An established workwear manufacturer with over 30 years of industry experience sought to amplify their online sales. Over the past six months, our collaboration has produced extraordinary results that set new benchmarks for their eCommerce performance.
The Challenge
The client planned a significant summer sale featuring over 1,000 products across six main categories. The core challenge was to achieve effective advertising for that many discounted products on Meta (mainly Facebook and Instagram). Traditional Conversion campaigns posed limitations – to create 1000+ individual visuals for every product was too impractical and time-consuming.
The Solution
To overcome this hurdle, we came up with an innovative strategy:
1. Leveraging Internal ERP Categories
We consulted with the client to identify five internal ERP categories used for product grouping. Although these categories differed from the website’s classifications and were intended for internal planning, they became the cornerstone of our solution.
2. Customizing the Meta Product Feed
Collaborating with the client’s development team, we integrated these ERP categories at the item level within the Meta product feed. This enhancement enabled us to filter products efficiently and create targeted product sets.
3. Implementing Enhanced Dynamic Product Ads (DPA)
We designed two distinct Enhanced DPA templates that prominently highlighted the substantial discounts. Enhanced DPAs offer a more engaging format compared to standard ads, allowing for dynamic personalization at scale.
4. Launching a Dedicated Catalog Sales Campaign
A new campaign was established solely to promote the summer sale items. This approach ensured that all 1,000 discounted products had dedicated visibility without the need for individual creatives.
5. Maximizing Meta’s Algorithm
Utilizing Meta’s advanced algorithms, we delivered tailored carousels of discounted products to audiences most likely to be interested, optimizing both reach and conversion potential.
Results
Increased Item Visibility
117.59% increase in viewed items compared to the previous month:
Diversified Item Views
The client experienced significant diversification in the viewed items whereby originally unpopular categories experienced 684.15%, 243.26% & 202.89% MOM growth in item views, respectively to the graph, excluding Medical Uniforms:
Diversified Item Engagement and Revenue
There was also a significant diversification in the item revenue whereby originally unpopular categories experienced 197.18%, 178.58% and 520.54% revenue growth MOM, respectively to the top 4 categories in the “After” pie chart, excluding Medical Uniforms:
Year-over-Year Growth
- Orders: Increase by 355%.
- Revenue: Increase by 234%:
Secondary Observations
- The promo headlines in Google were with top-impressions due to the synergy in messaging between the channels and the overall popular promotion.
- One of the main Meta ad sets ran with 76% lower cost per purchase, compared to similar peer ad sets.
Key Takeaways for Your eCommerce Business
In today’s competitive eCommerce landscape, a sophisticated technological approach to advertising is imperative for sustainable growth. Here are the essential winning approaches based on that case study:
1. Advanced Feed Management
Customize your product feeds beyond standard categorizations to unlock new advertising capabilities.
2. Enhanced Dynamic Product Ads
Leverage Enhanced DPAs to create personalized and engaging ad experiences without the need to create visuals for each product.
3. Data-Driven Personalization
Use the full potential of the advertising platforms’ advanced algorithms and data insights to deliver the right products to the right audience, maximizing conversion rates.
4. Cross-Channel Synergy
Ensure consistent and compelling messaging across all advertising platforms to amplify reach and effectiveness.
5. Continuous Innovation
Stay ahead by adopting the latest advertising technologies and strategies. Relying solely on default platform features may limit your potential for growth.
By implementing the above-mentioned points, you can significantly enhance item visibility, diversify revenue streams, and achieve remarkable growth for your eCommerce business.
Ready to Transform Your Online Sales?
Our expertise in advanced digital advertising may lift your online store to new heights. Contact us today to discover how we can tailor these solutions to your unique needs.