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Driving Success With DPAs

Overview

FiltersFast sells filters that are directly delivered to your home. Filters include things like air filters, pool filters, and water filters from industrial to home use grades. As an established brand, they were most interested in expanding their reach outside of their current online efforts (Search) to capture more of their potential audience.

Because of how their website is set up, we were not able to use things like discounts in DPAs, which usually do the trick to move the needle. We also saw that they had an insane amount of traffic volume, which meant that balancing frequency in re-targeting with the budget we were given to work with would be a challenge.

Air filter up close

Approach

We would focus on ROAS relationship with frequency and test different windows outside of the standard ones mentioned, in order to find the right balance that we were looking for. 

We started with standard re-targeting windows: 

  • 7 day view content or add to cart 
  • 14 day view content or add to cart 
  • 30 day view content or add to cart 

Strategy

In our first month we had a 6x ROAS with a frequency of a 4.40 with most ad sets barely breaking 2.50. This means that consumers were typically only shown the ad 2 or 3 times. Usually for re-targeting, we like this to be a little higher—especially in DPAs. 

We started to test 3 day re-targeting windows which drove a 8x ROAS with a 2.63 frequency, but the second window behind it never broke over a 5x ROAS.

We decided that altogether, we wanted to maximize the whole ad set. So we switched things back to the 7 day and 14 day re-targeting windows, then moved a majority of the budget to DPAs.

Results

Through experimentation we were able to reach an average frequency of 6x returns from re-targeting and a 10.85x ROAS. 

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In less than a year, EmberTribe developed and scaled this client’s Facebook advertising channel from virtually nothing to more than 400k signups per month. This has resulted in an expanded user base and a significant effect on its top-line revenue.

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