Blusbuy-
Retailer
- Category E-commerce
- Client Blusbuy
- Start Date August 1 – 31, 2023
- Handover April 1 – 30, 2024
Blusbuy Case Study: Uncovering the Power of Data in Retail Performance
Before (August 1 – 31, 2023)
- Campaigns in Draft Status: No impressions, clicks, or spend recorded.
- No Performance Data: Because ads were not live, no key performance metrics (Example- CPC, CTR, ROAS) were available.
Essentially, these campaigns were either newly created or still in the setup phase.
After Dashboard (Active Campaigns with Results)
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Multiple Campaigns Running
Spend Ranging from ~€59 to €3,672 per campaign within the given period.
Daily Budgets varied widely (Example- €10, €25, €80, €100).
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Impressions & Reach
Impressions range from ~9,314 to 251,601 per campaign, totaling over 4.5 million across all campaigns.
Reach: Nearly 886K users, indicating substantial audience coverage.
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Performance Metrics
- CPM (Cost per 1,000 Impressions): Generally between €5.24 and €14.60, averaging €11.40.
- CTR (All): Spanning from ~0.52% to over 5%, demonstrating varying ad engagement levels.
- CPC (All): Ranging from ~€0.35 to €2.48, reflecting differences in competition and relevance.
- Purchase ROAS (Return on Ad Spend): Ranging from ~1.07 to 2.94 in individual campaigns, with an overall average of about 1.77.
In short, the campaigns moved from complete inactivity to a well-funded, multi-campaign structure generating thousands of clicks, tens of thousands of conversions (if these are purchase events), and a moderate-to-strong ROAS.
Key Observations & Possible Reasons Behind the Changes
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1. Full Launch of New Campaigns
Activating campaigns that were previously in draft or paused immediately produces impression, click, and spend data.
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2. Varied Strategies & Targeting:
Different budgets, ad sets, and audience strategies can explain the wide range in CPCs, CTRs, and ROAS.
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3. Scale of Spend & Testing:
Higher daily budgets and multiple campaigns often lead to a rapid accumulation of impressions and clicks, allowing for fast optimization cycles.
Case Study: From Draft to Data-Driven Success
Initial Challenges and Goals
- Challenge: The advertiser had only draft campaigns with no previous spend or performance data. They needed to launch effective Facebook Ads that would drive sales or leads and validate the return on their ad spend.
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Goals:
- – Establish a Live Facebook Ads Presence and gather performance data quickly.
- – Optimize Cost per Acquisition (CPA) or Cost per Result to ensure profitability.
- – Increase ROAS to a level that justifies continued or higher budget allocations.
Approach to Optimizing the Campaign
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1. Account & Campaign Setup
- Segmentation by Region/Audience: Divided campaigns by country (CH, FR, etc.) or audience type (Example- remarketing vs. prospecting) to track performance independently.
- Tiered Daily Budgets: Used smaller budgets for testing new strategies and larger budgets for proven, high-return segments.
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2. Creative & Messaging Testing
- Multiple Ad Variations: Tested different images, videos, headlines, and calls-to-action to see which combinations resonated best.
- Ad Frequency & Relevance Checks: Monitored frequency to avoid ad fatigue and refined targeting to maintain relevance.
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3. Data-Driven Bidding & Optimization
- Automated Bid Strategies: Considered CBO (Campaign Budget Optimization) or automatic bidding to scale successful ads.
- CPM, CTR, & CPC Analysis: Paused underperforming ad sets quickly and reallocated budget to those delivering stronger ROAS.
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4. ROAS & Conversion Tracking
- Pixel & Event Setup: Ensured accurate tracking of purchase events and revenue.
- Daily/Weekly Review: Conducted routine reviews to adjust targeting, creatives, and budgets for consistent improvement.
Specific Improvements in Metrics & Performance
- Impressions: From 0 to over 4.5 million across 13 campaigns, showing significant brand exposure.
- Cost per Click (CPC): Varied across campaigns, indicating the success of certain targeting/creative combinations over others.
- Return on Ad Spend (ROAS): Achieved up to 2.94 for top-performing campaigns, with an average of 1.77, demonstrating profitable (or near-profitable) performance at scale.
- CTR Improvement: Some ads reached above 5% CTR, indicating strong relevance and engagement in certain segments.
Key Takeaways & Lessons Learned
- Start with a Clear Testing Framework: Define budgets, audiences, and creative variations before launching to gather meaningful data.
- Monitor & Adjust Proactively: Frequent check-ins let you kill unprofitable ad sets quickly and funnel resources to better-performing ones.
- Audience Segmentation is Crucial: Breaking down campaigns by region or demographic ensures deeper insights and more effective scaling.
- Vary Your Creative: Consistent A/B testing of visuals, copy, and offers helps you discover winning formulas and maintain user interest.
By systematically launching and optimizing previously draft Facebook Ads campaigns, we successfully moved from zero engagement to a data-rich environment with clear profitability indicators. Our approach—combining segmentation, creative testing, and real-time optimizations—led to significant impressions, strong clicks, and an overall ROAS that met or exceeded initial goals.
Ready to elevate your Facebook Ads performance? contact us to explore how our strategic approach can drive ROI for your business. We’ll help you plan, launch, and optimize your campaigns for lasting success.
From Setup to Success: Transforming Draft Campaigns into High-Performing Facebook Ads with 4.5M Impressions and Robust ROAS
- CPM: Averaging €11.40
- CTR (All): ~0.52% to over 5%
- CPC (All): ~€0.35 to €2.48
- Purchase ROAS: Average of about 1.77
For those of us who are blessed with good sight. So we seldom consider it. That’s why going off to investigate the whys and hows involved is a little like trying to get behind the wind