Lashfactor, a distinguished line by Entod Beauty London, specializes in eye beauty serums that revolutionize natural eye enhancement. These include Lash and brow growth serums, Anti-wrinkle Serum & Under Eye Gel Serum.
ADB started working with the brand in Feb 2024.
Lashfactor champions a science-backed approach to beauty, offering research-driven skincare and eye serums for healthy, enhanced lashes and brows.
Previous advertising efforts on Facebook & Google were not aligned with the brand’s objectives, utilizing incorrect conversion goals. This misalignment led to inefficient use of the advertising budget and missed opportunities for conversion optimization.
The ad account provided limited data, offering minimal insights into ad performance and audience behavior. This lack of detailed analysis hindered the ability to learn from past campaigns and make data-driven decisions for future advertising strategies
Setup up a Creative Testing common on Meta in ABO with conversion objective as Purchase.
The ads had started to bring conversions at this point but the CPA was very high and the ABO campaign wasn’t a feasible approach to test more no. of creatives at current spends.
In this phase we let the brand spend some money so that the account gathers some learning while pushing creatives
The ads had started to bring conversions at this point but the CPA was very high and the ABO campaign wasn’t a feasible approach to test more no. of creatives at current spends.
Started with simple benefit, feature-based & review-based ads with a small budget of £20 each and gradually increased to £50 per day.
Turned off the ABO campaign & launched a master CBO campaign and an Advantage+ Shopping Campaign. However, the ASC did not perform well and was turned off early on
The account structure was changed again and we launched another CBO campaign and segregated the products into Bestsellers (Lash & Brow Serums) and Others.
At this point, we had launched multiple creatives in themes like Benefits, Customer Testimonials, Hook, etc. However, only a few particular ads were getting substantial spending to bring conversions. Namely: Weird Hook & Result Oriented Transformation.
In this phase, we pushed a Flat 15% Off on the entire order with a code. The offer started with a Pay Day Sale Communication followed by a Mother’s Day Sale Communication and ran for a good 20 days (20th Feb to 10th March) & generated £588.67 in sales. The conversion rate of the account in this period was 2.22% which was 207% higher than the performance in the previous period
While the offer picked up, the old CBO campaign stopped performing and was turned off while the new one was made the Master Campaign.
In this phase, we tested creatives of a non-hero product called Anti Wrinkle Serum & saw an improvement in its conversion rate since the product was high priced an improvement in the account’s AOV.
We scaled the account to a budget of £120 per day. Launched ASC again but failed as the CPM of the same was high and had to be turned off.
Launched Easter Sale with Buy 2 & Get 20% Off offer We started this offer with the thought that it would help improve the AOV when two products are bought together but that wasn’t appealing enough. Later this was changed to a Flat 20% off and generated £216.33 in sales.
Amount Spent – £775.21
Purchases – 27
CPA – £28.71
ROAS –0.73
Hold Rate –21.79%
Hook Rate –38.29%
Amount Spent – £768.69
Purchases – 14
CPA – £54.91
ROAS –£54.91
Hold Rate –25.01%
Hook Rate –29.05%
Amount Spent – £233.09
Purchases – 10
CPA – £23.31
ROAS –0.86
Hold Rate –24.75%
Hook Rate –29.14
Amount Spent – £905.24
Purchases – 16
CPA – £56.58
ROAS –0.69
Amount Spent – £43.45
Purchases – 3
CPA – £14.48
ROAS –3.97
The initial misalignment of Facebook & Google advertising efforts with Lashfactor’s objectives illustrates the foundational need for strategies that are directly tied to the brand's goals. Correcting this alignment was the first step toward improving campaign effectiveness and efficiency.
The ADB’s approach of starting with a Creative Testing campaign and gradually scaling up budgets based on performance demonstrates the importance of iterative testing. Testing different ad creatives with small budgets allowed for a better understanding of what resonates with the target audience without a significant upfront investment.
Allowing the brand to spend money in the initial phase for the account to gather learning was a strategic move. This process underscored the fact that an ad account accumulates valuable data over time, which can then be leveraged to optimize future campaigns. The early phase of gathering insights, even if it involves a higher CPA, is crucial for long-term success.
The importance of optimizing account structures is underscored by the shift from Ad Set Budget Optimization (ABO) to Campaign Budget Optimization (CBO) campaigns, along with account reorganization based on product categories. Such strategic adjustments are crucial, especially for accounts with limited budgets, as they enable more effective distribution of funds towards products demonstrating the highest potential. This approach ensures that even accounts with constrained spending can maximize their returns through strategic, flexible management.
The implementation of sales offers (e.g., Pay Day Sale, Mother’s Day Sale, Easter Sale) and the adjustment of these offers based on consumer response illustrate the importance of dynamic offer management. This strategy not only helped in boosting sales but also in understanding consumer sensitivity to different types of promotions.
The case of Lashfactor showcases that the more data an ad account gathers, the better the performance becomes over time. Continuous testing, coupled with strategic adjustments based on real-time data, significantly improves the efficiency and effectiveness of ad campaigns.
The need to turn off underperforming campaigns (like the ASC) and pivot strategies (adjusting sale offers) reflects the importance of adaptability in digital marketing. Recognizing when certain approaches are not delivering desired outcomes and being ready to pivot strategies swiftly is critical for maintaining momentum toward positive ROI.
In summary, Lashfactor’s growth journey exemplifies how a comprehensive and adaptable approach to digital advertising, centered around continuous testing, learning, and strategic flexibility, can transform challenges into a successful growth story.
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