Doubled the Returns on Ad Spends (ROAS)
How we Doubled the Returns on Ad Spends (ROAS) for a Jewellery Brand
About The Client
Our client, Sneha Rateria, is a Jewelry e-commerce brand that caters to a large audience in India and has a huge influence in South India. They have earned the stature of being one of the most renowned silver jewellery manufacturing companies in India.
Problem Statement
Initially, the traffic was high on the website but the conversion was significantly less.
The requirement was to convert the major traffic into customers and increase the conversion rate through different advertising platforms like Facebook and Google. Therefore the main goal was to optimise the website to get more conversions by running ads on the website.
What is ROAS, and how does it help a brand?
Return on Advertising Spend is crucial for quantitatively assessing the effectiveness of advertising campaigns and how they affect an online retailer’s business. When combined with customer lifetime value, ROAS becomes a really important metric across all campaigns in every platform. It helps us in planning and forecasting budgets, creating strategies, and devising an impactful marketing plan to get maximum results. E-commerce businesses may decide where to invest their advertising budgets and how to increase efficiency by keeping a close eye on ROAS.
Our Plan of Action
Step 1
With Sneha’s website, what we did was first understand why the sales generated were less and study the audience affinities.
We started with top-of-funnel Conversion and Catalogue Sales Campaigns with Different sets of Audiences. The function of the upper funnel was to attract new visitors. Followed by the Catalogue Sales Campaigns to find out the various segments of audience behaviour and their approach to the website. The main agenda was to channel audience diversity through A/B testing the different sets of target audiences and deriving insights from the same.
Step 2
When we started the targeting campaigns, our primary goal was to attract a cold audience and increase quality traffic on the website. At the same time provide them with better awareness about the brand.
Our approach to targeting multiple customer segments with specific content and communication worked well.
However, when created a huge pool of audience from the top of the funnel who visited the website and interacted with the creatives, We started retargeting them. We started testing different retargeting audiences as well like:-
And we have taken a maximum number of days for these audiences to have a broad enough audience pool so that our ad can reach the full potential users who are likely to get converted.
The moment we found the right combination of ads and target group to apply for our Client’s website, we scaled up the campaigns. We did more A/B testing for non-performing campaigns to find the winning variations.
To convert the warm audience and potential customers who had already interacted with our Client’s website into customers.
- While the retargeting campaigns generated better conversions, we also realized something crucial to our task. We were getting enough no. of add-to carts but fewer purchases, and we concluded that this poor conversion rate was higher pricing and less awareness of the brand.
- We used Instagram as our primary medium to cater to the brand’s audience and saw the maximum results.
- We then started a brand awareness campaign and simultaneously started retargeting the audiences engaging with the awareness campaign as they are the most relevant audience to be converted into customers.
- We also decided to target people in South India as there was a huge collection of South Indian jewellery which we could leverage. We then analyzed and further segmented the audiences interacting with the website into multiple groups.
- To improve our returns further, we started a new Campaign for the US audience, targeting the Indian Interest-based Audience, such as Bollywood Music, Indian Apparel, Bridal accessories, trends, etc. This Campaign helped us to improve our transactions and achieve a ROAS of 18.
Results
Within one month of implementing the recommended changes, the client achieved the following results :
- Month 1 : ROAS: 9.5
- Month 2 : ROAS: 18+