Case Study – Bevilles
Who’s the Facebook ads client?
Bevilles is a well-known, family owned Australian jewellery brand. Dating back to 1934, the business has 24 stores in Victoria, New South Wales and South Australia.
It sells own-brand gold, silver and diamond jewellery as well as designer watches and gifts
What challenges were the brand facing?
To increase its brand exposure and sales through Facebook ads.
Bevilles had never seen consistent success with Facebook ads, yet it knew its customer avatar was a user of both the Facebook and Instagram platforms.
With the recent iOS14 changes (at the start of 2021) it also knew it needed some guidance on how to combat data loss and reframe attribution.
So what did you do first?
After a thorough audit of the account, to see what had worked, not worked, and been previously tested, I formulated a new strategy. This included:
- iOS14 compliance
-
- Domain verification
- Set up of AEM within Ads Manager
- CAPI integration within Shopify
-
- Monthly budget planning to ensure daily spend was split 70:30 between top of funnel (TOF) and bottom of funnel (BOF).
- Rewriting the ad copy to ensure that the ad resonated with the audience at all stages of the funnel.
- Retargeting BOF with DPA ads – reminding those who had not purchased the products to return and view again.
- Testing strategy: ad copy, audiences, creative.
- A move to blended ROAS due to iOS14 and Facebook’s changes to attribution.
Learning point
A huge part of running successful Facebook ads is utilising a testing process. A well-run account will be continually testing all of the moving parts. For Bevilles, we started by testing audiences, one interest and lookalike at a time. When interests gave a result at an acceptable cost, it was deemed to ‘work’ and would be grouped with other working audiences. After a couple of months of testing, we were running ads to audiences that consistently performed well.
How did you structure the initial campaigns?
The monthly budget averaged AUD$4K. This was increased during the Q4 prime sales periods.
Initial campaigns spend 70% of the monthly budget TOF, testing interest-based audiences and testing lookalike audiences, including segmented audience data uploaded from Shopify.
The remaining 30% of the budget was spent BOF on retargeting those who had view content and/or added to cart, but not yet made a purchase.
Creative utilised predominantly single image ads, carousels and catalog ads.
Average ROAS of 8
Facebook sales up 243%
Instagram sales up 196%
What kind of results did you achieve?
Bevilles had a healthy budget for Facebook ads and a high-converting website and these, combined with Google Ads, ensured success.
Key stats:
- $55,000 AUD Ad spend = $454,190 AUD sales attributed to Facebook Ads.
- Average ROAS of 8.
- Facebook sales up 243% (on previous period)
- Instagram sales up 196% (on previous period)
“Bringing Mel on board to run the Bevilles ad account hugely helped to jump-start the campaigns. Not only did she clarify the steps we needed to take for iOS14, she also devised a testing strategy to find out what was actually working in the account – and, equally important, what wasn’t. We saw a consistently strong performance from our retargeting ads, and this, combined with Bevilles other marketing channels, led to a 28% increase in total sales for 2021.”
Quiz: are your Facebook ads set up for maximum returns?
You’re running Facebook Ads. The results are… ok. But your bottom line isn’t improving and you’re wondering if sales could be better.
Is your set-up correct? Are you testing enough copy and creative? Are you missing any easy fixes that could significantly impact your return?
Take this 5-minute quiz and find out if your campaigns are set up for peak performance.
It’s totally free AND you receive personalised results!
