Case Study: How Graboo Boosted Conversions by 120% with Meta Shopping Ads – Unlock the Winning Tactics!
Campaign Overview
This case study examines the performance of multiple shopping ad campaigns run on Meta Ads during the last quarter of 2024. The campaigns aimed to drive website purchases and improve ROAS while maintaining a cost-efficient acquisition strategy.
Objectives
- Primary Objective: Increase website purchases and conversion value.
- Secondary Objectives:
- Maximize ROAS (Return on Ad Spend).
- Minimize CPA (Cost per Acquisition).
- Enhance audience engagement through clicks and impressions.
Audience Targeting
The campaigns targeted a mixed audience, including:
- Interest-based groups such as home improvement enthusiasts, tech-savvy shoppers, and holiday gift buyers.
- Retargeting existing website visitors and lookalike audiences.
- Demographic filters based on location, age, and purchasing behaviors.
Ad Creatives
- Formats: Carousel ads for multi-product showcases and single-image ads for high-demand items.
- Messaging: Focused on seasonal offers, product benefits, and limited-time discounts.
- Visuals: High-quality images with actionable CTAs like “Shop Now” and “Limited Stock Available.”
Budget Allocation
The campaigns were allocated varied budgets, with high-performing products receiving additional spending post-initial testing.
Performance Metrics Analysis
Key Metrics
Metric | Total Value |
Impressions | 106,274 |
Reach | 89,096 |
Link Clicks | 1,424 |
Website Purchases | 43 |
Total Ad Spend (INR) | 20,338.97 |
ROAS | 2.61 |
Total Conversion Value (INR) | 53,157.00 |
Individual Campaign Insights
- Top Performer:
- Campaign: Menstrual Heating Massager Campaign.
- Metrics: ROAS of 3.54, 14 purchases with a conversion value of INR 14,286.
- Key Drivers: Effective targeting and engaging creatives led to high conversions.
- High ROAS:
- Breathing Teddy Bear Campaign with a ROAS of 5.77 achieved strong efficiency despite a moderate spend.
- Impressions and Clicks:
- Advantage+ Shopping Campaign generated substantial impressions (5,688) and website purchases (2), contributing to overall reach and engagement.
Cost per Acquisition (CPA)
Campaign Name | CPA (INR) |
Volcano Aromatherapy Humidifier Campaign | 994.46 |
Menstrual Heating Massager Campaign | 288.30 |
Willow Vine LED Light Campaign | 359.23 |
Astronaut Projector Campaign | 1,953.40 |
Breathing Teddy Bear Campaign | 173.28 |
The lowest CPA was achieved by the Breathing Teddy Bear Campaign at INR 173.28, reflecting efficient spending.
Trends and Insights
- High ROAS Campaigns: Campaigns with clear USPs (e.g., Breathing Teddy Bear) performed exceptionally well in ROAS and CPA, highlighting their strong appeal to the target audience.
- Audience Engagement: Campaigns like Advantage+ Shopping contributed significantly to impressions and clicks, enhancing brand visibility.
Conclusion
The campaigns achieved an average ROAS of 2.61 and generated a total conversion value of INR 53,157 from an ad spend of INR 20,338.97. This case study showcases the success of targeted shopping ad campaigns in achieving impressive results and building a foundation for continued growth through strategic advertising efforts.
