Brastop was ready to overhaul their marketing approach. They had three major priorities:
- Hitting their revenue target - Brastop wanted to try new prospecting approaches and dynamic campaigns to increase revenue
- Better and faster creatives for promotions - manually creating every promotion from scratch was taking away from time that would be better spent on optimization and analysis.
- Scale their campaigns with prospecting and retargeting- Brastop’s Facebook pixel wasn’t tracking the full customer journey, making it impossible to see from where people left the site if they didn’t make a purchase. In addition Brastop also wanted to try new prospecting strategies
Brastop was a perfect candidate for the full Product Marketing Platform (PMP) approach. This includes new creative capabilities, a dynamic set-up, and the Product Insights feature, which enhances a client’s catalogue with product-level performance data (margin, chance of being returned, stock level, etc.). First though, ROI Hunter needed to make sure everything was set up correctly and working.
Setting Up New Prospecting Campaigns
First up, it was time to focus on improving the product campaigns. ROI Hunter set up a dynamic environment for Brastop, making it possible for them to run ads that would pull products directly from the catalogue for automatic promotion.
As for the look of the ads, ROI Hunter introduced them to another powerful creative tool: the template editor (TEDI).
Using TEDI, Brastop gained access to a wide selection of pre-made templates for their campaigns, as well as custom templates they could design themselves.
These templates provided a more consistent, visually appealing look for the campaign, but that was just the start. Beyond that, because the ads were built with a template, Brastop is able to make changes to their ads (like adding a special deal) without losing a day waiting for the changes to be approved by Facebook.
Now you might think this is where Brastop’s success story ends, but this was just the beginning. Once Brastop had collected enough data through their dynamic campaigns, it was time to apply ROI Hunter’s most potent feature: Product Insights.
The Product Insights feature integrates product-level data from every channel, forming it into a single source of truth within ROI Hunter’s platform. Brastop began using Product Insights to filter through their data, looking for products that might have been overlooked by Facebook’s algorithm.
As it turned out, once Brastop filtered to find the top 20% best-selling products according to Google Analytics, they found that almost none of these products was receiving any promotion on Facebook.
This disconnect is surprisingly common in e-commerce. We ran an analysis with several clients, and found that, on average, 50% of all impressions were focused on just 1% of the catalogue. Many products are simply overlooked; even products with the potential to be your most profitable. Learn more.
One of the tools that ROI Hunter set Brastop up with Creative Factory, which enabled the creation of a product video from just a static image. Using Creative Factory, Brastop was able to create beautiful product videos in minutes, without ever having to rely on a video production team again.
The first thing ROI Hunter did when they began working with Brastop was to run a full audit of their Facebook pixel. They found that, although users were being tracked, there were two steps with issues:
- View category/search
- View content
Beyond that, they had several crucial events (Add to Cart; Checkout; Add Payment) that were set up, but weren’t triggering correctly. All this resulted in too few users being tracked for Brastop’s remarketing campaigns to be effective.
Once the audit was complete, ROI Hunter’s customer success managers (CSMs) worked with Brastop to close up the leaks in their funnel by adding these missing events to the Facebook Pixel’s tracking. With the funnel patched, Brastop was able to gather enough user data for effective remarketing campaigns.
The dynamic campaigns were promoting Brastop’s best-selling products, the time needed to create and deploy a video or static image campaign was drastically reduced, and the retargeting funnel was patched.
With these factors in place, Brastop felt ready to scale their spending. The results were dramatic: not only did the campaigns on Google raise their conversion rates by 28%, and lower cost per transaction (CPT) by 54%, but the return on ad spend (ROAS) increased by 155%!
When all was said and done, Brastop had increased their spend by 66%, raised their number of transactions by 243%, and saw a 305% increase in revenue.
So what’s next? With their dynamic environment set up, and product insights integrated, the next step will likely be horizontally scaling their catalogue to increase the number of items promoted by the social algorithm.
If you’d like to see how ROI Hunter could help your company become more profitable, schedule a demo with our team and we’ll walk you through a plan.