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41% increase in total Conversion Value within an unprecedented customer landscape during COVID-19.

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28% increase in direct purchases for Top Of The Funnel Facebook ads.

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Overall ROAS of 3.60 in six months between January-June

The Challenge

Relco London is an established e-commerce brand that sells vintage clothing for men and women from the 60’s and 70’s, providing high quality and unique products that cater to niche interests. They specialise in creating retro style clothing for the ‘Mod’, ‘Ska’ and ‘Skinhead’ subcultures of London.

Relco London approached us to work with them on their Paid Social and Paid Search campaigns in September 2020. During our initial analysis, we were able to identify key areas with opportunities for improvement, immediately plugging gaps in their marketing strategy to improve the efficiency and impact of their campaigns.

  • Broad, ineffective Top of the Funnel Paid Social campaigns
  • High spend on Paid Social but with little return 
  • Lack of relevant, niche Paid Social targeting to drive purchases from engaged shoppers

Solution

Competitor research allowed us to pinpoint crucial opportunities for Relco, using our knowledge of the e-commerce industry and direct competitors to influence our targeted audience interests. With the ideal audience demographic in mind, these interests included bands like The Rolling Stones and The Jam, as well as tattoos and Mod scooters like Vespa or Lambretta. 

By refining the current Top of the Funnel audience targeting within the campaigns, this ensured that we were working with a tighter pool of more relevant users who would see the ads. 

During the last six months between January and June 2021, we have worked closely with Relco London to improve their overall ROAS during what has been a turbulent period for e-commerce, considering the changing customer behaviour resulting from the pandemic and the easing of lockdown. This has required innovative solutions that cater to an unexpected consumer landscape while retaining high quality and relevant campaign messaging. 

As a result, we have achieved an overall ROAS of 3.60 driving a 10% improvement and a 41% increase in total Conversion Value during this period.

We achieved this by optimising previously set up Dynamic Product Ads to encourage clicks and conversions to our broad audience. Offering a more dynamic ad to the targeted users resulted in a 28% increase in the number of direct purchases that this DPA Prospecting campaign generated from Top of the Funnel audiences.

To continually refine our messaging and increase our ads’ relevance, we created tailored ad copy specific to each audience grouping – for example, ‘Mod’ specific ad copy shown to people with those relevant interests. 

As a result of our campaign management, we maintained a stable Cost per Conversion across the live campaigns, at a figure which was 13% less than the previous period. This was also during a time when iOS updates impacted our ability to track all-important cookies from users and affected the reporting of campaign success on Facebook as a platform due to changing consent procedures. To combat this, we set up Conversion API, to allow for better communication between the website’s server and Facebook itself – which meant that any loss of reporting from cookies would be captured by the server. 

Additionally, we verified the domain, prioritised conversion events to ensure that only the most relevant events were in priority order, and also started including offline conversions in our reports to account for conversions generated as a result of our Facebook Ads after the new 7 day default attribution window.

Our Paid Social targeting strategy also continually developed, with campaigns driving ads to newer and broader audiences at the Top of the Funnel to create a profitable full-funnel customer journey wherein prospects are turned to returning customers. 

We did this by expanding our more niche interests beyond the expected demographics of those that align with the ‘Mod’ and ‘Skinhead’ subcultures – in line with the products offered and the appeal of their vintage clothing to users with a general interest in retro or vintage style clothing.

This has allowed us to increase our campaigns’ efficiency, achieve a significant 43% increase in CTR to 3.47% across the campaigns, and boost ROAS to 3.60. We also generated a 41% improvement to the total Conversion Value, at £41K between January and June.

We also saw an individual ROAS of 4.99 for our Bottom of the Funnel campaign at its highest. When audience targeting, Facebook CPM and overall consumer behaviour were volatile for e-commerce businesses.

The Results

Between January and June 2021, we have:

Testimonial

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