Scaling Paid Social Ads to Achieve 165% YoY Revenue Increase

As part of an omni channel strategy encompassing paid search, shopping and paid social for this fashion retailer we created a strategy complemented the other paid media channels and provided a self sustainable revenue stream.

We applied a testing framework to our campaigns to effectively test and learn the best combinations of creative, copy, and ad formats.

As two of the markets had relatively low brand awareness or traffic we upweighted prospecting activity in these countries. This built retargeting pools for our dynamic ads activity and provided enough data to build high performing lookalikes.

Once we established key learning for each country we refined our activity and increased our ad spend to ensure our budget was being spent efficiently. Using a bespoke dashboard to fluidly allocate budget to high performing countries, audiences and strategies. This reduced our media spend wastage and maximised efficiency.

Key tactics to driving efficiency included:

• Implemented Facebook best practice to improve efficiency at scale across all markets
• Creating fixed campaigns for each stage of the purchase journey to maintain learnings
• Utilised dynamic formats (Collection ads and Dynamic carousels) which had a slower ad fatigue than static creative.