Increase eCommerce Product Sales Through Digital Marketing and Media Buying

Get your product seen. Get your product bought. Get your product to scale.

When most people think of a metal sign, they wonder what it could do. Do they think it could make money? If you resemble any member of society, you’re probably thinking that there’s absolutely no way a business could turn highly profitable selling metal signs, right? And if they did, just how successful could they really become?

Ceryn Chen has worked on many accounts in her time. One particular account she received to work on was exactly for this product, a metal sign. It was customizable. Does any of this sound the least bit interesting? It doesn’t for me, as I’m writing this… The product’s website was dated. The funnel had a few quirks. But hey, it was a paid account and it was Ceryn’s job to figure out how to get this product to work. Skipping over all the fine details… The results were that by the end of quarter four in the second year of working on the project, the company scaled up from $50,000 a month and was pulling in $1.5 million a month in revenue.

Now how does this happen and could this happen for your business? Well chances are, you won’t hit a million in monthly revenue with a new product. Or even an existing product unless your sales are already close to there. So we don’t want to sell you on a pipe dream of getting rich or overpromising what we can achieve for you. Even though Ceryn recently worked on another essential oil account and got them up to $250,000 a month within 30 days. But that company already had almost all of the assets in place and a large budget to work with. All they really needed was a team to set up the account, someone who has had years of expertise setting up and fine tuning campaigns, and it was off to the races.

Chances are, your business isn’t at that phase yet. And if it were, you wouldn’t be looking for help. But we have the team that will come in to make your eCommerce campaigns work.

Our team has worked across industries, from fashion, apparel (we won’t work with apparel anymore unless you have something really special with your product), pet products, baby products, home décor, furniture, app installs, coworking spaces, toys, vapes and more. But we stay away from the apparel and makeup industries since there is usually too much competition to truly break through into the market.

As long as we are able to understand your product enough to learn how to position it properly, we can test out campaigns and get them targeted to the right audiences, in the right place and with a consistent return on ad spend.

So how does all of this work?

Most companies are unorganized in terms of campaign structure. They don’t set up their funnels properly or have a strategy in place to scale.

Us, on the other hand? We build your strategy, then build up your new customer base and brand awareness. We set up a funnel in a way where you are purely channeling new people in, then we go in and set up your remarketing and all while we’re bringing in new customers, we’re using that customer data to test and optimize your campaigns. As your account continues to grow, we have one of our team members go in to close off audiences that don’t work, increase or decrease spend as needed, then the campaign begins to take a life of it’s own, much like a conveyor belt system.

On our end, the most important factors to look at for our eCommerce campaigns are the costs per acquisition and the return on ad spend. However, this varies across products and services. A higher priced service, such as a $1,000 mattress or rug would gear more focus towards the return on ad spend because it would lead to a lower volume of purchases, while the cost per acquisition is going to be higher. For products under $100, it’s better to look at the cost per acquisition.

Other factors that our experts look into are add to carts and cost per thousand views to get data points of what is going on with a campaign.

With companies who have already run existing campaigns or have a client base already, the data that’s already been acquired, such as the age, gender and geographic locations of customers is used to optimize and narrow down campaigns. With a new account, we create assumptions around a bunch of audiences who we assume will be the customer, but start with open targeting to collect the data listed above.

There are a lot of assumptions that are laid out when first creating an audience. With an example of a shoe company, a narrow audience could be a competing brand with a similar style of product. Then you could get down to a specific product and you can narrow down your audience and targeting. Or you could take things the other way and use a wide audience, such as people who are interested in shoewear or shoes in general, with hundreds of millions in the audience size. When launching a campaign, we make sure to go through best practices to test both audiences, then test different verticals, such as graphic artists and designers. To take steps even further, we setup lookalike audiences with a purchaser list or email list, to bring your product in front of more people who are interested in purchasing it. Once we have a better understanding of who it is we’re targeting, we’re better off at converting ad dollars into more revenue and product sales for you.

Some agencies like to test 50 to 100 creatives at once when they first launch an account just to find the winner, but it’s not an efficient strategy unless you’re spending a million dollars from the get go. Your spend doesn’t get allocated efficiently to all of the creatives that are created, so it becomes a waste of ad spend. We test new creatives, but usually stick with a max of five to start with, just so each asset gets a fair amount of testing.

We do two things here. We create ethereal content on our end to use as creative and also test some of the existing creative you already have. Once we find the winners, we optimize them further and let the campaigns run. Through the collection of engagement, conversions come even quicker because of the reviews and engagement we generate for you. Then comes the social proof, which leads to more people buying your product.

So how exactly did the metal sign account grow?

When Ceryn was first assigned to the metal sign account, it was earning $50,000 a month. Through optimizing the account, it jumped to $100,000 in quarter 4.  Things propelled even further when she built up their customer base and brand, then cleaned up the funnel and had the Facebook algorithm send her smooth sailing. The customization factor and added promos propelled the campaign to grow even more. By the end of quarter 4 the following year, things began scaling up to $30, then $40,000 a day. At the end of November, the campaign scaled up to $1.4 million with a 2x return on ad spend.

Want to see if we can potentially grow your eCommerce business? We won’t promise you the same kind of results, but we will definitely audit your accounts to see if we can scale them up. Schedule a call with us here. 

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