𝗛𝗼𝘄 i provided 𝟯𝟵𝟮𝗸 𝗶𝗻 𝘀𝗮𝗹𝗲𝘀 𝗳𝗼𝗿 a client 𝘄𝗶𝘁𝗵𝗶𝗻 3 𝗺𝗼𝗻𝘁𝗵s 🚀⠀

Client: Quit smoking products brand 🚭⠀

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

𝐶𝑎𝑚𝑝𝑎𝑖𝑔𝑛𝑠⠀

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).⠀

Targetting

For cold traffic, i used a variety of targeting. In most cases, it’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; Women’s Health (magazine); Cigarette; Nicotine gum; Smoking; Electronic cigarette; Smokeless tobacco; World No Tobacco Day; Cigarette producers (Marlboro, Camel). ⠀

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 didn’t buy).⠀

𝐴𝑑𝑠 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.⠀

I didn’t speculate around COVID-19 in our ads but we deliver the message of how our product increases chances to stay healthy.⠀

In addition to that, we deliver different messages to each stage of the funnel. I did’t use the same ad copy for the retargeting campaign as we use for cold audiences.⠀

Results

Amount spent on ads — $117,589.13⠀

Revenue — $392,494.78⠀

ROAS — 3.34⠀