Facebook Ads – August 27, 2020

• MTD Spend: $154,000 — Target Facebook Spend = $150,000
• MTD FB Revenue: $576,420 — Target FB Revenue = $675,000 (100% pace)
• MTD ROAS: 3.8 — Target ROAS = 4.5
• MTD CTR: .80%
• MTD CR: 2.4%

Current Pace:

Over Pace. 

Currently over pace with spend and ROAS and scaling the ad account. The Fall launch + Tracer Launch were huge successes and are performing above target. Increased performance of Men’s campaigns have unlocked additional revenue for the account at 20% of August ad spend vs. 5% previous month.

Additionally Outbound CTR has dramatically increased. CTR is up 47% month over month from .53% to .78%.

Prospecting / Remarketing Split:

85/15 – Continuing to maintain a very healthy remarketing split.

Budget Allocation by Campaign:

• 70% – Female
• 20% – Male
• 15% – Remarketing

—–

• 40% – Evergreen
• 30% – Fall
• 15% – Tracer
• 15% – Remarketing

Creative – Best performing ad last 7 days 

Navy Product on Foot

Ad Link

Prospecting – $11k spend, 1.9 ROAS, 1.11% CTR, 2.8% CR

*Note the above 1% CTR in prospecting, well above average CTR

Men’s Tracer, White over concrete

Ad Link

Prospecting – $9k spend, 2.5 ROAS, .81% CTR, 1.4% CR

New Ads – only if there were new ads launched in the last 2 weeks:

– Tracer Men’s 10k spend, 2.2 ROAS, .76 CTR, 1.3 CR

Color dependent, White is the only sku performing.

– Tracer Women’s 10k spend, 2.3 ROAS, .93 CTR, 1.3 CR

Both pastel and white are performing individually, however the group collection still are out performing the single color stills.

Actions We’re Taking – testing, creative, copy, caps, audiences:

New Tests

– Testing splitting out each shoe style by ad set within a campaign. Wave is clearly the best performer based on this test, followed by Bliss and Breeze.

– Testing shows that delivery and performance is closely related to the style of shoe and the color. When split testing style only certain styles get delivery. When split testing color across one style only certain colors perform at target.

– Now testing worldwide campaigns. 2 days in – Men’s is prospecting at a 2.8 ROAS, will continue to monitor and scale these campaigns if/when necessary.

• MTD Spend: $54K — Target Facebook spend = $62K
• MTD Revenue: $101K  — Target Facebook revenue = $124K
• MTD ROAS: 1.88 — Target ROAS = 2
• MTD CTR: 0.87%
• MTD CR: 4.60%

Current Pace — Right on pace (a little ahead). We need to be spending about $1.3K per day.

Prospecting / Remarketing Split

82/18 – constant

Budget Allocation by Campaign

1. Leg ~16%. 
2. Hip Brace ~8%
3. Ankle ~4% (breaking this out in its own ad set to drive more delivery)
4. Knee ~72%

What trends are we seeing?

1. CPMs are on the rise
2. Up 20% YoY
3. August compared to rest of 2020, CPMs have almost doubled (see image below)
4. Why?
5. This is part of a greater ecommerce trend (we really saw cheaper CPMs during COVID and they have been normalizing since)
6. We are using Highest Value and Lowest Cost bid strategies in our testing campaigns—where we typically see higher CPMs
7. The reasoning = ensure delivery + learning, which allows for iterations and better ads

Last 14 days trends

1. CTR is up 50% from 6 weeks ago

Creative – Best performing ad last two weeks 

Same all-time best performing

1. $2,960 spent at a 1.68 ROAS in Prospecting
2. CTR = 0.56%
3. Conversion Rate = 6.0%
4. AOV = $49

New Ads – only if there were new ads launched in the last 2 weeks

1. Hip Brace with written Testimonial + UGC Video

Just started delivery yesterday and $13 spent (but has a purchase!) 13x ROAS

1. Camping stills – have yet to get good delivery (only $59 spent so far, at a 2.5 ROAS)
2. Testimonial slide shows did not perform well – 

• $670 spent at a 0.79 ROAS
• 0.6% CTR
• 3.7% CR
• 33% ATC to purchase (target is ~38%)
• 13% Attention
• 2 second Interest
• 0.6% CTR
• 3.7% CR

Facebook Ads – August 18, 2020

• MTD Spend: $2,890 — Target Facebook spend = $12,000
• MTD Revenue: $1,446 — Target Facebook revenue = $20,400
• MTD ROAS: 0.50 — Target ROAS = 1.7
• MTD CTR: .53%
• MTD CR: 4.7%

Current Pace:

Off Pace. However, we’ve made a lot of progress in the last week. ROAS are up 175% over the past 5 days as we’ve identified a winning creative asset. I’m slowly ramping up spend to get more volume behind this creative. We will also be working on creative iterations of this asset and continue to test.

Prospecting / Remarketing Split:

75/25

Budget Allocation by Campaign:

65% – Lotion bar prospecting

35% – Remarketing

Creative – Best performing ad last two weeks 

Lotion Bar Still

$290 spend, ROAS 1.15, .78% CTR, 9% CR

New Ads – only if there were new ads launched in the last 2 weeks:

Over the last week I split tested 3 campaigns:

– Tommy testimonial video

– Mashable style video

– Best performing still ads

All of these were split tested against the same audience (1% Lookalike Stack) and the best performing stills campaign outperformed the video campaigns. All of the purchases from the stills campaign came from 1 of the 4 images tested (image above). The results we’re seeing from this prospecting ad are better than anything we’ve seen recently and has potential to scale.

Actions We’re Taking – testing, creative, copy, caps, audiences:

– Testing lowest cost bid strategy to get spend behind the ads so we can make informed decisions on creative performance. This strategy has helped us identify the winning creative above against the video assets and other still images.

– Will create iterations of the best performing image above to continue creative testing.

– Free+Shipping offer to go live

– New creative toolkit out for approval