THRIVE SERVICES USED
A professional outdoor lifestyle goods seller producing ceramic grills and rotomolded coolers enlisted Thrive Internet Marketing Agency’s paid advertising services after an unsatisfactory experience with a previous agency.
Since taking over the client’s paid advertising campaign in September 2021, Thrive has helped the company achieve consistent growth. Our combined paid social and PPC marketing efforts resulted in a 322.13 percent increase in website purchase value, a 153.93 percent growth in website purchase return on ad spend (ROAS) and a 191 percent increase in adds-to-cart value.
The client primarily wanted to see a return on investment (ROI) from their social media ads with a clear strategic approach. Thrive was able to meet this goal and continues to take a full-funnel approach to achieve higher ROAS.
Before coming to Thrive, the client’s previous agency was bringing negative ROAS with no strategy or results in place for all their services. The client was also suffering from too many abandoned checkouts due to their long checkout process.
By applying a full-funnel strategy and frequently refreshing and testing new ad formats, such as catalog and instance experience ads, we were able to deliver higher ROI and remarkable results:
Purchases
Return on Ad Spend (ROAS)
Clicks
Landing Page Views
Adds-to-Cart
Click-Through Rate
The first half of 2022 has also seen a massive increase in purchases, purchase value and ROAS month-over-month (MoM).
The client’s performance started picking up in March, generating a significant increase in sales and a ROAS of 2.52. Once we started seeing this, we began to scale the budget towards optimizing for conversions, which helped increase conversions and decrease the cost per acquisition (CPA).
Within only six months, Thrive has generated a whopping 763.64 percent increase in ROAS, a 3,700 percent purchase growth and a 954.81 percent increase in purchase value.
Results from the last three months (April – July 2022) compared to the previous period also show a significant growth rate:
- Link Clicks: +22.56%
- Website Purchase Value: +322.13%
- Impressions: +8.62%
- Landing Page Views: +23.72%
- Purchases: +1K%
- Adds-to-Cart Value: +191%
- Website Purchase ROAS: +153.93%
The Execution
Since the client sells higher-priced coolers and grills in a competitive market, it took some time to build trust with their target audience. Initially, we audited their checkout process to determine the reason behind the huge gap in adds-to-cart value and purchases.
Results revealed that the client’s checkout process was lacking in efficiency and user-friendliness, especially on mobile, where most of the ad traffic came from.
To address these challenges, our paid advertising team applied a full-funnel strategy that involved:
- Testing a variety of audiences and creative options to familiarize new audiences with the brand
- Building quality audience sizes
- Launching ad refreshes relevant to the seasons/activities where the products would be best suited for
- Developing highly targeted ads that meet and exceed the brand’s social media goals
- Readjusting budget to accommodate heavier push to cooler ads
- Continued ad optimizations and engagement monitoring
- Leveraging the client’s frequent promotions and free shipping offers in the ads
- Scaling by adding about 20 percent of the ad spend budget on the higher-performing campaigns
We’ve also optimized the client’s checkout process, making account creation optional and offering a variety of checkout methods like AfterPay, Sezzle and Amazon Pay.
Thrive’s laser-focused approach to paid advertising has enabled the client to close the gap between abandoned checkouts and conversions, secure abandoned checkouts and grow the ROAS significantly.
