The Solution: Targeting Warm Audiences First
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.