HOW DID FANCYPANTS DRIVE ITS SALES TO 7X IN LESS THAN 1 YEAR? E-­‐Commerce & fashion retail sales
Why Advertise on Facebook? The time has gone when Facebook was merely a platform to get in touch with acquaintances and to reconnect with old friends. With the immense amount of data that Facebook has about its users, from their contact details and interests to relationship status and major life events, businesses are increasingly leveraging this social networking platform. Businesses are using Facebook to reach out to an audience, as vast as 1.79 billion of the world population of 7 billion. Yes, you saw that right! 1,790,000,000 people! Facebook’s enormous reach and mammoth information has made it a major tool for digital marketing. Facebook ads are a very powerful tool used by marketers to make their brand the Next Big Thing! However, what is equally important is using this tool in the most efficient way. 1 ADYOGI’S Case study I fashion Industry How to run a successful Facebook campaign? OUR DIGITAL HACKS § Defining the suitable objective Objectives can range from link clicks and local awareness to lead generation and product catalog sales. ˗ If you are just starting up, you may be looking at building awareness about your brand. You can do so using the objectives-­‐ Local Awareness or Post Engagements. ˗ If your goal is to look for potential customers, you may use Lead Generation or Traffic as an objective. ˗ When you want to leverage Facebook Ads to drive sales on your platform, you may choose Conversions or Product Catalog Sales. 2 ADYOGI’S Case study I fashion Industry Objectives will help you narrow down on the target audience and ad type, along with ad content. § Choosing the right set of Audience To get the best results from your Facebook Ads, it is important to target the right set of people. It is critical to ensure that the audience you reach out through your Ad is neither too narrow, nor too broad. ˗ You can use various filters such as age, location, gender, interests and languages to define your potential reach. ˗ You may target your page fans, to give them custom offers. ˗ You should also explore the option of lookalike audience, to specifically target those having similar interests to your existing customers! § Selecting the Appropriate Ad type Facebook provides a wide range of Ads, which you can choose from. These include domain ads, carousel ads, dynamic product ads, lead ads, page post video, page post link, event ads, etc. Make sure your ad type is in sync with your objective. While carousel ads may work well for product catalog sales, page post links may be the right choice for lead generation. You may use page post video to increase your page likes. § Getting your Ad Content right ˗ Ads with images and videos are undoubtedly more prominent and striking and thus, an appealing visual may work well for you to increase the number of impressions. ˗ The headline or the title of your Facebook Ad can have a maximum of 250 characters; however the average headline is just around 5 words long (to be read as short). 3 ADYOGI’S Case study I fashion Industry ˗ The description that explains more about the Ad averages around 15 words. ˗ Using words like Free, Now and New in your ads will make them grab more eyeballs and clicks. Phrases like ‘The Secret of... ’ and ‘Little Known Ways to…’ may too work in your favour! So the key here is to keep it short and crisp. § Do the Math While spending money on Facebook Ads, make sure you make all the permutations and combinations of the range of the target audience, frequency of ads, Cost Per Thousand Impressions (CPM) and Cost Per Click (CPC) along with your marketing budget. Do the math well; to make sure you make the most out of your money. A greater Ad frequency is generally associated with a decrease in Click Through Rate (CTR) and an increase in Cost Per Click (CPC). If you show the same Ad to a person multiple times, there are chances that your Ad may simply go ignored, a phenomenon called Banner Blindness! We are sure you don’t want your hard earned money to reap you very little benefits! So, be careful about the Frequency and Reach of your Facebook Ads. 4 ADYOGI’S Case study I fashion Industry How did Fancypants drive its sales to 7x in less than 1 year? Client -­‐ Fancy Pants Store Website: www.fancypantsthestore.com/ Industry: E-­‐Commerce & retail sales In February 2016, when Fancypants first approached us, they had an exquisite collection of chic dresses and amazing fashion accessories, backed by a highly functional and user-­‐friendly website. 5 ADYOGI’S Case study I fashion Industry What they wanted to work on was tapping new audiences and improving conversion rate. Fancypants also wanted that customers do not leave the website before converting and if they leave, they must be targeted again. The potential customers must be displayed a variety of products, from different categories. They wanted to capitalise on the increasing reach of digital marketing, for which they approached AdYogi Team. Using AdYogi, We were able to advertise their products in a way that they managed to increase their sales by 7x, in less than a year. In this section, we share with you the key actions that we took to help Fancypants reach out to a greater number of people. 