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Facebook/TikTok/Google Case Study
Doggie Dailies achieved a 350% increase in ROAS, 63% decrease in CPA, and a 38% increase in average order value.
The Challenge
This dog supplements brand was struggling with expensive CPA, with Facebook in-platform CPA as high as $236 prior to Structured’s involved on the account. Leading up to Black Friday, Structured was tasked with finding a way to substantially lower CPA while boosting ROAS.
The Solution
- Early Promotion Launch: To beat out the inevitable oversaturation of ads that comes with BFCM, we began running sales early, prior to Black Friday. This allowed us to better capture customers’ attention and reduce CPA, which reached a record low of $31 during our pre-BFCM sale.
- Iterating on Winning Creative: We developed creative iterations on Doggie Dailies’ top-performing evergreen ads. By iterating on proven messaging with fresh creative, we scaled profitable ad spend without relying on burnt out, older ads.
- Whitelisting: We ran whitelisting creative from relevant dog-owner influencers, building credibility and encouraging first time customers to try Doggie Dailies.
- BOGO Sales: We ran buy-one-get-one sales leading up to BFCM, since these types of promotions have historically delivered the best results for the pet brand. These special offers helped us boost gross sales and average order volume.
Results
By the end of Black Friday/Cyber Monday, Structured increased Doggie Dailies ROAS by 350%, decreased CPA by 63%, and increased average order value by 38%.
350%
increase in ROAS
63%
decrease in CPA
38%
increase in AOV
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