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E-commerce

Life Style Sports: 568% More Purchases, 515% Higher ROAS

Since its founding in 1979, Life Style Sports has grown to become the largest sports retailer in Ireland, with 53 outlets in operation across Northern Ireland and the Republic of Ireland. In 2012, the Life Style Sports website was relaunched as a fully-formed e-commerce store for sporting goods. Life Style Sports work with the digital-marketing agency NMPi on their online digital advertising.

-87%
CPA
+515%
FB ROAS
+107%
GA Revenue

The challenge

Life Style Sports wanted to run their Facebook promotions more effectively. They wanted to improve their return on ad spend (ROAS), and increase their purchase volume on the site, without a significant increase to their cost per action (CPA). Essentially, Life Style Sports was ready to begin the journey into automation and dynamic advertising. They wanted to ensure everything was set-up correctly, and that they had a tool to make the most use out of their new promotions.

the solution

Creatives

Life Style Sports partnered with ROI Hunter to accomplish their goals. First, ROI Hunter showed them how to automate their creatives with the Template Editor (TEDI). Using TEDI, Life Style Sports with NMPi, were able to create their first dynamic product ad (DPA) template, branded for Facebook and Instagram with the LSS logo and colors. Next, they added product specific messaging (sales, gender, themed offering, etc.) to trigger based off set conditions.

lss_1

For the upcoming Black Friday Week, Life Style Sports created a template with layers displaying daily offers that automatically changed each day. With TEDI, they were able to schedule these promotions ahead of time and even ensure they had already completed Facebook’s learning phase before Black Friday Week even began.

LSS_tempro_short

lss_03

Dynamic Setup

To create the most effective dynamic ads, ROI Hunter set Life Style Sports up with Product Insights. The Product Insights feature gathers product-level information from across channels (Facebook, Google Analytics, Google Shopping) and combines them within the ROI Hunter platform to form a single source of truth. Not only does this make it easier to gain an understanding of overall performance, but the addition of product-level data makes it simple to filter the product catalog for highly specific metrics. 

Using this newly integrated datapool, Life Style Sports created a product set of their bestsellers (based on the top 12% of Google Analytics transactions from the past 7 days), as well as one for trending products (based on Google Shopping impressions from the past 7 days). 

By creating separate product sets for each specific goal (increase revenue, scale spend, etc.), Life Style Sports gained far better control over which products were being promoted by their dynamic ads, and which were excluded.

the results

The Life Style Sports and NMPi team were able to breathe a sigh of relief: with ad scheduling, no one had to activate time sensitive offers on the day itself. The templates were also a huge time saver, as they were far easier to scale.

But the real win came with the year-over-year numbers. Due to the new creatives and dynamic set-up, cost per action (CPA) on Facebook dropped by 87%. The click-through rate on those Facebook promotions increased by 287%! And then, there were the even more impressive numbers: the return on ad spend (ROAS) and the number of purchases made on Facebook. Those Facebook purchases increased by 568%, and the ROAS soared by a staggering 515%.

That’s the power of having fully functioning dynamic ads, and the creative to support them.

-87%
CPA
+515%
FB ROAS
+107%
GA Revenue
gordon newman
Gordon Newman, Director of Go To Market at Life Style Sports

“Our partnership with ROI Hunter was a highlight of 2020 for Life Style Sports. Our entry into Dynamic advertising went without a hitch. This was as a result of the excellent collaboration and proactivity of our Customer Success Manager and her engagement with our internal team and media agency. The results achieved from our first DPAs have exceeded our expectations. In 2021 we will implement more optimisations and refinements, in order to further maximise our performance and our budget. We have great confidence that our partnership with ROI Hunter will unlock further improvements to our CPAs and ROAS.”

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