My Process.
- Initial consultation meeting to understand the business owner's unique perspective and goals.
- Conducted research on the company, industry, and target market. Upon learning about these things, I was able to identify the following:
- The target market does not perform a Google search for this type of product. The majority of hockey related items that are searched for on google are team jerseys, which the company is not selling.
- The NHL has several rulings about licensing team names, colours, and logos. I had to ensure that my client's items did not infringe any of these rules as this would impact the advertising as well.
- My recommendation based on my research was that Facebook/Instagram ads were the best digital advertising solution for this e-commerce start-up. This was because I was able to determine that the target market would likely purchase these items as impulse buys. Facebook and Instagram are great social media channels for exactly this.
- The budget for this ad campaign was $500 over the duration of 1 month.
- In terms of setting up the Facebook/Instagram ad campaign, I did the following:
- Set up the facebook pixel on their website.
- Chose the campaign goal of Traffic. Typically the Conversions goal is ideal for website sales, however, given the limited budget, I have had more success using the Traffic goal for campaigns with a budget similar to this one.
- I then created two ad sets. I split the budget equally between the two. This allowed me to target two different markets with different products that the company offered. This was important as the company sold both male and female clothing. I was able to target these two markets based on demographics (age), interests (pages they like), spending behaviour, and geographic locations (countries where hockey is prominent).
- I then created 3 ads under each ad set for a total of 6 different ads. Each of these ads had different images and ad copies. 1 week into the campaign, I checked back on these ads to see how each of them performing. I then cut the lowest performing ad in each ad set so that the budget could focus on the more successful ad copies.
Results.
- Impressions: 34,206
- Ad Clicks: 431
- Click Through Rate: 1.26%
- Cost Per Click: $1.16
- Sales: 26
- Revenue: $1130.74
This campaign served two purposes for the company. Firstly, the amount of revenue that they generated was double that of their original advertising budget. Second, the data collected by the facebook pixel will serve as a foundation for them to use for future ad campaigns. It will give them the ability to use features such as Lookalike audiences to achieve similar, if not better results.