SWAGGER HOME FURNISHING
Facebook Ads
Find out how One PPC helped Swagger Home Furnishings grow their Facebook advertising sales by over £4000 per day
SWAGGER HOME FURNISHINGS
Back Story & Challenge
Swagger Home Furnishings is an e-commerce business providing the very best in classic & contemporary designer furniture, home-ware & accessories. They have been in business for over 10 years with online sales above £1 million each year.
Quality and range, transparency and customer service is at the centre of their services, and it was important for Swagger to work with an agency that shared these values. The average order value can be around 2K, which is high for online furniture. sales.
Swagger traditionally acquired new customers via Google Shopping and Standard Search campaigns. Over the past 9 months, profits on Google declined. They had previously tried Facebook Ads without achieving positive ROI. After inconsistent efforts with Facebook Ads, Swagger engaged One PPC to try again with a fresh approach. Their primary goal was maximum sales with a ROAS of 10.0 (£1 spend = £10 return). Secondary goals included building brand awareness and developing Facebook as a long-term sales channel to complement Google.
Following our initial review and analysis, we identified
challenges such as:
- Technical issues with product catalogue not working and the pixel tracking installation ineffective.
- Limited Facebook advertising history with patchy sales data which rendered it impossible to analyse and improve.
- 1000’s of products with variable performances based on seasonality and stock availability.
Solution
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.
Types of Campaigns:
Engagement Campaign
Launched an engagement campaign targeting users who interacted with Swagger’s Facebook, Instagram, or Ads over 30 days ago.
Lookalike Campaigns
Tested audience size vs. similarity to maximise sales and ROAS, starting with smaller audiences and scaling up for growth.
Interest-Based Campaigns
Targeted cold audiences for Garden Furniture, testing single vs. combined interests with demographic layers.
Remarketing Ads
Targeting recent website visitors who hadn’t purchased, showing them viewed products with a 10% discount
Results
This approach has driven remarkable results for The Vet during the time we have been working together, with consistent Google advertising that has been developed with an increased budget as positive results continued to accelerate. Since working with The Vet, we have:
Cold Traffic accounted for 70% of sales, with warm and hot traffic making up 30%
Achieved almost 200K in sales during the peak month of Summer.
Achieved a Facebook ROAS over 10.0 – above the ROAS profit target.
Created a consistent and effective ad creative that focuses on key USP and brand messaging.
Driven hundreds of thousands of website visitors from Facebook Ads
Implemented Facebook campaigns with the range of audience targeting
Book FREE Consultation Now!
Step One = 15-30-minute call to understand your business and provide more context before the screen share and written audits are completed.