ASRV is a premium men’s sportswear/streetwear brand whose partnership with ADM began in 2022. In the past, ASRV had faced diminishing ROAS whenever they attempted to scale their paid social media investment to the next level. ADM’s Facebook and Instagram advertising best practices are designed to ensure long-term account health and scalability.
Our challenge wasn’t just to set ASRV’s social advertising up for the future by implementing those practices, but to do so without sacrificing any short-term performance. For that, we focused on overhauling their retargeting efforts. By making the client’s retargeting ads as efficient as possible, we would position them to scale spend across their entire account while still hitting or exceeding existing ROAS goals.
Retargeting was vital to the short-term and long-term success of the account. But in the past, ASRV’s retargeting and prospecting lists had commingled.
That meant warm and cold audiences had seen the same ad sets, making it difficult to accurately assess campaign performance relative to the campaign’s intended purpose. ADM rebuilt these audiences to ensure the two were fully separate, and we then segmented the retargeting audience to receive different ad sets based on users’ previous actions (page and post engagement, website visits, cart abandoners, etc.).
Once these retargeting audiences and ad sets were revamped, all retargeting audiences and ads were organized under a single campaign that allowed us to more granularly measure success, turn off underperforming ads, and steer the account toward their ROAS goal.
Combining better campaign structure with daily optimizations, our retargeting approach delivered scalability and sales without sacrificing efficiency. Over a two month period:
- ASRV increased retargeting spend by 101% without losing ROAS—in fact, it increased by 3%
- Revenue from Facebook and Instagram retargeting ads rose by 52%
- Total purchases from Facebook and Instagram retargeting increased by 146%
Increase in non-brand conversions YoY
Improvement in ROAS
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