More Cottons Case Study

Project goal

● Targeting was too narrowed down (over complicated) as a result CPMS were too high with a conversion rate of 0.4%

● Ad copies were clearly an issue, the communication of the product was aimed at reaching only specific A class target when it was easily accessible by other classes. ● I couldn’t see any catalog ads, diversified ad copies, in terms of visuals captions or products, account was stuck in a specific boring direction which will never work.

Spend: 127,494.25

Orders: 698

Sales: 459,730.64

ROAS: 3.6

CPP: 182

Conversion Rate: 0.4%

Solution

● I started testing audiences, visuals and products, conversion rates started to get better which was a good starting point but I still had a considerably high cpc (2x market average).

● After going through many copies and paying attention to people’s comments I utilized our findings into an ad copy mirroring user’s pain points which took the account somewhere else.

● Featuring closeups on the product to showcase details has worked and still works the best in this account, because the user needs to see that they are buying something different from what supplied elsewhere (since its a very competitive niche)

● Plus it was the star product, with a reasonably good market price.. All conditions were met and hence, sales almost tripled overnight which applied to the conversion rates too