Thrive Services Used
Paid Social Media Advertising
An established provider of tethered photography solutions for photographers and filmmakers needed help reaching younger audiences. Its goal was to engage individuals aged 25 and above who worked in the creative industry and, most importantly, increase its website purchases and ROAS.
Thrive Internet Marketing Agency took over the company’s paid social efforts in August 2022 and refined its executions through interest targeting. Within the first month, Thrive generated 356 purchases and a click-through rate of 1.4%.
The long-term goal is to hit a lofty ROAS of 10. Since teaming up with Thrive, the client has achieved a website purchase ROAS of 9.6 and is poised to maintain an increasing ROAS month on month.
Landing Page Views
The first thing the paid social media experts at Thrive did was identify the client’s existing audience’s current demographics. With the insights gathered, social media ads were served to audiences in their targeted age group and with interests and hobbies relevant to photographers.
Refining their targeting strategies enabled us to achieve the following:
- Impressions: 148,528
- Reach: 48,747
- Frequency: +81%
- Total Spend: -69%
- Website Purchase Conversion Value: +4.5%
- Website Purchase ROAS: +235%
Besides generating a significant increase in ROAS, we were able to tap younger creatives and bring down the average age of our audience.
The client had already been a well-known manufacturer of photography and filmmaking equipment. As such, Thrive was able to use what had previously worked for them and improved on it in terms of targeting strategies. The paid social team also launched a lead generation campaign to collect the details of prospects effectively.
A creative audit also showed us that videos were not utilized as much in the client’s social media efforts. Increasing the use of videos generated an immediate impact on our campaign’s performance.
To ensure we sustained the growth of ROAS month on month, we also focused on the following:
- Optimizing ad titles, copy and descriptions for audiences and algorithms
- Continuously using video content in social media advertising
- Running lead generation campaigns
- Testing on-platform vs. website leads