This one is something that will definitely help a lot all those in E-commerce
My team has been working on this e-commerce store that had one winning product, which we scaled hard in April/start of May at target ROAS.
However, it started dying mid-May – we wanted a 2.0 ROAS and it was going to be 1.8, 1.7 and even 1.3 at a point
We started testing everything like crazy, and we test a lot with PPE audiences and ad sets. (We had like maybe $400 per day budget on our main Website conversion campaigns, and about $30 on PPE for testing).
The 1st day we launched the new tests, they had an ROAS of like 2.0
So we were like, damn that’s weird. They’re doing better than the main campaigns.
We launched more tests, raising the budget on the PPE
Next thing we know, BAM! it started getting 3 ROAS and even 4 ROAS on some days.
We digged deeper — and found that the main difference is that Almost ALL impressions were going to SUGGESTED VIDEOS
Suggested videos ARE NOT available on the WC objective
These were where all the sales were happening
And yes, we tested doing no SV and only news feed — they had high CTRs (2% compared to the 0.5% of SV) but absolutely 0 sales
Here’s our conclusion:
If you have a great video, getting people to watch the video is MORE IMPORTANT than getting the click — ESPECIALLY when you BURN OUT your WC campaigns
We just launched a Video Views objective on the same ad sets with same targeting — 3.0 ROAS
All ad sets were just doing $3/day, but getting $0.5 – $1.0 CPMs
We revived the account from doing 1.3 ROAS a few days ago, back to 2.0 ROAS as of the weekend.
Today we have even reached a 2.17 ROAS as of noon, which is great for my client, since his target ROAS is 1.4, and this means a huge potential for more profit once we start scaling up even more
We will keep testing this strategy in some of our clients accounts and let you guys know how it continues
We hope this info helps some of you ecom guys out!