Find Long Term Success in Paid Advertising Through Demand Generation & Demand Capture

Business Model: Ecommerce

Time Frame: More Than 6 Months

Overview

This case study showcases the success of a paid advertising strategy in driving direct-to-consumer (D2C) sales for a client, using a combination of Facebook Advertising and Google Ads, to capture current demand, while generating new demand. The client was apprehensive about entering the paid advertising space and competing against established resellers, but the strategy provided confidence to continue to push forward. The strategy focused on leveraging Facebook Advertising for brand awareness and optimizing Google Ads campaigns to drive middle and lower funnel actions, effectively capturing demand while creating new demand.

Challenge

The client had no previous experience with Google Ads and was apprehensive about its effectiveness from minimal prior experience.
Resellers had a strong presence on most paid advertising platforms, creating a challenge for the D2C brand who had no presence on any advertising channels.
Convincing the target audience to purchase from the D2C brand instead of the resellers who they are accustomed to buying from.

Objectives

Learn how to effectively advertise on D2C advertising platforms, specifically Facebook Ads and Google Ads.
Drive purchases from Paid Advertising efforts and increase the client’s digital market share.

Solutions

Utilizing Facebook Advertising for brand awareness
1. Developed and launched a series of “product benefits” campaigns to test which marketing messages resonated with the target audience.
2. Analyzed campaign performance, removing lower performing campaigns and increasing spend on high-performing campaigns.
Optimizing Google Ads for middle and lower funnel actions
1. Conducted iterative testing of audience segments, keywords, and device types to create highly specific campaigns.
2. Focused on using the product benefits that resonated most with the target audience.
3. Continuously refined the campaigns to improve performance and achieve consistency.
Create “new demand” for people actively searching online
1. Create and test a combination of features and benefits based ad copy
2. Target short tail keyword terms to ensure awareness from audiences who can benefit from the product
Introducing Performance Max campaigns
1. After achieving consistency in Google Ads campaigns, introduced Performance Max campaign variants of the best performing Google Search campaigns.
2. Made consistent iterations to these campaigns to drive more purchases at a lower cost per purchase.

Achievements

Through implementation of these strategic solutions, the D2C brand was able to see continuous success as advertising efforts continued. The combination of multiple advertising platforms, ad types, and campaign focuses led to increased brand awareness and ultimately, increased D2C sales which continue to become more efficient as time goes by. Additional details below:

Over the past 14 months, the digital strategy led the client to continue to see more purchases each month at an ever-growing ROAS

Over the past 14 months, the client continues to see increased purchases while continuously lowering its cost per conversion. After the first 2-3 months, the cost per conversion dramatically decreased.

Over the past 14 months, the client saw an ever-decreasing cost per purchase while increasing their advertising budget each month.

Why is This Important

Understanding and applying the lessons from this case study is crucial for business owners for several reasons:

Competitive advantage: In a highly competitive landscape, leveraging the right combination of advertising platforms, such as Facebook and Google Ads, can provide a significant edge over competitors. This case study demonstrates how a well-executed strategy can improve market share and overall business success.
Cost efficiency: Continuously refining and optimizing campaigns allows businesses to achieve better results at a lower cost per purchase. This not only improves profitability but also ensures that marketing budgets are utilized effectively.
Scalability and adaptability: The iterative approach to testing and refining marketing messages, audience segments, and keywords can be applied across various industries and business models. This enables businesses to scale their marketing efforts and adapt to changing market conditions, ultimately driving long-term success.

If you are a D2C business interested in achieving long-term success in your paid advertising efforts, consider reaching out to experts for guidance and support. Get started today with a personalized approach to help you reach your business goals.