6 ADYOGI’S Case study I fashion Industry Objective -­‐ Drive online sales for a Luxury Women Apparel brand by directing relevant traffic on the portal. How did we achieve this objective? § We used retargeting, along with cross-­‐selling and up-­‐selling as targeting techniques. We retargeted the audience that did not convert on the website, on Facebook and showed them ads of products they had viewed on Fancypants’ website. Other techniques we used for Fancypants were cross-­‐selling and up-­‐selling. So, we showed ads of products related to the searched products (cross-­‐selling), and also displayed higher end versions of the products, visitors had originally searched for (up-­‐selling). § We showed ads of Fancypants’ top selling products. Using the Smart Ads feature on our AdYogi platform, we showed ads of Fancypants’ best-­‐selling products, on Facebook. We could also show these ads to the lookalikes of Fancypants’ most active buyers. This helped us reach out to their potential customers. § We optimised ad campaigns for increased conversion rates, through the use of carousel ads and custom landing pages. We optimised Fancypants’ campaigns to bring improved sales. We chose the campaign objective as Conversions. We used carousel ads for many of its products. Carousel ads allow you to show a related range of products as ads. We also made sure to always link the product ad to its relevant page on Fancypants’ website, to ensure a greater conversion rate. 7 ADYOGI’S Case study I fashion Industry § We ensured that thei Ads are continually updated to account for any changes in their stock One major mistake that e-­‐commerce websites usually commit is showing ads of their out-­‐of-­‐stock products. Not only is this annoying for the visitor, it also wastes precious clicks and impressions. So, for Fancypants, we ensured that none of the products being advertised were out-­‐of-­‐stock. § We created a lookalike of Fancypants’ customers and also targeted their fans. ˗ Using the ‘Audiences’ ool on Facebook Business, we created a lookalike audience of Fancypants’ best performing customers. Then we showed ads of Fancypants’ top-­‐selling products to this audience, to increase the conversion rate. Targeting those who had liked Fancypants’ Facebook Page helped us increase our potential reach. ˗ Another winning strategy, as far as Facebook marketing is considered, is to target ‘Friends of fans’. Using this option, we showed ads to audiences who were friends of Fancypants’ Facebook page followers. This enabled Fancypants to reach out to an untapped audience and helped increase their fan base. § We used A/B testing to decide the most appropriate targeting options at ad set level. Through testing various age, location and audience targeting combinations, we identified the ones that worked best for Fancypants. For example, sale conversions were maximum when we targeted tier-­‐I cities in India, including Delhi, Mumbai, Kolkata and Bangalore. To figure out the best performing targeting options, we compared cost-­‐per-­‐
sale for each campaign. We then reallocated Fancypants’ budget from ineffective campaigns to the better performing ones. 8 ADYOGI’S Case study I fashion Industry § To increase website taffic, we ran a brand search campaign for Fancypants on Google. To ensure success of Facebook marketing campaigns, it is also necessary to generate sufficient traffic on the website. Through our experience, we have seen that retargeting campaigns work effectively only when a website has at least 5000 visits. So, we also ran a search result campaign on Google AdWords, to increase brand awareness, and get Fancypants’ ad featured in the search ads. Now, if you search for Fancypants on Google, this is what you are likely to see. IMPACT
Have a look at the statistics for Fancypantsthestore.com The Sales of Fancypants were driven to 7X using our marketing efforts. The return that Fancypants gained on its Ad Spend was as high as 1000% in one of the months. This is the power of Facebook Ads. “I was able to double my business within 3 months of service. AdYogi has delivered me phenomenal response of 7.2x on my investments” – Jankee Marketing Director, fancypantsthestore.com 9 ADYOGI’S Case study I fashion Industry About Us Adyogi is a Marketing Automation Software, developed with a vision to help businesses-­‐ large or small, acquire customers online and thereby increase sales and profits in the most efficient manner. We capitalize on delivering personalized ads with automated prospecting, retargeting and cross-­‐selling using cutting-­‐
edge technology, to drive sales. To get the best results for your business, sign up on AdYogi now! http://app.adyogi.com/ Follow Us M/s. Xplanck Marketing Pvt. Ltd. 7 1626/33, Naiwala, Karol Bagh, New Delhi, 110005, India ADYOGI’S Case study I fashion Email: [email protected] | Mobile: +91-­‐97 1770 0020 |Phone: +91-­‐124 4203 920
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