Gina* is a mother of 5 kids. With so much going on in her life, she wanted a way to de-stress, reflect, and improve her mental health. She found that answer in learning the craft of hand-lettering. It soon became her passion and now it is her business! Creative Lettering is an e-commerce store that sells books, accessories, and digital courses to thousands of people across the United States – helping them master hand lettering and faux calligraphy.
Being strictly an e-commerce store, their only audience is online, so that’s where we came in. They needed someone to not only manage and create their Facebook and Instagram campaigns, but scale and grow their business as well. They had the product and we had the know-how.
What We Did & Why
The first thing we noticed was that the ads all looked the same; there were no variations in creatives or ad copy. So we came up with multiple angles to sell to their different audiences. We used the many different benefits that customers could experience from this product and used them as various marketing angles: One customer could be drawn to it for meditative reasons, another for relaxation, and somebody else could want it as a gift. This allowed us to split-test different angles to see which lead to the best result.
We noticed the images and videos that were currently being used were not ideal for ad optimization. They were spending hundreds of thousands on ads targeting mobile users with videos shot in landscape, so instead we cropped and shot videos in square and 4×5. By fully utilizing a mobile phone screen’s real estate you enhance the user’s experience which leads to more people watching your video, clicking your links, and buying your products.
During the next few months our team worked closely with Creative Lettering* to develop a sustainable sales strategy, while scaling up the business and increasing ad spend. We tried new things like using Boomerangs, informative and unboxing videos to name a few.
We had great success through split-testing multiple landing pages and analyzing the results. We identified opportunities and made recommendations for revising content, product descriptions, and simplifying the overall flow. Just a simple change in the placing of a call-to-action button can drastically improve your conversion rates!
Results (How We More Than Doubled Their Revenue)
Traditionally Return On Ad Spend (ROAS) declines as you increase your spending, but we were able to increase it while our spending increased. Our ROAS increased by 30% while nearly doubling their ad spend.
Likewise, your Cost Per Acquisition (CPA) or Cost Per Sale increases as you increase your spending, but we were able to also bring that number down by 31%. Which means that it was less expensive to obtain a new customer than it was before. This increased their marketing efficiency and boosted their bottom line.
In just a few months we reached over 8 million people with over 24 million impressions. Our ads had 20,000 shares, 50,000 likes, countless more comments and their Instagram account now has over 200K followers. We generated a robust online community that were equally passionate about Creative Lettering*.
It’s Easy To Get Good Numbers When Ad Spend Is Low…
Any skilled Facebook advertiser who has worked with million dollar spending budgets understands that scaling up an online business is no easy feat. Getting a high rate of return on a $10 per day budget is both easy to do and profits the spender very little; however, getting a high rate of return on a $1000 per day budget is a different story.
It requires a sophisticated skillset to manage the ads as the spending increases, to monitor what is working and what is not, and develop a strategy that works on a high spend scale. We are proud to say that this is where AdVenture Marketing excels.
The AdVenture team looks forward to working with you.