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The transition between one season to the next is a retailer’s time to shine when it comes to eCommerce. The Facebook News Feed and Right Hand Side are valuable real estate to promote new product lines and drive increased traffic to stores as well as virtual shopping carts. In Q4 2013, Nanigans partnered with a leading retailer for a seven-week campaign that achieved a 73X return on ad spend — 20% higher than their target goal — based on view through.
A leading retail company wanted to test revenue optimization using the Nanigans Ad Engine. They allocated a $130K budget and set 15X return on ad spend as a goal. A secondary goal was to test out custom audiences, keyword targeting, ad placement, bid amounts, and creative combinations to drive the best possible results and inform the focus of future campaigns.
Overall, through the direct response campaign the retailer achieved a 73X return on ad spend — four times more than their original target. In the News Feed, females drove 73% of revenue with 62% of spend. Lookalikes (similarity) was the top performing target type. The Right Hand Side delivered 88% of the orders and revenue, and the campaign return on ad spend was $92 (229% more efficient than News Feed). Males delivered higher average order value (AOV). A well-placed/highly visible logo, focus on accessories and collections (highest CTR), strong CTAs (“GET THE LOOK”), and product-specific imagery were creative combinations that performed best.
Leveraging custom audiences and consistently refreshing creative (at least 2x a week) were two tactics that especially paid off – and something eCommerce companies would do well to incorporate as a best practice.