Case Study: Paid Social Advertising for Men's Grooming Product Brand

Client is a barbershop with a modern product line of razors, beard pencils and beauty products for the modern man. 

Digital Marketing Goals

Our client was looking for a fresh marketing strategy on Facebook advertising. They had been using Paid Social for some time but since the IOS privacy updates had seen a drastic drop in sales. They wanted someone to audit their campaigns and see what could be leading to the drop in conversions and decreased sales.Their goal was to grow their eCommerce business and get their paid ads to a place where they were seeing a solid return on their investment.

What CCM Did?

Connecticut Coast Media did a full facebook advertising audit and determined that the campaigns that were performing before IOS were no longer effective. Things have changed and tracking is different in paid social now. Remarketing and lookalike audiences are not going to work the same way they once did. You must now rely on things outside just looking at the analytics on Facebook to determine what is working and what’s not. CCM used a combination of installing Google Analytics, Conversion API tracking and UTM parameters to better track what ads and campaigns the conversions were coming from. In addition, we also developed a new strategy that consisted of broader audiences, remarketing and a fresh content strategy.

We tested audiences using ABO to determine which products and ads were resonating with different audiences. Once we had a solid idea of what was working, we scaled these campaigns.

Results

In the six months that CCM has run paid social for the client we have increased the sales attributed to marketing by 1,838%. We continue to explore new targeting opportunities to scale further. A combination of strong creatives and solid targeting in terms of audience have been the winning result.

Reach out to us today to discuss your Paid Social/Facebook Ads Strategy.