Increased sales by 35% and improved Meta ROAS by 18% compared to previous month through strategic campaign structuring and optimization techniques.
Goodmelts offers a flame-free alternative to traditional candles, providing soy wax melts and ceramic warmers for a safer and more fragrant home environment.
Improving Meta ROAS and sales figures in June 2024, following a challenging May 2024 for the brand in terms of ROI and revenue.
In May 2024, the client aimed to achieve an ROI of 2.5.
To meet this target, we reduced spending on Meta and implemented stringent optimization measures. Unfortunately, this approach did not yield the desired results, and both revenue and ROI declined. Consequently, we focused on restoring performance in June 2024.
As the campaigns were structured under CBO (Campaign Budget Optimization), and historically ABO (Ad Set Budget Optimization) did not perform well in this account, we continued with CBO. This limited our control over individual ad spends. To reduce spend on a particular non-performing creative, we had to lower the entire campaign budget, impacting other ads within the campaign.
Additionally, turning off any historically well-performing ad that showed recent poor performance led to a decline in the overall campaign’s performance.
Another challenge faced was that within the CBO structure, even when multiple ads were launched inside a campaign, Meta typically allocated budget to only one or two ads. This resulted in the remaining ads not being adequately tested. Consequently, we lacked a sufficient pool of winning creatives, which limited our ability to turn off any historically successful ad that was underperforming recently.
We adopted a structure of 1 CBO campaign > 1 Ad Set > 1 Ad for creative testing. This approach provided us with greater control over individual ad spends and enabled faster testing of creatives.
Turn off any ads with less than 2 ROAS within the last 3-day window.
Ensure a minimum spend of 2,000 before considering turning off any ad.
If no purchase has been made with a 2,000 spend but the cost per checkout is below 1,600, allow the ad to spend a bit more while closely monitoring its performance. If the cost per checkout exceeds 1,600, terminate the ad immediately.
35% increase in website revenue compared to the previous month.
16% increase in Meta ROAS compared to the previous month.
17% decrease in CAC compared to the previous month.
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