The Problem

Original Favorites (Client) produces SUPIMA® Cotton blank apparel and sells exclusively to wholesale customers. The Client worked with multiple ads agencies and also ran Instagram ads in-house for years before partnering with Meta Gals to create a more intentional ads strategy.

Original Favorites struggled to reach their desired audience on Instagram and convert ad views to sales. They also struggled to effectively track campaign success through meaningful metrics.

The Process

Audience Building

Using historical customer data, Meta Gals created several customer segments within The Client's CRM. Meta Gals then imported these lists into Facebook Ads manager and created lookalike audiences from them. Meta Gals also used Facebook interests to create custom audiences. Meta Gals later A/B tested these audiences against each other to pick a winning audience.

Keyword Research

Meta Gals conducted extensive and ongoing keyword research, consistently updating and expanding OF's keyword repository based on monthly volume analysis and keyword trends. This approach ensured that Original Favorites has maintained relevance within their industry and capitalized on emerging search trends.

Meta Gals carefully monitored the competitive landscape, enabling OF to stay aware of competitors' strategies. By identifying gaps and leveraging untapped keywords, Meta Gals positioned Original Favorites strategically to capture new market segments and strengthen their online presence.

Meta Gals has used these keywords in Google Ads campaign strategies as well.

Google Ads Campaign Configuration

Meta Gals took a hands-on approach to optimize Original Favorites' Google Ads campaigns, implementing a comprehensive strategy to maximize performance. This involved:

Keyword Integration and Continuous Monitoring: Meta Gals meticulously incorporated targeted keywords into OF's Google Ads campaigns, ensuring alignment with user search intent. These keywords were continuously monitored, evaluated, and refined to enhance relevance and drive qualified traffic to the website.

Adaptation for Optimal Performance: By closely monitoring campaign metrics and user interactions, Meta Gals proactively adjusted bidding strategies, ad content, and keyword targeting to optimize performance continuously. This dynamic approach allowed for swift adaptations, ensuring that OF's ads remained highly effective in reaching their intended audience.

Refined Targeting for Enhanced Reach: Meta Gals employed refined targeting parameters, leveraging demographic, geographic, and interest-based data to precisely reach potential customers. This focused targeting helped maximize ad visibility among relevant audiences, driving higher-quality leads and engagements.

Conversion Rate Optimization: Beyond mere clicks, Meta Gals emphasized conversion rate optimization, refining landing pages and ad content to encourage actions that directly impact OF's business goals. This holistic approach aimed to drive not just traffic, but conversions and sales.

Facebook Ads Campaign Configuration

Working closely with the Client, using strict brand guidelines, Meta Gals has curated a wide range of ads including product carousels, brand videos and more recently short-form videos as well.

Meta Gals determined the most meaningful conversion actions for the Client and configured proper tracking of these actions in order to accurately report on cost per conversion and effectiveness of ads campaigns.

Meta Gals has implemented a strategy that allows the Client to track conversions down to the individual level, which has informed ads strategy and allowed for lead-scoring.

Reporting and Adjustments Strategy

Meta Gals employed a reporting mechanism, regularly analyzing campaign performance to fine-tune strategies. This iterative approach enables swift adjustments, ensuring optimal utilization of resources and maximized ROI. Constant monitoring allows Meta Gals to swiftly adapt to market changes and algorithm updates, maintaining campaign effectiveness.

The Results

• Reduced Customer Acquisition Cost: Original Favorites slashed their cost of acquiring new customers by over 50% from 2022 to 2023. This signifies a substantial efficiency gain in their marketing spend.
• Increased Average Cart Size: Comparing 2022 to 2023, there's a noticeable upswing in the average cart size by approximately $120. This signals a more engaged and higher-spending customer base.
• Steady Growth in Wholesale Applications: Original Favorites experienced consistent growth in wholesale applications, maintaining a steady average growth rate of 10% per month. This indicates an expanding market and sustained interest.
• Overall Traffic Surge: Meta Gals' strategies resulted in a significant uptick in overall traffic, marking a 15% increase from 2022 to 2023. This amplified visibility contributed to a broader reach within the target audience.
• Lead Scoring Implementation and Application: The implementation of lead-scoring mechanisms has provided valuable insights into customer behavior, enabling targeted and personalized approaches in marketing campaigns.