Not every business can measure success in terms of direct leads and sales. Some clients, like the one in the Facebook Ads Case Study below, are seeking to drive in-store visits.
Nevertheless, the process of optimisation is always the same:
- Measure results
- Take action to move the needle
- Keep what works and prune what doesn’t
- Repeat
Now, on with the case study…
Background and Goals
Tuff Turf creates synthetic grass and surfaces for residential, commercial, and sporting applications. The brand is stocked by Bunnings Warehouse and has created an exclusive line of products specifically for the nationwide retailer.
Our brief was to drive more foot traffic to Bunnings stores across Australia by increasing the brand’s digital visibility.
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After completing a strategic review (called a Strategy360) we proceeded by:
- designing a new website with a Get Your Weekends Back theme
- launching Facebook Ads designed to engage with in-market prospects, trigger store visits and prompt a purchase decision.
Key Results
Visitors
In Phase 1 of the campaign, we drove 25,349 visitors to the client’s website at a cost of $0.28 per visitor.
These results were in line with our original KPIs, but we felt we could do better. In Phase 2 of the campaign, the campaign generated 51,894 visitors at $0.13 per visitor, with no change in ad spend.
This represented an increase of 26,545 visitors (+104.71%) with no increase in cost.
Ad Engagement Increases
While traffic increased by more than double, another highlight of this Facebook Ads case study was the dramatic growth in engagement metrics from Phase 1 to Phase 2:
| Metric | Phase 1 | Phase 2 |
|---|---|---|
| Post Reactions | 87 | 593 (+591%) |
| Post Comments | 63 | 143 (+126%) |
| Post Saves | 15 | 263 (+1635%) |
| Post Shares | 14 | 73 (+421%) |
Facebook Ads Strategies Used
These results were achieved via two main optimisation approaches:
- Cold audience refinement and expansion
- Creation of Lookalike Audiences, seeded by the client’s email list.
- Deeper, more refined demographic audiences.
- Implementation of the Facebook Instant Experiences ad format.
Here’s a description of this ad format, according to Facebook:
“Facebook Instant Experiences, formerly known as Canvas, load instantly, they’re mobile-optimised and they’re designed to capture the complete attention of your audience. Within an Instant Experience, people can watch engaging videos and photos, swipe through carousels, tilt to pan and explore lifestyle images with tagged products – all in a single ad.”
Below is one of the ads we tested. Note the client’s Unique Value Proposition in the description text, and a benefit-driven headline (“Want a picture-perfect back yard?”):
Provided you can use rich images and content, this ad format is suitable for almost any advertiser.
Key Takeaways
This Facebook Ads Case Study demonstrates two main success factors:
1. Ongoing optimisation regardless of the status quo. We seek to monitor, optimise, and expand our clients’ campaigns using a mantra of “Constant And Never-ending Improvement”. This includes testing new audiences, new ad creative and new ad formats.
2. Strong performance from Facebook’s targeting and unique ad formats. Facebook Instant Experience allowed us to provide a better experience to targeted audiences, which improved the brand’s position and ad metrics.
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