Personalised Gifting Brand Based In India

Background:

Niche: Personalised Gifts

Adspend: Rs. 10L / month ($12k)

ROAS: 2.9x roughly

Overview: The brand had started with 4x in the start but after some months it started declining to a point that they were doing 2.5x roughly.

Challenges:

Bad ROAS barely breakeven.

No consistency when it comes to revenue.

What have we done?

Analysing the ad account: Finding the best creatives and the best performing audience from the past.

Analysing the Website Backend: We digged the data to find out the best sellers.

Revamping the ads: We had a lot of room to test in the budget and data too. We launched Top of the Funnel campaigns with the best audience and best performing creatives in one adset. The other adset we started with testing the new creatives of best sellers we found out on Shopify backend with new interest groups and broad(open) targeting. As we guessed, the open targeting was the best performing here.

The Middle of the Funnel had Social media engagers stacked with a catalogue ad.

The Bottom of the Funnel was a test between all the audiences from website visitors to even people who have made a purchase before on the brand's website. We also had our favourite 10% off in it.

We achieved:

We were able to achieve above 4x ROAS consistently which they were looking for even in their bad months.

What are we Looking forward to:

The budgets will be the same but we have a lot of SKU’s to work on improving the ROAS.

Conclusion:

Restructuring your campaigns and analyzing the past data properly will lead to a better ROAS. In the start it's easy to get a good ROAS because your brand’s product is new and people are not used to seeing the ads regularly. Once the creative fatigue hits, it's difficult to maintain the same ROAS for most of the advertisers out there.