To make a success of Facebook
we needed to reach a much larger cold audience to scale revenue while growing the brand. Since the campaigns have begun, we have seen continuous growth in the number of purchases from both our warm lower funnel and cold top of the funnel campaigns.
As part of our analysis and planning, we distinguished several key audience groups for Print Planet, which included interest groups such as:
- life events of friends;
- competitors pages and more.
We experimented with single-interest audiences, as well as multiple interests with or/and targeting.
Using website value-based purchase by similarity and reach, we set up a range of Lookalike audiences. Different audience ranges and sizes were tested to continue increasing revenue.
Cold audiences targeted campaigns with interests and lookalikes have delivered more than 65% 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.