In order to tackle this challenge, we first needed to get the Facebook product catalogue and pixel tracking working properly.

The product catalogue was not pulling in some of the mandatory product attribute columns making the data feed from the website to Facebook unusable. We set up conditional rules which rewrote some of the text of a column based on the type of product. This cleaned up the data feed and made the data feed acceptable to be uploaded and approved as a catalogue on Facebook.  

We then set up the Facebook Pixel extension for Magneto to replace the old approach of tagging the website with the Facebook pixel event code. 

We wanted to advertise at different stages of the Facebook advertising funnel for maximum reach and sales. It was necessary to set up campaigns that targeted cold traffic, as well as warm and hot traffic to get maximum benefit from Facebook. 

In order to meet this challenge, we created a few personas for testing ads and targeting. 

One of the ways we are able to reach such a high ROAS is due to our approach towards testing ad creative messaging and targeting. Doing so has dramatically improved the ROAS for Swagger, has maintained an average well over 10.00 since we began our partnership, and has driven hundreds of thousands of pounds of sales. 

This approach has driven significant results for Swagger during the time we have been working together, with consistent Facebook advertising results that have been scaled with an increased budget as the positive results were delivered ongoing.

Dynamic Remarketing Ads:  to retarget past customers who visited the website in the last 14 days and had not purchased These are warm to hot audiences. These ads are designed to show users the products they may have looked at on the website which when combined with a re-marketing discount, e.g. 10% off, drives purchases and recaptures lost customers.

Lookalike campaigns: for targeting people on Facebook that are the most similar to your website purchasers. We tested audience size vs similarity to achieve the most sales above the target ROAS. Initially, we tested smaller and more similar audiences, but over time-scaled to larger audiences to continue sales growth. 

Interest-Based campaigns: New campaigns created and implemented targeting cold audiences with interests around Garden Furniture. We tested single interests vs combined interests, layered with demographics. 

Engagement campaign: After one month of advertising, we set up an engagement campaign to target people who had engaged with Swagger’s Facebook Page, Instagram Page and Ads, over 30 days previously.