Overview:
A technology brand aimed to increase their sales revenue by launching a targeted digital marketing campaign. The objective was to create middle and lower funnel campaigns that would attract potential customers and drive them towards purchasing their products.
Approach:
Campaigns were launched using a a multi-pronged approach that focused on reaching potential customers in the middle and lower funnel. The team identified the target audience based on their behavior, interests, and demographics. They used a combination of targeting options, including interests, keywords, and audience demographics, to ensure they reached the right people.
The campaign used a 28-day click or 1-day view attribution model, testing and optimisation were made by refining the messaging, ad creatives, and landing pages.
Results:
The middle and lower funnel campaign generated impressive results. The company achieved a return on ad spend (ROAS) of 6:1, which means that for every £1 spent on advertising, they generated £6 in sales revenue. The click-through rate (CTR) was 0.9%, which indicates that the ads were engaging and relevant to the target audience.
The campaign's total budget was £27k, which was allocated to various ad formats, including display, search, and social media. Meta's team effectively managed the budget to maximize the campaign's impact.
Conclusion:
The middle and lower funnel approach, along with precise targeting and ad optimization, allowed the brand to reach potential customers effectively and increase sales revenue.