SUCCESS STORY
Description of company's goals with strategies used and accomplishments made
Ex: The makers of the insulated beer bottle container used offer ads to retarget people who had interacted with its video ads and website, generating more purchases, higher returns and over $25,000 in directly attributable revenue.
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THEIR STORY
Short Description about the company's products/services
Ex: Founded in 2013, BottleKeeper fulfills a simple but powerful purpose: to keep the beer cold and the bottle protected. Cousins Matt Campbell and Adam Callinan came up with the idea for the company’s insulated bottles while lamenting their warm beer from a red party cup on a hot summer day.
THEIR GOAL
Short description of the company's goals
Ex: The Bottlekeeper team wanted to retarget potential customers to increase online sales, while also maintaining its target return on ad spend
THEIR SOLUTION
BottleKeeper decided to use offer ads to encourage potential new customers, as well as people already familiar with the brand, to visit the company’s website and purchase an insulated bottle. Offer ads display discounts that advertisers can share with their customers on Facebook. People can redeem the offer and use it online and in stores, or save it to use at a later date.
The BottleKeeper team tested offer ads with 2 different discounts, rewarding people with either $5 off their purchase or 10% off. The test indicated that more people were interested and redeemed the $5-value.
The team added the Facebook pixel to its website, and then used the data it gathered to target people who, within the last 3, 14 or 30 days, had added a product to their BottleKeeper shopping cart but not purchased it. The audience was further refined to people in the United States aged 21 or older. Additionally, the team targeted an engagement Custom Audience of people who had watched at least 95% of a BottleKeeper video ad in the last 14 days.
The ads featured images of happy customers enjoying their BottleKeepers, while ad copy encouraged people to redeem their $5 offer. A “Visit Website” call-to-action button directed people to the shop section of the BottleKeeper website where they could place an order and apply the offered discount.
THEIR SUCCESS
Description Ex: BottleKeeper’s week-long campaign, which ran June 6–13, 2017, attracted hundreds of new customers and tens of thousands of dollars in additional online sales. The campaign also achieved:
- 2.3X return on ad spend
- $25,000 in directly attributable revenue
- 50% lower cost per action than other ad formats
- 3X higher conversion rate with offer ads than with other ad formats
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Strategies Used
FB Ad Conversions
accelerate profits with conversion tracking
Lookalike Audiences
find people similar to your current clients
Enhanced Images
emotionally triggered images draw the right audience
Rapid Scaling
optimize ads to increase profits and grow
Video Ads
capture attention with engaging video ads
Ex: We will continue to use Facebook offer ads because, bottom line, they work! If you’re already using Facebook ads, try out offer ads while being diligent to properly A/B test images and copy. It's been one of the best and most successful tests we’ve done.
Ex: Mike Stenbakken
Director of Digital Strategy & Marketing, BottleKeeper