Carina Case Study

Project goal

Even though it was a very successful brand with different stores located all over egypt. Carina didn't take the full potential of the ecommerce world. Their initial challenges were new customer acquisitions, driving quality traffic & for sure increasing sales.

After auditing the media buying accounts, we found a lot of gaps & opportunities which I can rely on like

Lack of creative testing

Lack of audience testing

Very low conversion rate

They were using View content optimization in the conversion campaign instead of purchase optimization

Low CTR in the retargeting campaign which means that I need to develop a better message tailored to the brand audiences.

Solution

My goal was simple, using facebook ads and other paid channels to increase the monthly revenue with the highest ROAS possible, so how I did it?

The Low hanging fruit

In the auditing & analytics phase I found that most of the revenue are driving from the organic search and it is very logic as it is very known brand but the opportunity here was that there are a lot of marketplaces are competing to win the traffic searching for the brand name, so I first created a branded google search targeted the brand names keywords, with this campaign I won a lot of audiences with higher Roas & very low CPP

The retargeting campaign that gets 13x Roas

As I saw before the store has a very low conversion rate & as the 3 months are not a good time for any conversion optimization process I decided to focus on the retargeting campaign to increase the conversion rate and total sales. I tested different messages to recover the audience who made an add to cart with purchase to convince them to complete their orders & finally I found a winning message which helped us to drive 13x return on ad spend.

The second tactic I used to recover the abandoned add to cart and checkout is Email marketing, I created a good email flow for people who will make any add to cart without purchasing to complete their orders.

More Tests More Scaling

As I discussed before the brand was suffering from lack of testing & for the performance world the more you can test the more you can scale your spend profitably so I created 2 separate campaigns for audience & creative testing to find winners. After finding a winning audience with winning creative I used a Cost cap bidding strategy to scale it. Here is a screenshot for the first 2 days of the campaign getting 30 orders with high ROAS.