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The result was an improvement in ROAS from around 0.5:1 to 2.5:1 within a month.
The customer's main challenge was not being able to deliver a profitable ROAS on Facebook and Instagram, despite their core audiences being present there, especially on Instagram. There was a lot of engagement that did not result in sales.
Their ROAS was stuck at around 50% (0.5 : 1).
Of note, the Northern Hemisphere was heading into spring, which is their busiest time, with 90% of their sales coming from the US, Europe and the Middle East, so it was important to see results very quickly.
My role was to audit their Facebook account and suggest a strategy to achieve drastic improvement in performance, with ROAS being the key metric.
I reviewed their past campaigns, as they had been active on Facebook for over 3 years, and reviewed their Shopify analytics and GA, to isolate what had worked or came close to working in the past. This included their geographical targeting. I put forward a hypothesis based on the observation that their luxury fashion dresses historically generated most of the sales in a few key cities around the world.
I built new audiences and reconfigured their geotargeting based on my past performance analysis, restructured their account to better reflect the most recent best practice and what I have seen work for similar accounts. I tested different objectives and target metrics to gradually find the winning strategies and then focus on scaling those.
The result was an improvement in ROAS from around 0.5:1 to 2.5:1 within a month.
Paid Ads,Paid Ads,Marketing Strategy
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Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.
The International Conference on Fatty Liver focused on the clinical needs and best practices for diagnosing and treating Fatty Liver. Raised awareness across all medical specialties to help guide and treat patients.
Build a brand and develop a conference that deals with a niche topic within hepatology that has not yet completed the clinical trials for the medicine needed to help patients. Compete against other conference dealing with the topic connected to large associations.
We started collaborating in 2017 when the client started looking for ways to engage and connect with a vast direct-to-consumer audience of individuals suffering from developmental and learning disorders or psychological traumas and their family members.
Because of the climate of the industry, many potential leads were wary of medical claims and were looking for evidence of efficacy.
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