The client is a barbershop with a modern product line of razors, beard pencils, and beauty products for the modern man.

Digital Marketing Goals

Our client was looking for a fresh marketing strategy for Facebook advertising. They had been using Paid Social for some time, but since the IOS, privacy updates have seen a drastic drop in sales. They wanted someone to audit their campaigns and see what could lead to reduced conversions and decreased sales. Their goal was to grow their eCommerce business and get their paid ads to a place where they saw a solid investment return.

Strategy

41 North Digital did a full Facebook advertising audit and determined that the campaigns that were performing before IOS were no longer effective. Things have changed, and tracking is now different in paid social media. Remarketing and lookalike audiences will not work the same way they once did. You must now rely on things outside, just looking at the analytics on Facebook to determine what is working and what’s not. We used a combination of installing Google Analytics, Conversion API tracking and UTM parameters to better track what ads and campaigns the conversions were coming from. In addition, we developed a new strategy that consisted of broader audiences, remarketing, and a fresh content strategy.

We tested audiences using ABO to determine which products and ads were resonating with different audiences. We scaled these campaigns once we had a solid idea of what was working.

Results

In the six months that 41 North has run paid social for the client, we have increased the sales attributed to marketing by 1,838%. We continue to explore new targeting opportunities to scale further. The winning combination of strong creatives and solid audience targeting has been a combination of strong creatives and solid targeting.

Reach out to us today to discuss your Paid Social/Facebook Ads Strategy.