Ad spend:
$133,966,68
Business: E-Commerce / Amazon store
Product: Supplements
Time: 305 Days (March 1 – Dec 31, 2020)
$133,966,68
$1.79
74,484
Well-known supplement brand selling health and diet supplements. Fat burners, Zinc, Vitamins, Prebiotics, Immune support, and much more! Located in Los Angeles, California, and selling their products mainly via Amazon.
The brand was looking to expand their business and grow their customer base with recurring customers. The brand was offering free products so people could try them out and become paying customers in the future if they liked what they received. The brand was using Facebook and Instagram ads to drive traffic to Messenger, where they manually communicated and fulfilled the orders while managing rebates. When we started working together, the brand had a cost per lead of $6.5.
Well-known supplement brand selling health and diet supplements. Fat burners, Zinc, Vitamins, Prebiotics, Immune support, and much more! Located in Los Angeles, California, and selling their products mainly via Amazon.
The brand was looking to expand their business and grow their customer base with recurring customers. The brand was offering free products so people could try them out and become paying customers in the future if they liked what they received. The brand was using Facebook and Instagram ads to drive traffic to Messenger, where they manually communicated and fulfilled the orders while managing rebates. When we started working together, the brand had a cost per lead of $6.5.
The supplement business wanted to lower their cost per acquisition. They were breaking even already, but only when looking at CLV (Customer lifetime value). They needed a faster way of generating profits so they could expand their business. To do this they needed better Facebook and Instagram Ads, but also a better system in the Messenger chatbot. The Messenger Chatbot needed better copywriting and customer experience, and at the same time a way of automating a lot of manual tasks.
One important thing many Media Buyers forget to look at is the ad itself. It’s easy to test different audiences, technical settings and more to generate better results. If you truly want a big impact of the ads, one must look at the ad itself and make improvements. We started by creating 5 new images and 4 new videos for the campaign, and inserted into the existing campaigns that were running. The results reduced below $5 immediately which was a 30% decrease in cost.
Using the data received by the new creatives we created, we produced new variants of what was working and improved the details. Together with an improved FB Ad account structure and better audiences we worked very hard to lower the cost per lead in Messenger. Continuously we created new images, new videos, new ad copies, and tested new audiences.
Our ads were with Click-to-Messenger objectives, and were on Facebook feed, Facebook story, Instagram feed, and Instagram Story. At the end of the year we had a Cost per result less than $0.95 which was 85.4% lower compared to when we started.
An ad is only as good as the sales funnel that takes over when the user clicks on the ad. The supplement brand had a sales funnel set up in Messenger/Manychat, but it wasn’t very good. The text and wording was boring and they had a high drop of rate.
The main problem with this funnel was that it required manual management from the brands Virtual Assistant(s) which cost a lot of money. To solve this problem we created a better sales funnel using conversational copywriting. It had a more friendly voice and tone, with images, Gifs, smileys, and similar to make the journey better for the user. This improved the results by 31%, which also made the performance of the whole campaign better.
To solve the problem with manual engagement I created a fully automated Messenger funnel inside Manychat. I connected the Manychat with the Seller.Tools platform, which I connected to their Amazon store. It allowed them to qualify the user automatically in real time to avoid duplication, scam and fraud, and alway keep track of the number of products available in the store so the right product always was offered to the user. Only in the cases that a customer had a problem or needed help, the support team would jump in and take over the conversation.
We made sure to optimize the customer support team daily management from answering messages in Manychat in an ease.
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