A completely full-funnel performance marketing strategy helped us in scaling Revenue up to 3X with 25% reduction in CAC.
About The Client
John Jacobs offers the trendiest eyewear for men and women, who believe in making smart choices in life. They provide the best of international eyewear trends at affordable prices. Their 180-degree product simulation feature enables you to buy eyewear online without any hassles.
Customer Website:
Industry:
Offline and Online Retail (eCommerce)
Technologies Used:
Ad Automation, Custom
Attribution
Models and Daily Reporting
Products Used:
The Challenge.
When they reached out to
us, John Jacobs had started clocking in decent revenue from Google and Facebook ads and
it was time to lay out a strong scalable foundation for aggressive scale; aiming to grow
Revenue at the best possible ROAS; taking on channels such as Facebook, Display, Search,
etc., to their maximum potential which complements offline store sales as well.
Major challenges they were facing were:
What we did
Before purchasing, let’s say a
customer, interacted with different Facebook ads for five times, searched on Google twice and
interacted with your mailers thrice before finally placing an order on your website. Strange?
These are typical customer journeys.Different attribution models help you understand this
complicated journey better.
Custom attribution is crucial when it comes to allocating
the budget to various campaigns.It boiled down to three models you should be looking at i.e.:
first click , last non-direct and last click attribution models. We built these models using
Easyinsights.ai, our proprietary product which helps us in doing the right budget redistribution
strategy and opened avenues for scale up at controlled CAC.
On Facebook and Google
Display, we segregated the audience base into several mutually exclusive grids ensuring that they
fall into Prospecting, Nurturing or Buyers.
The idea is to divide the complete audience base into several
sections and test a large number of variations in creatives and campaign strategies to determine
best possible stimuli for each section. This strategy personalization helped us in massively
improving the conversion rates.
We showed Low AOV products to the new audiences that were
introduced to the system so that they start engaging with our ecosystem and make a purchase.
Engaged audiences were shown Mid AOV products via Carousels, Single Banners and Canvas Ads so that
they became part of our customer lists.
The prime objective was to
prevent the leakage of spends by classifying the keywords as per their scale and ROI using SQR of
the past 6 months of search history. Using Easyinsights.ai’s SQR Analyser we brokedown ‘search
terms’ into intent buckets.
High intent keywords: That have transactional intent,
best known from their long tail in nature e.g., buy specs online under 5000 rupees
Mid intent keywords: They have informational intent
evident from their small length of search query e.g., best specs online
The highest impression share was for the keywords with
higher intent where the CAC was under permissible limit and accordingly the mid intent keywords
were given additional budget after exhausting the higher intent ones.
If you are running an
eCommerce business with large inventory, you need to create multiple ads and a ton of audiences
and then market your products to these audiences. Things can become complicated pretty fast.
Facebook’s Dynamic Product Ads(DPA) automates this time taking tedious process and creates ads
which will also provide you great results based on it’s algorithm to promote highly personalized
ads to its users.
Leveraging DPA in our Facebook Ads strategy helped in
reducing the CAC significantly. It involved breaking the entire catalog scientifically into
various product sets based on categories, ticket size, and various other parameters where we
needed budget control and ad personalization.
Our in house product Adbytzz
has built in Nomenclature handling capabilities to ensure error free execution and reporting. The
basic hygiene checks like 404 errors, pausing ads in case of website downtime were implemented as
precautionary measures. Website monitoring checks were also automated to avoid bad customer
experience due to unavoidable down times.
Also, with Easyinsights.ai we created internal reports which
helped Account managers monitor the account and take action to avoid wastage. Apart from Marketing
reports, we created certain dashboards specific to Product, Category, Geography and Website
Performance to provide us the overall paid marketing performance.
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2X Scale In a Quarter While Keeping CAC Under Guardrail Across Several Categories