With the sudden onset of economic uncertainty, we quickly realized we needed to find a way to keep ICEMULE's profitability relatively consistent during the global Coronavirus pandemic. Many Americans were starting to hold on tight to their wallets in March, which made it extremely difficult for many ecommerce businesses to survive this first wave of shutdowns. We knew a strategic and creative pivot would be absolutely necessary. 

When the COVID pandemic quickly took the world by storm, our expert team put our heads together to find out how to keep ICEMULE's campaign not just afloat, but THRIVING during this volatile and unprecedented time.  They hoped they could keep their FB ad campaign in a good place, but never dreamt we could achieve the insane results we did this spring. Read on to find out how we did it... 

When ICEMULE decided to hand over the reins for their FB/IG ad campaign to Tintle Digital Marketing after completing an initial Facebook ad account audit, they quickly realized ALL of the areas they were leaving money on the table by running the ads in-house. When managing the ads on their own, they were achieving less than a 2 ROAS but had so much room for growth! One of their largest areas of struggle involved their retargeting which was missing key ready-to-buy audiences, strategic A/B testing, and effective ad copy designed exclusively for warm traffic.

Retargeting audiences are always the easiest audiences to convert, produce the most revenue, and highest ROAS. With that said, it can be extremely difficult for ecommerce businesses managing their Facebook ads themselves to properly leverage warm audiences with retargeting in a way that generates the highest ROAS. This is exactly why ICEMULE gave our team the steering wheel; Simply put, ICEMULE wanted seasoned Facebook advertising experts who could get them better results than they could on their own and that is exactly what we accomplished. With over 6 years of Facebook advertising expertise, we immediately knew their retargeting strategy desperately needed to include dynamic product images in the ads according to the products a site visitors viewed, further warming up anyone who's engaged with their brand on FB & IG, and, last but not least, to showcase limited-time promotions in a way that gets people to buy immediately. 

During May 2020, we started advertising a sitewide 20% off sale which they typically reserve only for the holidays. This strong discount was a strategic move that offered just the right amount of intrigue for past customers and new customers alike during a challenging economic climate. For anyone hesitant about offering sales in general, keep this in mind: this promotion encouraged WAY more purchases on the site and at a return that fully justified the cost of the discount. See, instead of just a 2 ROAS without a sale, we were seeing 7+ ROAS with a sale that still generated incredible profit for ICEMULE. 

As this limited-time sale in May was running, we took this promotion and advertised it in front of people who’ve been on their site the past 30 days, people who've added to cart within the past 14 days, their extensive past-customer email list, and people who’ve engaged with their ads on FB/IG during the past 60 days. The results? We generated 11.91 ROAS for warm audiences alone during the sale. This equates to over $60K in revenue.

But that's only part of the story! While retargeting warm audiences is absolutely essential with Facebook advertising, you can't get a higher ROAS with retargeting without a perfected top of funnel strategy that brings in brand new customers.  We would even go so far as to argue that customer acquisition is the most important piece of the puzzle when refining your Facebook advertising! At the end of the day, the only way you can continue to grow in revenue every month is through continually bringing in new customers to purchase your product.  Read on to learn about the profitable strategy we developed for cold audiences which directly fed into these high ROAS retargeting results. ⬇️

We were able to surpass all of ICEMULE’s hopes to stay afloat and then some! Their May 2020 20% off sale finished with a whopping 8 ROAS and an average cost per purchase of just $10.81 per purchase! These results surpassed their Black Friday/Cyber Monday sale in 2019 and gave them almost an  8x return on investment. This was in the midst of the COVID-19 pandemic, mind you!

Check out the image below highlighting all of amazing data in FB Ads Manager showing ICEMULE's wild success!