Facebook Advertising Case Study [Paid Social Case Study]
This Facebook Advertising Case Study will look at the approach JSB Digital took which led to a Return on Ad Spend (ROAS) of 6.08 within 1 month of launching the business being launched.
My client launched an e-commerce business at the end of April 2020 and they reached out to JSB Digital to drive their online strategy.
The Process
- After identifying who our ideal target customer was, we decided on Facebook & Instagram as the most suitable channels.
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After initial research was conducted, I then created campaigns for a selection of products. This included creating images and ad copy along with researching, setting up the necessary tracking tools and deciding upon targeting options.
- During the earlier campaigns, I tested lots of different audiences with smaller budgets so I could use the majority of the budget on what was working so that we were maximising the returns.
- During the creation I segmented the audiences and created individual tracking parameters for the URLs so that I could see the behaviour of the audiences on Facebook and the destination website (using Google Analytics) - this is where my data-driven approach sets us apart to competitors who group audiences together to save time.
- I also tested different advert variations to identify a format that performed well. With testing I wait until results are statistically significant before declaring a winner.
- Once I had identified the audiences that had the highest return on ad spend and I had an ad format that converted at a profitable level I proceeded to increase the budget of the campaigns as the month progressed.
The Results
- £10,936.05 revenue generated
- £1,799.22 ad spend
- 6.08 return on ad spend (ROAS)
- In total I ran 6 campaigns. The changes I made throughout the month resulted in the ROAS starting at 2.31 and 2.75 in the first campaigns and 6.31 in the final campaign averaging out at 6.08.
- The first campaigns (which had a ROAS between 2.31 - 2.75) had all of the interests related to our target audience in.
- If it wasn’t for splitting the audiences out I wouldn’t have been able to identify the ones that didn’t work and remove them - ultimately my strategy means that I can spend more money on what works and less money on what doesn’t.
What the client had to say…
“James has really focused on a data led strategy here to maximise our ROAS. From launching a business to generating over £10,000 in revenue in a few short weeks, we have a proven foundation to grow and scale our business. The data doesn’t lie and how James has taken the time to build our campaigns properly, has given us great insight into what is really working.”
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