Here at ConversionEngine we're all about helping eCommerce stores grow their sales with highly targeted Facebook, Instagram, and Google ads.That's why we get up in the morning, why we brew our coffee extra strong, and why we're constantly working to help our clients get even better results.That's also why our team was super excited this morning when we saw that we had more than doubled the return on ad spend over the weekend for one of our clients.For those who don't know, doubling your return on ad spend means you make twice the revenue for every $1 you spend on ads. In this case, we helped our client go from ~$2.50 in revenue for every $1 spent on ads to ~$5.00 for every $1 spent on ads.So how were we able to double sales in such a short amount of time? I'm glad you asked...
How We Doubled Our Clients Return on Ad Spend
A few weeks ago we did a little bit of market research and realized that prospective customers had a question about which of the competitors in our client's space had the best product. They had multiple options to choose from, but weren't quite sure which option was best and why.So we put our heads together and thought, "How can we create some distance between our client and her competitors? How can we write ad copy that proves our product is the best in the marketplace?"We held onto this thought and kept brainstorming until we came across a testimonial where a customer listed competitors one by one and mentioned why our client's product was better.This customer had already done all of our work for us, so we found a good product image to pair with the testimonial and then started working on the ad.At this point, there was someone concern about mentioning our customer's competitors in the ad copy. "Should we mention them by name? Will this be a problem? Are we going to give our competitors free exposure?"The answer to these questions came down to two things:
- Our client is a newer player in the space, and we decided that market leaders shouldn't call out smaller players but it's OK for a newer player to call out market leaders.
- Why not test? Instead of guessing what was going to happen, we could just test.
Based on this conclusion, we finished setting the ad up last week and turned it on to test over the weekend.The result was a significant boost in sales, literally overnight, even though we were advertising to the exact same audiences we were advertising to before.We went from ~$20.00 per acquisition to only ~$10.00 per acquisition.As you can imagine, doubling our return on ad spend and cutting the cost per acquisition in half means it's going to be a lot easier to scale this campaign at a profitable level.So what are the takeaways from this simple case study? There are two main lessons to learn.
- Make sure you're working with an ad team who is never satisfied with results and is constantly testing new ad copy to get even better results.
- Make sure you're working with an ad team who knows how to write killer ad copy.
If you have any questions about how to get these types of results for your business, feel free to send us a message because we're looking for 2-3 new eCommerce stores with high growth potential that we can help to profitably grow in 2019.