Perfume Direct, a leading perfume and aftershave eCommerce retailer in the UK, had been struggling to drive performance from their paid social channels. Our challenge was to use social media advertising throughout the digital funnel to drive more awareness and traffic among key audiences and increase sales and revenue. In addition we needed to manage and optimise CPA and ROAS.
After running a thorough audit of the paid social campaigns we identified 4 key areas we needed to work on:
- Audience definition: Understand and define key audiences to drive greater awareness and higher quality traffic to the Perfume Direct website.
- Retargeting: Build and target segmented retargeting audiences based on user and purchase behaviour to improve conversion rate.
- Ad expansion: Make use of all available ad types and optimise towards the best performing.
- Best practise: Use best practise campaign settings across Facebook and Instagram to improve key metrics.
Essentially, a thorough social media ads overhaul was needed to drive the improvement in performance the client was looking for.
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