Category: eCommerce, Jewelry
Client: Hanami Jewelry
Campaign: Conversion sales campaign
ROAS: 10x (return on ad spending)
This is the first example of the campaign I have run for one of my eCommerce client.
Hanami is an online/offline store with unique gift product, so we knew that December before Christmas would be a winning month with just a little bit of advertising effort. They specialize in jewelry made out of natural flowers preserved using raisin mixture.
In this particular campaign, I've used "stacking" method which is very popular among eCommerce marketers.
The process starts with creating an ad post - either live one, directly on your FB page or dark one (using Page Post feature in your business manager). After that, you start with PPE campaign using the very same post you've just created. The goal here is to collect as much social proof as you can – likes, comments, and shares.
ORIGINAL PAGE POST
AD VIDEO
SOCIAL ENGAGEMENT VIDEO AD
Once you start getting engagement it's time to fire up the conversion campaign using one of the standard goals - product view, add to cart or most preferably - purchase (depends on a number of conversions you already have). Conversion campaign uses the very same post you've been using for PPE campaign.
Another variation of this method is to run video ad along with your conversion campaign instead of PPE ad. Since the Facebook is very favorable towards videos, they are a very effective tool to get your audience engaged.
The whole point here is to get those numbers rolling on the bottom of your post. With high social engagement, you have a better chance that next viewer will be more inclined to click a link to your offer.
I've applied this strategy to our campaign and with the ad spend of less than $300 we had reached only around 9,000 people and got 10x return in sales. Our average click-through rate was somewhat on a low side (2.4%) with store conversion rate hovering around 3%. Given the extreme competition during the holiday season, those numbers are not bad at all.
"Stacking" method proved to be successful one more time.
Your turn - try it today! 🙂
Questions? Drop me an email at tom@beachleads.com
