๐—›๐—ผ๐˜„ i provided ๐Ÿฏ๐Ÿต๐Ÿฎ๐—ธ ๐—ถ๐—ป ๐˜€๐—ฎ๐—น๐—ฒ๐˜€ ๐—ณ๐—ผ๐—ฟ a client ๐˜„๐—ถ๐˜๐—ต๐—ถ๐—ป 3 ๐—บ๐—ผ๐—ป๐˜๐—ตs ๐Ÿš€โ €

Client: Quit smoking products brand ๐Ÿšญโ €

Goal: Double the revenue keeping the same level of ROAS or higher

๐ถ๐‘Ž๐‘š๐‘๐‘Ž๐‘–๐‘”๐‘›๐‘ โ €

I ran ads internationally (US, CA, UK, AU, NZ) and use different levels for different stages of the purchase funnel (TOF, MOF, BOF). I deployed several campaigns for cold traffic as we use different types of campaigns (Ad Set Budget Optimization and Campaign Budget Optimization with Target cost bidding strategy).โ €

Targetting

For cold traffic, i used a variety of targeting. In most cases, itโ€™s Lookalike Audiences and broad audience (without any targeting as the FB pixel has a lot of data, the FB algorithm works even better in comparison with lookalikes audiences and interest-based audiences). As for interest-based audiences, i used the following: Nicotine replacement therapy, Health & wellness; Self-care; Womenโ€™s Health (magazine); Cigarette; Nicotine gum; Smoking; Electronic cigarette; Smokeless tobacco; World No Tobacco Day; Cigarette producers (Marlboro, Camel). โ €

Of course, i had retargeting campaigns where i targeted warm audiences (FB/IG engagers, website visitors, people who opened a product page or added the product to the cart but didnโ€™t buy).โ €

๐ด๐‘‘๐‘  and final result

Ads

Most of our best performing ads are video ads showing how to use the product and explaining the main health benefits of quitting smoking.โ €

I didnโ€™t speculate around COVID-19 in our ads but we deliver the message of how our product increases chances to stay healthy.โ €

In addition to that, we deliver different messages to each stage of the funnel. I didโ€™t use the same ad copy for the retargeting campaign as we use for cold audiences.โ €

Results

Amount spent on ads โ€” $117,589.13โ €

Revenue โ€” $392,494.78โ €

ROAS โ€” 3.34โ €