Bezels & Bytes: Growing A Start-Up Jewelry Accessory Brand Over 300% Through The Fall Line Digital Facebook Funnel Strategy™
When Bezels & Bytes came to us, they were spending money on Facebook and getting average results.
As a busy small business owner, Melissa K. found herself with just about a million and one things to do, and optimizing a Facebook ads strategy feel to the bottom of the list. After trying other ad agencies and trying to run the ads herself, she almost settled for average results.
We knew we could free up Melissa's time while we exploded her sales and start-up to the next level.
HOW WE HELPED
A lot of work went into optimizing this brand’s accounts, much more than we can put in this case study.
But if we had to pick the handful of changes that gave us the most outsized results, we would narrow it down to these three big changes:
1. Developing Copy That Converts
2. Applying the Fall Line Digital Facebook Funnel Strategy
3. Digging Into Technical Opportunities To Optimize Ads
300% Increase in Purchases
333% Increase in Purchase Value
“Every time I wanted to execute a Facebook ad campaign, it took me hours to learn the Facebook ad platform and figure out formats and targeting,” she said. “I didn't have the time to learn the details to test and optimize creative, targeting, and format. When I started working with Fall Line Digital, I realized there was even more I didn't know. Fall Line implemented a much more sophisticated targeting and creative strategy that increased our ROI by over 300%!”
Melissa likes to give us credit, but we also like to give credit where it’s due. The fact that Bezels&Bytes was a beautiful product, solving a big problem for Apple Watch users, and their desire to want something more than a rubber watch band, set Bezels&Bytes up for ultimate success.
There are some really important lessons to be learned here. Like how to change your copy and creative to match the price point of your brand, how to use a full-funnel strategy to convert a cold audience and how Facebook and Instagram ads should never be “set-it” and forget it.
Proven Strategy #1: Write copy that converts
Bezels&Bytes entered a competitive space of jewelry watch bands, and their price point was much higher than many of their competitors. Being that Bezels&Bytes is a luxury brand, we knew we needed copy that was spot on or our target audience wouldn’t “buy it.” The copy we developed was laser focused on the empowered working-woman and pushed Bezels&Bytes to think about their brand in a new way.
Proven Strategy #2: Using A Funnel Strategy To Convert A Cold Audience
When Bezels&Bytes had used other agencies or tried to run ads themselves, through our free campaign audit, we discovered a huge hole in their strategy. They were not using Facebook’s advanced targeting (1) target a cold audience most likely to convert and (2) retarget their low funnel prospects effectively. With our proven funnel strategy, we were able to explode Bezels& Bytes’ return on ad spend from 3.5X to 12.56X.
“When I worked with other social ad companies, the ROI was similar to what I produced on my own. There was an initial set up, with little follow-up or optimization beyond what Facebook does automatically. It didn't feel like a partnership in any way. In contrast, Fall Line Digital dug into our Facebook interface, figured out technical issues, created message they thought would perform, and continually optimized our ads by understanding our business priorities and our customer.”
Proven Strategy #3: Digging Into Technical Issues To Optimize Ads
Facebook advertising campaigns are a lot like building a house. The first thing you need to do is build a strong foundational structure. This means installing your Facebook pixel, standard events, custom conversions and organizing and creating your custom audiences and look-a-like audiences in an organized way. This is where most people get lost. We were able to dig into Bezels&Bytes standard event and troubleshoot technical issues so that low funnel retargeting as worked properly. Before we fixed these issues, there was a lot of money being left on the table. The results were low funnel ads that converted at 18X.
“I can focus on other parts of the business, now that I trust Fall Line to focus on customer acquisition. Fall Line takes ownership of the results and optimizes throughout the campaign.”
In Hindsight, We Could Have Done These Things Even Better…
We don’t want you to get the impression that we’ve always do everything right at Fall Line Digital.
We’re incredibly good at Facebook and Instagram ads. As good as you’ll be able to find anyone else in the world. We’re laser focused on e-commerce and always learning from the accounts we work on, strategies that can help other accounts.
But we are human and we’re always improving and learning. We feel it’s important to be honest about this because our thirst to be better is never ending which is why we're a long term partner. Here are two additional things we would have done from the begining, that we’re now doing for other brands:
Increase ad spend and scale campaigns. At the 17X we got Bezels & Bytes there was money being left on the table. When you narrowly focus on return on ad spend (ROAS), you don’t give yourself the opportunity to get the most amount of incremental sales as you increase your budget. We would have applied our scaling rules to increase spend as long as we were hitting a certain ROAS to generate even more revenue. A high ROAS is great, but even better is a maintainable ROAS + incremental revenue.
Deploy an up-sell strategy to recent purchasers. With clients similar to Bezels&Bytes (e-commerce / apparel), we’ve tested a strategy where we target recent purchasers with an upsell offer, and the results have been outstanding. Recent purchasers are low hanging fruit because they’re already very familiar with your brand, but they also shouldn’t be abused as they just purchased your product, and might appreciate a breather from the ads. This strategy is worth testing from the beginning as we’ve seen above average results while maintaining high ad scores for similar clients.
Some of the things we did for Bezels&Bytes were relatively small changes - changing the ad copy to be more targeted, testing more than one piece of ad content and digging into the pixel events to prevent mis-firing issues. While other changes were a bit more dramatic like restructuring ad campaigns into our funnel strategy.
Many busy small business owners who are trying to grow their business through e-commerce don’t understand the opportunity they’re sitting on. They fumble through the steep learning curve that is digital advertising and settle for average results. It shouldn't be this way.
We’ve put an immense amount of effort into specializing on growing e-commerce startups, and when we bring on new clients we're able to hit the ground running and get you the results you deserve. Don't settle for average.