Between June and December 2023, we joined forces with an exciting new partner – a distinguished UK-based distillery. Our client took their first steps into Meta and PPC Advertising, marking a significant chapter in their digital marketing endeavours. This was a time to explore and unlock the untapped potential of using Meta and PPC ads, as a promising avenue for sales.
Our mission: to not only navigate the complexities of Meta and PPC advertising but to see what campaigns/audience targetting worked best for the client. Any findings would then be used to help build future Meta/PPC strategies, and if these platforms were viable options to use as effective marketing channels going forward.
Join us as we go deeper into this case study, revealing the challenges faced, the strategies employed, and the triumphs achieved – cheers to the beginning of a Paid Media chapter!
As we navigated through this project, our journey involved testing various campaign objectives and audience segments to decipher what spells the greatest success.
Our ads began with two distinct campaigns focusing on Product A within a UK audience, showcased by a range of single images.
Simultaneously, we introduced Product B, a carousel ad complemented by a captivating free tour experience tailored for the local community.
The initial chapters of these campaigns unfolded with success, prompting us to broaden our horizons. A few months in, we ventured into testing these campaigns across diverse audiences and landing pages.
Product A became the protagonist in our next testing phase, and we diverted users to the client’s website and an Amazon Landing page. Interestingly, the total number of purchases from both landing pages was surprisingly similar. However, a closer look revealed a distinction – the purchase conversion value on the Amazon landing page edged slightly higher than its counterpart, the Client landing page.
Product B, we tested the ads with a wider audience and the local community. Initial findings hinted at a notable preference for the local audience, implying a tailored approach could be the key to success.
Adding a thematic layer to our campaign repertoire, we created a ‘themed’ campaign inspired by a popular film trilogy. This time, our spotlight shone on both UK and USA audiences. The UK audience emerged triumphant, with a significantly higher purchase conversion value compared to their counterparts across the Atlantic.
Every ad campaign brought forth insights, shaping a narrative of strategic evolution and adaptation.
The campaign journey began with the launch of branded Search Ads and a dedicated shopping feed, exclusively on Google’s Shopping network.
Building on initial findings, we progressed by introducing a Standard Shopping campaign to gain deeper insights into our appearance for specific search queries and exercise more precise control over costs.
Continuing our adaptive approach, we explored a Display campaign and expanded our efforts with branded Search Ads, integrating them into a comprehensive Performance Max campaign that spanned Google’s entire inventory.
In the final phase, we fine-tuned our strategy, running branded Search Ads concurrently with a fully developed Performance Max campaign.
Additionally, we strategically targeted Search Ads to cover queries related to Distillery Tours in the local and the surrounding areas, ensuring a comprehensive and targeted online presence.
Between June and December, we allocated a budget of £6,129.83 to Meta Ads, resulting in 248 purchases and a Purchase Conversion Value of £19,849.45. This translates to a substantial revenue of £13,719.63 generated by the Distillery through these advertisements. Throughout the course of this project, we conducted extensive testing of various campaign objectives and target audiences to identify the most successful strategies.
Among the tested campaigns, the standout performer was the ‘themed’ campaign, which predominantly targeted a UK audience based on key interests and demographics. Additionally, we implemented retargeting strategies for audiences such as ‘website visitors,’ ‘website page viewers,’ and those who engaged with the Facebook page. The thematic product featured in this campaign proved to be particularly effective in driving engagement and sales.
Between June and December, our Pay-Per-Click (PPC) efforts yielded noteworthy results, with a calculated spend of £3,101 translating into a substantial revenue of £10,287. This signifies an impressive Return on Ad Spend (ROAS) of 3.32, underscoring the effectiveness of our campaign. The 128 purchases generated during this period further highlight the success of our PPC strategy in driving tangible and meaningful outcomes for our business.
Themed campaigns emerged as a pivotal element, transforming our advertisements into captivating, immersive experiences. Notably, the UK audience took the spotlight, surpassing the USA in terms of purchase conversion value.
The incorporation of localised offers and themed celebrations became our formula for success. Our customers ceased to be mere numbers, with themed campaigns evolving into joyful celebrations and purchases transforming into shared experiences.
Interestingly, our ads exhibited optimal performance when targeted at a UK audience rather than a USA audience. Furthermore, offering a free tour experience proved most successful within the local area compared to broader geographical expansions.
Theming campaigns around special celebrations, particularly Father’s Day, demonstrated noteworthy success. Notably, the data revealed a slightly higher purchasing trend among females, possibly indicating purchases as gifts for loved ones. The most prevalent age groups engaging with our ads were identified as the 25-34 and 35-44 demographics.
Initially, our ecommerce campaign kicked off with branded Search Ads and Shopping Ads featuring a limited product selection. Despite these being fundamental components of a successful campaign structure, they did not yield favourable results in terms of conversions and Return on Ad Spend (ROAS). While Display campaigns contributed to an overall brand uplift, their impact on e-commerce sales proved to be gradual and sometimes insufficient, especially when customers made purchases through alternative vendors.
Expanding our product range emerged as a beneficial strategy, encompassing the entirety of our business offerings and providing Google with a broader spectrum for testing, leveraging the advantages of machine learning. Implementing a full-fledged Performance Max campaign proved highly successful, enabling us to extend our ad presence across various Google platforms and achieve significantly lower Cost Per Click (CPC) and improved ROAS.
The culmination of these efforts resulted in the most effective iteration of the account during November and December, with the Performance Max campaign boasting a CPA of £9.82 and an impressive ROAS of 7.66. Simultaneously, the Distillery Tours search campaign delivered a CPA of £11.84 and a robust ROAS of 6.37, marking a successful and optimised conclusion to the campaign.
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