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3 things we did to make our client a 21x ROAS in 1 month.
Brandon Villar
June 21, 2023
Welcome to our new newsletter, where we give you industry insights every week that show you how to drive sales to your store using the latest sauce we come across. Breaking down processes so simply, you’ll be able to do it yourselves
What to expect:
📚 3 things we did to make our client a 21x ROAS in 1 month.
🧠 How to personalize your follow-up email to increase customer LTV.
🧐 Does Meta's new changes kill third-party attribution services?
📚 What we learned after making our client 21x ROAS from Google ads in one month. Are Google ads right for your business?
First, a little context.
This is a medium-sized streetwear store that's never done ads.
How did we maintain that amount of ROAS for the whole month?
Three things.
Using precise keywords.
Proper budgeting.
Other channels of paid traffic.
How we did it.
Specific brand-related keywords. 🔎
When picking keywords, you have to be as precise as possible. If you're selling shirts, DO NOT put "streetwear shirt" as your keywords, you'll be fighting that auction against hundreds of other ad accounts, like sliding into a girl's DMs with 1M followers.
Try picking 8-15 keywords, such as
(Brand name) Shirt
(Brand name).com
(Brand name) (the item you're selling)
Different broad, exact, and phrase match variations will allow you to maximize conversions.
Proper budgeting. 💰
A huge mistake we see companies make is spending too much too quickly. Think of an ad account like a plant; if you drench it with water, it will die, and you'll be wasting water. In the ad account's case, money. We set target budgets for only $30-$40 daily spend so the account can gather information and optimize independently.
Other channels of paid traffic. 🚦
Not only were we running Google ads, but our client started running Facebook and Instagram ads which added even more power to their front end. In turn, it helped search traffic for the company by giving people more reasons to be curious about the brand.
Here's what their customer journey looked like.
See Instagram/Facebook ads.
👇
Follow Instagram/FB
👇
Search Brand
👇
Click Google ad
👇
Convert
🧠 How to personalize your follow up emails to increase customer LTV.
Remember, your brand experience doesn't end at checkout. If you fail to overlook the art of converting your customers over the long term, it could hurt your profits a ton.
How do I make my emails more personal?
Good question.
1. You need to confirm your customer can identify you at first glance.
Be sure to add:
Your logo
Brand colors
Cover Image
2. Email Copy.
This is as important as the design because if your email is unreadable, no one will trust you to even buy your product.
Keep your copy:
Short and digestible.
Directed at your dream customer.
Straight to the point.
The same tone as your business.
3. Ask for feedback
Did you know 35% of customers will not reorder if they have a bad experience with shipping/handling?
Utilize customer feedback to strengthen your operations and leverage positive feedback to get more credibility to your product.
Using emails to increase customer lifetime value (LTV) is crucial in today's digital landscape. Emails provide a direct and personalized channel to engage with customers, nurture relationships, and build brand loyalty over time.
🤔 Does Meta's new changes eliminate third-party attribution services?
The Emergence of On-Platform Attribution
Meta, much like other platforms, is constantly implementing changes under the surface.
In 2023, a significant trend has been the advancement of on-platform attribution.
Following the iOS14.5 update, brands witnessed a considerable 30-40% decline in reporting.
Nevertheless, recent observations indicate that this percentage has reduced to approximately 15% for specific brand accounts.
Assessing the Impact
To evaluate Meta's in-platform reporting enhancements, we conducted measurements across client accounts, focusing on scenarios involving:
The utilization of a third-party attribution system.
Meta serving as the sole advertising channel.
The analysis uncovered intriguing patterns:
When serving as the sole channel, Meta displayed higher percentages of new customer sales attribution.
Click-attributed purchases on Meta were reported at higher rates compared to visits.
The Key Takeaway
Before making a decision to abandon your third-party attribution tool, exercise caution.
While Meta's in-platform reporting is improving, it is not flawless. To obtain the most accurate data approximation, it is advisable to triangulate insights from multiple platforms and identify trends that align with your business objectives.
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