THE CHALLENGE
A major e-commerce brand wanted a third-party assessment of their paid social strategy and execution.
THE SOLUTION
Audit: PlusUp performed a comprehensive audit of their Facebook Ads Manager to identify areas where best practices were overlooked and made subsequent campaign setup changes including:
Audiences: Broadened the campaign audiences and then tested various audiences (broad, interest-based and lookalikes) to confirm superior performance
Customer Segmentation: Refreshed and organized audiences to allow for easier segmentation and measurement based on new-to-file and past purchasers
Bid Strategy: Recommended and implemented a cost-cap bid strategy in order to generate greater volume for the budget and control the cost-per-purchase
Machine Learning: Implemented campaign budget optimization (CBO) in order to take full advantage of Facebook’s machine learning capabilities
Reporting: Created custom web-based analytics with an aggregate view of spend and KPIs across numerous filters including dates, audiences, campaigns and more
THE SUCCESS
Return on ad spend increased by 40% within the first month
Reach increased more than 100% with the broadened audiences
First-time site visitors increased by 72% month-over-month
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Digital Expansion + Local Marketing + Performance Monitoring