Foil Me

Background

To achieve significant growth in Return on Ad Spend (ROAS), we implemented a strategic approach using Meta Advantage+ Shopping Ads, supplemented by quality creative assets and catalogue ads. The objective was to drive higher engagement, optimise ad performance, and ultimately increase profitability through a targeted digital marketing strategy.

Strategy Overview

The initial phase focused on a refined audience targeting strategy across Australia. Leveraging Meta Advantage+ Shopping Ads (displaying across Facebook and Instagram) allowed for automation in finding high-converting audiences, while quality creative assets ensured the visual appeal and relevance of our ads. Catalogue ads were introduced to provide a dynamic showcase of products, further enhancing user engagement and click-through rates.

Implementation and Execution

1. Audience Targeting in Australia:
   To build a solid foundation, we began by tailoring the campaigns to a well-defined audience within Australia. Using Meta’s advanced targeting tools, we segmented our audience based on demographic, interest, and behavioural data. This ensured that our ads reached consumers with a high likelihood of purchase. As the account matured, we also implement Lookalike audiences to better target potential online purchasers.
2. Creative and Catalogue Ad Integration:
   We prioritised high-quality visuals and engaging ad formats to capture attention and drive conversions. Catalogue ads allowed for a dynamic display of multiple products, enabling potential customers to explore a broader range of offerings directly from the ad, streamlining the path to purchase.
3. ROAS Optimisation with Meta Advantage+ Shopping Ads:
   Meta provided a robust platform for optimising ad spend. Through machine learning, these ads adjusted to reach users most likely to convert, thereby reducing wasted ad spend and improving ROAS.
4. Expansion to the USA:
   Following the success of the initial campaign in Australia, we expanded to the USA market. This required adapting audience targeting to the preferences and behaviours of the US audience. Meta helped ease this transition by automating much of the targeting process, allowing us to focus on refining ad creatives and catalogue items to suit this new audience.

The data speaks for itself: by focusing on optimised ad placement, quality creatives, and catalogue ads, we we able to achieve significant month on month improvement to increase ROAS from 1.96 to 65.45. That means our client got back $65 for every $1 they spent. This exponential growth highlights the effectiveness of combining targeted audience segmentation, creative ad formats, and automated optimisation through Meta’s Ad platform.

If you’re looking to improve your ROI on Meta, reach out today and we’ll run a PPC Audit to pinpoint where your campaigns can be improved.