This initial success has been highlighted by a 17x return on advertising spend, a 52% lower cost per sale compared with previous campaigns, in addition to a 35% drop in overall cost per link click. From a budget of just £10k for the month, the campaign generated close to 2k purchases which, with an average order value of £88, represented the most successful paid social campaign Glasses Direct have ever achieved with a purchase revenue of £170k in just one month.
Expanding the window to Facebook’s standard reporting the numbers were even better. Such was the strength of the campaign as a whole; every element of the campaign drove purchases and HomeTrial requests, not just the retargeting dynamic adverts.
There were also large conversion rates from the Instant Experience aimed at mid-funnel users, totalling close to 500 unique purchases and just over £40k in purchase revenue. These results were only bettered by a bespoke dynamic retargeting campaign aimed at users who abandoned their basket – the most engaged users throughout the entire campaign.