not about doing all this fancy stuff or utilizing a ton of pricey instruments. It is extra that we’re capable of adapt to every purchasers’ state of affairs, use newer capabilities throughout the platforms, and expertly carry out important information evaluation. You have to be adaptable and also you want a great system to have the ability to adapt at that degree – and we’ve obtained it.
After working with TSF for a few 12 months, right here’s what they mentioned about what they will do now due to our engagement that they weren’t capable of do earlier than:
[What first impressed me was] the truth that spend continued to extend whereas nonetheless hitting most ROI targets. Along with that, [it was] conferences with each the Fb group and the Google group [which] demonstrated that you just guys had been plugged in deeply with their advertising and marketing groups, each by way of being on the forefront of latest applications and dealing with them straight on marketing campaign enhancements.
However the best factor is to level to a big improve in gross sales in all of the completely different enterprise silos, which was largely pushed by the advert spend.
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