Using a signal-based approach to drive performance in Facebook and Instagram
In 2020, one of the main goals for the Musti ja Mirri was to improve the performance across Facebook & Instagram: more product sales, better-converting traffic and optimised product listings in the ads. Rather than boosting sales from short-lived campaigns, the aim was to find sustainable growth from an always-on structure.
To achieve these goals, Precis & Musti Group set up a plan to update the targeting method, focusing on new ad formats and optimised product listings. We analysed the signals and patterns and decided to start broad and eventually define more niche tracks to optimise towards in a data-driven way.
The numbers stacked up
By driving a more product-driven approach in our targeting, we let the Facebook algorithm do the heavy lifting – thereby increasing ROAS by 54%.
Decrease in CoS
We used Facebook’s Dynamic Product Ads to increase relevancy and conduct branded content testing – reducing the CoS by 30%.
Increase in purchases
With product feed management and the right campaign objectives, purchases increased by 32%. With increased purchase volume and better efficiency we managed to create profitable, long-term growth.
Planning and implementing the new set-up with Precis worked out smoothly and we are pleased with the results in Musti ja Mirri’s social channels. We want to make the life of pets and their parents easier, safer and more fun, and offering the most relevant products to the right audiences is one way to demonstrate this.
Broad targeting combined with signals from various sources was more efficient in serving the right content to the right audience, resulting in better efficiency and higher volumes.
Mixing dynamic product ads with brand creatives was one of the success factors of the campaign. Leveraging lifestyle content for introducing the user to the dynamic product ads, resulted in better conversion rates and overall performance.
From the beginning, the structure was optimised towards long-term growth, with testing and analysis of all performance measured against this objective.