Services We Offered
Our involvement included:
A/B testing: It is crucial to execute comprehensive split testing in order to get you the highest ROAS and lowest CPP. This does not mean a handful of ads here and just a few audiences there; this typically involves dozens if not hundreds of variations often to the point of overwhelm. If you're running ads in house, aren't exclusively immersed in this work and are not currently seeing the best results with your ads, then it's highly likely you're not doing nearly enough A/B testing!
Refining cold customer acquisition: We completely overhauled ICEMULE’s TOF (Top of Funnel), which are new customer acquisitions or cold audiences. In May we brought in almost 3 ROAS exclusively for cold audiences immediately (remember this doesn't account for people who didn't purchase immediately and were retargeted afterwards). This is a huge improvement in their campaign that took a significant investment of A/B testing, pivoting and optimizing to achieve.
Add to cart optimized ad sets: For ICEMULE, we discovered that optimizing for add to cart for cold audiences brought in a lower cost per add to cart, high link CTR, and bonus purchases. This highly efficient strategy brought in more traffic, more engaged site users, and new customers immediately. We focused on this profitable optimization so that we could also retarget these audiences afterwards to produce an 8+ ROAS overall for the sale.
Creating urgency: Using key phrases like, “Limited-time only” or, “Ending this week” at the right time can create urgency and cause a customer to convert more easily with a sale.
Using reviews in the ads and ad copy: ICEMULE had dozens and dozens of amazing reviews to support their product, which greatly aided in the success of the campaign. Positive reviews are very important in creating trust with a new customer and building social proof.
Highlighting incentives for customers on the site: ICEMULE uses Klarna (similar to AfterPay) which allows customers to pay for products in interest-free installments. This is a HUGE benefit to the consumer and company as it lowers the barrier to purchasing immediately. We integrated retargeting ads that specifically promote this option on the site and saw a 9.53 ROAS with those ads alone!