Scaling Facebook ad spend isn’t a one-and-done deal. Scaling too much, too fast can result in drastic drops in performance. Scaling without using data to guide your efforts could result in not hitting your targets because you were too aggressive or too timid. And when Facebook isn’t the only channel you’re managing, you have to be on top of your game to really maximize ad spend.
Before partnering with EmberTribe, our client learned the hard way that creating ads at a high cost per day and not monitoring them could result in losing a large amount of money very quickly. Ad spend adds up, especially when it’s not monitored. The first major benefit we could provide to Baltic Essentials would be active management of their ads accounts, meaning that we wouldn’t leave high-cost ads running if they’re not performing well. By abandoning the “set it and forget it” mindset, we would be able to dig into the data for the client and begin building actionable, results-driven campaigns.
We identified three challenges that we knew we would need to address to get over the scaling hump.
Challenge #1: Keeping the sales funnel topped up and full of qualified audiences.
The client has a solid unique value proposition and a loyal customer base. Our challenge would be finding cold audiences and bringing them into our funnel. Unlike some competitors, their product lines are for adults, children, and infants. However, they identified Amazon competition and lack of brand recognition as challenges to their business. For EmberTribe, this meant we would need to test:
- Optimizations for ad delivery on Facebook
- Broader Audiences
- New styles of ad creative
- Bottom-of-funnel audience segmentation
Challenge #2: Pivoting on budget due to factors such as rising CPMs
Some things will take you by surprise, other things won’t. Some do both! The rise and fall of cost per mille (CPMs) is one of those things that does both. In a typical year, advertisers can pretty much predict the rise and fall of CPMs throughout the year. CPMs are lower at the beginning of the year and start ramping up in Q3 and peaking in Q4 when people are getting their holiday shopping done. Well, 2020 was not a typical year at all which meant that keeping tabs on ad spend was more important than ever, because CPMs were less predictable than ever. Even despite a global pandemic, we were able to quickly pivot our testing to adjust to new budget demands and still hit ROAS goals.
Challenge #3: Managing all of the sales the client was running at any given time.
Our client stands out from their competitors because they do provide products for all ages, whereas other brands focus on the therapeutic jewelry for infants and children. While this is a great component of their UVP, it also means more testing, more ad creative, and different offers to match marketing demand! In order to help Baltic Essentials scale up, we would need to strategically manage their sales and keep them aligned with overall growth goals through paid traffic.