Dalston Mills Fabrics- (Facebook Ads & Google Ads)
Find out how One PPC helped Dalston grow become a million sales per year! Achieved a 500% ROAS
Ad Spend
Grew annual advertising budget from 1ok to over 1 Million
Conversion Rate
Increased online conversion rate to over 1% for high-value products
Sales
Increased sales from a few hundred thousand to over millions
DALSTON MILLS FABRICS
Back Story
Dalston Mill Fabrics have been selling fabrics for over 30 years with a huge range of fabric in stock online as more within their London store. .The Dalston Mill Fabrics team speak a total of 12 languages between them and represent countries from Ghana to Albania, Malta and Ireland. Fabrics are from far and wide – from Europe to the Far East – and the shop has become a magnet for a diverse customer base of designers, artists, architects and other young professionals
Google Ads and Facebook Ads generated most of the online sales. The campaigns had been running over the years with decent to mediocre results. It was unclear exactly how much improvement could be made until certain basic changes were instituted.
Goals
The primary goal was to get as many sales as possible with a target ROAS of 400% and to get the highest volume of sales at the required profit target. The goal was naturally to get as many sales as possible, while also improving profit by achieving a higher ROAS.
Most of the traffic was from Search Text Ads campaigns, but it was well below the target ROAS (Return on Ad Spend) and therefore not profitable.
Google Shopping was not doing well, but the campaign structure could be split down to bid at the product level.
Following our initial review and analysis, we identified several main challenges:
- Google Ads Search campaigns were in position although returns were low, so we had to pull out all of the stops to make big improvements quickly.
- Facebook Ads campaigns had campaigns targeting most types of audiences. Other than remarketing, none were above ROAS 3.0 (300%). We needed to overhaul the whole approach, rather than attempting to revitalise a dysfunctional sales system
- Sales were a mix of £1 samples along with the actual transaction. This created a longer sales funnel with more complex attribution. ????I don’t understand this paragraph
Solution
In order to address the current ineffectiveness, we started by researching competitor websites, Google Trends and the overall business offering. We also examined Google Analytics to learn what happened after the click on the Dalton Mill Fabrics website.
Facebook/Instagram Advertising
While starting with custom audiences such as website re-marketing and Facebook page engagement, to really make a success of Facebook advertising we also needed to reach the larger top of the funnel audience.
In order to tackle this challenge, we implemented a range of top of the funnel (cold) and middle of the funnel (warm) campaigns. We created a few personas for testing advert copy and targeting to increase click-through rate (CTR) and conversions while growing the brand of Inscripture.
Dynamic Remarketing (Website & Contact Emails).
We started Facebook with a dynamic remarketing campaign targeting everyone who had viewed a product page on Inscripture website in the last 14 days and had not purchased. We then re-targeted this warm traffic with ads showing a site visitor the exact products they looked at when on the website.
This campaign immediately improved the conversion rate of past website visitors, initially delivering ROAS over 5.0, and rapidly surpassing 10.0.
Engagement Audiences:
Next, we set up an Engagement campaign retargeting anyone who has engaged with Dalston Mills’ Facebook page or ads in the last 365 days- but had not been to the website in 30 days. This campaign also delivered a positive ROAS above 5.0 within a few weeks. Ad types such as dynamic product ads vs, carousel and canvas were tested, analysed and activated.
Cold Traffic/Top of Funnel Marketing:
To really make a success of Facebook we needed to reach a much larger cold audience to scale revenue while growing the brand of Dalston Mills. Since the campaigns have begun, we have seen ongoing growth in the number of purchases from both our lower funnel and cold top of the funnel campaigns.
- Interests Audiences:
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As part of our research and planning, we identified several key audience groups for Inscripture which included interest groups such as; gifts, life events of friends, competitors and more. We experimented with single interest audiences, as well as multiple interests with or/and targeting.
- Interests Audiences:
- Lookalike Audiences:
Using website value-based purchase by similarity and reach, we set up a range of Lookalike audiences. Different audience ranges and sizes were tested in order to continue increasing revenue.
Cold audiences targeted campaigns with interests and lookalikes have delivered more than 90% of the sales revenue on Facebook. We tested a range of advert formats, images and text copy to continually look to improve ad copy for a higher CTR and conversion rate.
Google Search
We began by consolidating Search campaigns to build a more streamlined account structure making it easier to manage. We refined settings and targeting to improve conversion rate.. We then completed keyword research to expand on the current list, and for the remaining products not yet advertised. Since these new campaigns were instituted using standard text ads, Dalston Mill Fabrics’ ROAS has soared to over 500% for standard Search campaigns.
In order to get Google Shopping running efficiently, we reorganised the campaign structure to match the website product categories.
- Keyword List Expansion:
We expanded the keyword list to increase the amount of traffic attracted. - Keyword Match Type: We used the best mix of match type variations to get the highest volume of qualified traffic and buyers.
We used a range of bidding strategies to achieve the highest volume of profitable sales. Both manual and automated bidding such as target CPA and ROAS were thoroughly tested.
- Search Audience targeting:
Demographics: We layered the Search campaigns age, gender and parental status making bid adjustments based on performance.
Interest targeting: We layered the Search campaigns with audiences including past website users, in-Market Audiences and Similar Audiences to get better ROI
Google Display Network
In addition to Google Display Dynamic remarketing, we are also using other targeting options across the Display Network to vastly increase impressions and traffic, while achieving a direct response sales target. We enormously increased impressions across the internet by millions per month using Google’s Display Network growing brand awareness and recall.
After seeing significant success from the Search Network campaigns, Inscripture was keen to explore Google Display Advertising in more detail. The goal was to grow brand awareness with a much larger audience than just the Search traffic, and to achieve ROAS of 700%.
To build a complete sales funnel we needed to set up campaigns that targeted cold traffic, as well as warm and hot traffic. If we could reach people at all stages of the marketing funnel we could grow sales much faster than just using Google Search. We set up campaigns at different stages of the funnel such as:
Website Remarketing: We created a remarketing funnel with recent short-term traffic, as well as a separate campaign for long term traffic up to 540 days.
In-Market Audiences: We targeted audiences with interests such as garden furniture and outdoor living which increased impressions and reach into the millions very quickly. Over time the campaigns improved continuously and exceeded the required ROAS.
Similar Audiences: We set up an audience that is most similar to conversion tracking purchasers then ran ads across the Display Network. Dynamic vs static ads were tested and compared in practice.
Results
Since working with Dalston we have:
- Increased sales from a few hundred per day to thousands per day in less than 3 months.
- Increased monthly revenues to the point where we are well on track to reach one million pounds annual sales, and growing.
- Scaled ad spend increasing more than 1000% while improving return on ad spend profits.
- Achieved a better ROAS above the target 5.0.
- Setup a complete Facebook Marketing Funnel.
- Implemented sophisticated campaign strategies and implementations with the range of audience targeting and adverts.
- Created a consistent and effective ad creative that focuses on key USP and brand messaging.
- Communicating with the client and also internally while managing campaigns.