Case Study: Print Planet
(personalized gifts store)
(personalized gifts store)
Find out how SM Target agency helped Print Planet use Facebook and Instagram advertising to leverage more conversions, increase brand awareness and generate
a 4.78 ROAS.
a 4.78 ROAS.
33.5%
Decrease in the CPC (Cost Per Conversion)
4.29%
The average ads CTR (Click Through Rate)
4.78x
The average Facebook\Instagram ROAS
Print Planet is a German online store that allows people to personalize their very own piece of art by designing something absolutely unforgettable. With an amazing instant live preview, customers can create a surely bespoke gift. As an online branch and subsidiary of a fully equipped digital print shop, the company offers a wide range of so-called photo value-added products, large format prints, and individualized textiles.
The Challenge
Quality, care, and print accuracy are at the core of their services, so Print Planet needed to work with an agency that understood these values. They had used other advertising agencies but presumed that both sales and profitability could be enhanced significantly.
Most sales were from organic SEO and email newsletters. For Facebook ads, most of the traffic was from acquisition campaigns, but it was below the target ROAS (Return on Ad Spend) and therefore not profitable. The primary goal was to get as many sales as possible with a target ROAS of 3.0x and to get the highest volume of sales at the required profit target.
In order to address we started by conducting an ad account audit, researching competitor websites, and the overall business offering. We also examined Google Analytics to learn what happened after the click on Print Planet's website.
Most sales were from organic SEO and email newsletters. For Facebook ads, most of the traffic was from acquisition campaigns, but it was below the target ROAS (Return on Ad Spend) and therefore not profitable. The primary goal was to get as many sales as possible with a target ROAS of 3.0x and to get the highest volume of sales at the required profit target.
In order to address we started by conducting an ad account audit, researching competitor websites, and the overall business offering. We also examined Google Analytics to learn what happened after the click on Print Planet's website.
The Solution
While beginning 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 undertake 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.
Then we implemented Facebook dynamic ads campaign, targeting anybody who had viewed a product page on Print Planet's website in the last 30 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 and quickly delivered ROAS over 4.0x.
Next, we set up an Engagement campaign, retargeting anyone who has engaged with Print Planet's Facebook page or ads in the last 180 days but had not been to the website in 30 days. This campaign also delivered a positive ROAS above 4.0 within two weeks. Ad types such as dynamic product ads and carousel were tested and analyzed.
Then we implemented Facebook dynamic ads campaign, targeting anybody who had viewed a product page on Print Planet's website in the last 30 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 and quickly delivered ROAS over 4.0x.
Next, we set up an Engagement campaign, retargeting anyone who has engaged with Print Planet's Facebook page or ads in the last 180 days but had not been to the website in 30 days. This campaign also delivered a positive ROAS above 4.0 within two weeks. Ad types such as dynamic product ads and carousel were tested and analyzed.
To make a success of Facebook and Instagram 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:
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.
As part of our analysis and planning, we distinguished several key audience groups for Print Planet, which included interest groups such as:
- gifts;
- life events of friends;
- competitors pages and more.
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.
The Results
Since working with Print Planet, we have achieved:
- Created a consistent and effective ad creative that focuses on key USP and brand messaging.
- Attained an impressive CTR of 4.78%.
- Increased sales from 20-30 per day – to hundreds per day within 6 months.
- Implemented sophisticated campaign strategies and implementations with the range of audience targeting and adverts.
- Implemented a successful Dynamic retargeting campaign.
- Scaled ad spend increasing more than 1000% while improving ROAS profits.
- Achieved a better ROAS above the target 3.0x.
- Worked closely with the marketing department of the business in the development of the marketing campaign.
Testimonial
- Thomas DemannMarketing Director"After several false starts with PPC people who didn't deliver, we came across SM Target. We've been delighted with the results that they have delivered, the ROAS has exceeded our expectations very quickly. We're really happy with SM Target advertising agency & their customer service is excellent!"
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