11X Facebook Return During Last 2 Weeks of Year – Facebook ECommerce Case Study

This case study talks about how I was able to bring in the ROAS of 11.4X during the last two festive weeks in the month of December in the year of 2019.

Problems

Highly competitive market and high CPM during the festive season
Less time to do any test and let an AdSet/ Campaign optimize

Strategy: Two-Phase Launch

Campaign Strategy

Testing everything within the same campaign so that the campaign can optimize quickly towards one optimization event.

AdSet Strategy

Segregating audience at different AdSet level called

- Engagers
- Interests
- Lookalike
- Remarketing

Budget Strategy

Adjusting the daily budget based on audience intent and historical data.

First Launch – December 19-24

Offers

We had offers that the audience cannot reject
Offers were painted well on ads

Target Audience

Segregating audience at different AdSet level called

Engagers
Interests
Lookalike
Remarketing

Creatives

Each AdSet had two kinds of creatives
- Carousel to highlight individual category sets offers
- Single image ads to highlight the overall discount and offers

Campaign & Budget distribution

We started with a bang, putting more than the average budget on the first day (19th) so that the campaign with CBO can learn fast.
We also got the highest sales on the 19th itself.
We were optimizing towards only one optimization event & that was purchase

Takeaway

Before Christmas, the audience made a quicker buying decision.
Post-Christmas, especially on & after the Boxing day, the audience kept on looking for a better offer.

Second Launch – December 25-30

The second launch had the exact strategy except we added another marketing element to it. There were two extra AdSets with video from 25-27 to reach out to more people. Except that everything was replicated as it is.

Booster: Videos Dec 25-27

We heavily used video ads from December 25th to dec 27th to offer awareness and engagement purposes. Because video ads are easy to catch attention.