Thrive Services Used
Paid Social Media
Advertising
Pay-Per-Click (PPC)
Advertising
Project Overview
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, Thrive has helped the company achieve consistent growth. Our combined paid social and pay-per-click (PPC) marketing efforts resulted in a 322% increase in website purchase value, a 154% growth in website purchase return on ad spend (ROAS) and a 191% 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 return on ad spend (ROAS).
The Results
+27K
Purchase Conversion Value
+154%
Website Purchase ROAS
+204K
Adds-to-Cart Values
+322%
Website Purchase Value
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: +141
- Return on Ad Spend (ROAS): +1.39X
- Clicks: +75K
- Landing Page Views: +60K
- Adds-to-Cart: +688
- Click-Through Rate: +2.65%
TThe first half of the second year saw a massive increase in purchases, purchase value and ROAS month-over-month (MoM).
The client’s performance started picking up in early in the year, generating a significant increase in sales and a ROAS of 2.52. Seeing this trend, we redirected the budget to optimize for conversions, boosting conversion volume while lowering CPA.
Within only six months, Thrive has generated a whopping 764% increase in ROAS, a 3,700 % purchase growth and a 955% increase in purchase value.
| Month | Purchases | Purchase Value | ROAS |
|---|---|---|---|
| February | 1 | $494.99 | 0.22 |
| March | 12 | $5,497.95 | 2.20 |
| April | 35 | $5,380.36 | 2.02 |
| May | 40 | $8,197.81 | 2.87 |
| June | 40 | $6,651.88 | 2.57 |
| July | 38 | $5,221.18 | 1.90 |
- Link Clicks: +23%
- Impressions: +7%s
- Purchases: +1K%
- Website Purchase ROAS: +154%
- Website Purchase Value: +322%
- Landing Page Views: +24%
- Adds-to-Cart Value: +191%
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% 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.
