Facebook is not a strictly sales channel, as most people visiting it have no purchasing intention. Does this mean that the Facebook Ads campaign is not profitable? Absolutely not! Properly carried out, it can help in gaining many new customers and become a channel that significantly supports sales. An example is the results of one of our clients.
About the client
Our client is one of the leading e-commerce companies, which has been growing by 130% year on year since 2013. It specializes in the online sale of furniture and home furnishings. With over 20,000 products available around the clock, 7 days a week, the brand offers a wide range of solutions at affordable prices, giving its customers the confidence that they will make the right choice.
Advertising creations
In terms of formats, in September 2020, two types of campaigns were
launched – static square ads and a catalog ad in the form of a carousel. During this year,
however, we managed to diversify our advertising creations and introduce
visually attractive novelties, such as carousels with pictures of furniture in
specific arrangements. In September 2021, the
client had already launched such formats as:
– static ads from Stories,
– carousel with static graphics,
– carousel with products from the catalog in arrangements,
– animations and video,
– carousel with products from the catalog.
At the same time, we have kept a comparable advertising budget, and when we compare it with the expenses from September 2020, you can even see a decrease of a few percent. This shows that diversification does not have to come at a high cost. The longer we operate, the better we get to know the target group and its needs, so we can better adjust advertising messages.
The synergy of the client’s and agency’s activities is also important. Our actions include full transparency, long- and short-term planning, and a full understanding of what the business goals are and what the benefits for the consumer are.
Compare the results
Let’s compare the results from September 2020 with the results we achieved in September this year. This year, Facebook ads brought 19.92% more new users than in the corresponding period in 2020. The bounce rate fell from 45.21% to 39.82%, i.e. by 11.93% – a sign that the ads are better and better suited to the user’s needs.
Most importantly, good advertising results also translate into real profit for the company. Compared to September 2020, in September this year, revenues from Facebook campaigns increased by as much as 20.60%, while expenses decreased by 6.95%.
Who can count on success with Facebook Ads?
Facebook is a specific channel and not in every industry of advertising, in this particular medium, bring measurable profits. It is especially suitable for those product categories that are visually attractive and which are usually a pleasure to buy. That’s why Facebook Ads works well for our client. The success of advertisements in this channel can also be counted on, in particular, by companies from the clothing and cosmetics industries, with garden accessories, sports equipment and toys for children. These types of online stores can present their assortment in an interesting way, and thus gain the attention of customers.
