Success story:
Lancer
How GR0 doubled Lancer Skincare’s revenue on Paid Social and increased their ROAS by 58% in one month.
from client’s goal - with a goal of 1.5x return on ad spend, we achieved 1.9x
increase in revenue MoM (with only 27% spend increase)
ROAS - generated in new “low spenders” campaign
The Challenge
The client faced a significant challenge as their Paid Social ROAS plummeted by approximately 33% in January following a period of intense promotional activity during November and December. With a goal set to achieve a minimum 1.5x return on ad spend in February, Lancer wanted to reverse the downward trend and regain profitability in their paid social advertising efforts.
The Strategy
To turn things around, it was crucial that we take a deep dive into the account. After a thorough review, we identified opportunities to pause underperforming campaigns and leverage those yielding positive results. This involved expanding our audience targeting using first-party data and adjusting our Advantage Plus Shopping Campaign’s percentages to maximize budgets and enhance efficiency.
During this month, we noticed a trend where certain ads with high ROAS received minimal spend due to other ads consuming the majority of the budget. This hindered our ability to scale performance. To address this, we moved these 'high ROAS, low spend' ads into a separate, identical campaign using post IDs, allowing us to retain social proof and capitalize on their performance with increased spend.
Examples
Our Wins
What we are most proud of is our ability to implement targeted adjustments across various campaigns, optimizing our advertising strategies for maximum effectiveness. In our ASC, we focused on engaging warm/hot audiences and broadening our targeting to include additional email and customer files, resulting in improved performance. We successfully enhanced audience targeting in our Evergreen ASC and Sale ASC campaigns, to help re-engage more heavily with our MOF-BOF audiences. Our efforts extended to re-engaging past purchasers through a new custom audience ad set within the DPA Retargeting campaign to further expand our outreach. We identified and capitalized on high-ROAS ads with minimal spend establishing a dedicated campaign, optimizing overall performance.
from client’s goal - with a goal of 1.5x return on ad spend, we achieved 1.9x
increase in revenue MoM (with only 27% spend increase)
ROAS - generated in new “low spenders” campaign
Key Takeaways
Sometimes it helps to go back to the drawing board and re-evaluate your current strategy. Some simple re-adjustments and willingness to try new setups may gain the results you’re looking for.
Advantage Plus Shopping Campaigns are a great way to drive efficient results across various types of campaigns.
With the increase in user’s privacy settings, leaning more heavily into first party data is more important than ever before!
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