Project: Longview Shoes

Background

Longview Shoes is an online retailer specializing in high-quality, stylish footwear for both men and women. With a broad range of shoes that cater to various styles and preferences, Longview Shoes aims to position itself as a go-to destination for shoe lovers in the United States.

Despite having a robust product line, Longview Shoes faced challenges in scaling their online presence and converting website visitors into customers. They needed a digital marketing strategy that could increase brand awareness, drive traffic, and ultimately boost sales.

Objective

The primary goal of the campaign was to increase online sales by targeting a broader yet relevant audience through Facebook ads. Additionally, the campaign aimed to:

1. Increase brand awareness and reach within the United States.
2. Drive high-quality traffic to the website.
3. Optimize the sales funnel to improve conversion rates.
4. Generate a positive Return on Ad Spend (ROAS).

Strategy

To achieve these objectives, a comprehensive Facebook advertising strategy was implemented, encompassing the following steps:

1. Audience Segmentation and Targeting

• Custom Audiences: Leveraged existing customer data to create Custom Audiences, targeting users who had previously engaged with the brand through the website, email sign-ups, and social media interactions.
• Lookalike Audiences: Created Lookalike Audiences based on the most profitable customer segments, targeting users with similar behaviors and demographics to expand the reach.
• Interest and Behavior Targeting: Focused on interests such as fashion, footwear, and online shopping, alongside behaviors like frequent online purchases, to attract potential customers.

2. Ad Creative Development

• Product Carousel Ads: Highlighted the variety of footwear available, showcasing top-selling men’s and women’s shoes in dynamic carousel ads that allowed users to explore multiple products within a single ad unit.
• Video Ads: Developed short, engaging video content that demonstrated the style, comfort, and versatility of Longview Shoes, appealing to both male and female audiences.
• Retargeting Ads: Deployed retargeting ads to re-engage users who had visited the website or added products to their carts but did not complete the purchase, offering incentives such as limited-time discounts and free shipping.

3. Funnel Optimization

• Facebook Pixel and Conversion API Setup: Implemented the Facebook Pixel and Conversion API on the Longview Shoes website to track user behavior and conversions more accurately. This allowed for better attribution, optimization, and the ability to measure the full impact of the Facebook ads across all devices and channels.
• Landing Page Improvements: Optimized the website’s landing pages by simplifying navigation, improving load times, and ensuring a mobile-friendly design, which is crucial for converting mobile traffic.
• Dynamic Product Ads (DPA): Utilized Facebook’s Dynamic Product Ads to automatically show relevant products to users based on their interactions with the website, ensuring personalized ad experiences that increased the likelihood of conversions.
• A/B Testing: Conducted A/B tests on ad creatives, copy, and targeting options to continuously refine the campaign and maximize performance.

4. Budget Allocation and Bid Strategy

• Budget Distribution: Allocated the budget strategically, with a higher spend on retargeting ads, given their proven effectiveness in driving conversions. A portion of the budget was also dedicated to prospecting new customers through Lookalike Audiences.
• Bid Strategy: Used a combination of manual and automatic bidding strategies to optimize for both clicks and conversions, ensuring efficient ad spend and higher ROAS.

Results

The 90-day campaign delivered impressive results, showcasing the power of targeted Facebook advertising:

• Sales Growth: The campaign resulted in a 215% increase in online sales compared to the previous quarter.
• Return on Ad Spend (ROAS): Achieved a ROAS of 7.2x, meaning that for every dollar spent on Facebook ads, the business earned $7.20 in revenue.
• Increased Website Traffic: Drove over 120,000 high-quality visitors to the website, with a significant portion of traffic coming from mobile users.
• Improved Conversion Rate: The optimized sales funnel led to a conversion rate of 3.8%, a significant improvement from the previous 2.1%.
• Cost per Acquisition (CPA): The campaign maintained an average CPA of $18, well below the industry average, contributing to overall profitability.
• Engagement Metrics: The video ads generated over 500,000 views, with a 20% view-through rate, indicating strong engagement and interest in the brand.

Conclusion

The targeted Facebook advertising campaign successfully elevated Longview Shoes’ online presence, driving substantial sales growth and increasing brand awareness across the United States. By leveraging advanced targeting strategies, engaging ad creatives, setting up Facebook Pixel and Conversion API, and continuous optimization, Longview Shoes achieved its business goals and established itself as a leading e-commerce brand in the competitive footwear market.

This case study demonstrates the effectiveness of a well-executed Facebook ad strategy in driving e-commerce success, particularly in the fashion and retail industry.