Pushed through a plateau to scale revenue 7X in 3 months
This cosmetics startup didn't believe digital marketing could work for them -- they were running at an extremely low scale. After over a year in business, they had tried four different marketing agencies, and none of which had been able to help this partner drive revenue. They came to New Engen for help on Facebook.
New Engen’s Approach
Our team researched niche competitors, influencers and cosmetics interests, ultimately finding success with competitor and lookalike audiences.
This new partner wanted to make up for lost time working with agencies and we aimed to help them succeed as efficiently as possible. Our team began testing into audiences, by launching with their core line of 10-12 products, each in several variations. The engine learns and iterates as we do, so winning with this audience testing strategy informed the development of our audience creation and refinement tools, which empower rapid, broad audience testing.
By our third month, nearly every product was on back order.
After we launched with a creative testing cycle of 3-5 ads each week, we saw results compound. Creative and audience matches emerged, scaled up to daily creative updates, and continued to drive success as new creative optimized on learnings.
By our third month, nearly every product was on backorder. Prior to New Engen, this partner was finding just a few dozen conversions a week, with CPAs well above target. We scaled quickly, drove CPAs to record lows and accelerating growth.
Today, we maintain rapid creative iteration and steady growth on Facebook and Instagram. Our software and our team leverage metrics from Facebook to determine why particular ads and products are successful, informing both creative and bidding strategies.
Product Listing Ads
To better showcase individual products, we started running PLAs in late 2016. We initially launched with their 10-12 products from their core line, some of which have 5-6 different colors and styles. We quickly expanded to all of their 400 products, and allowed our algorithm to prioritize spend for their top products while still capturing additional volume.
We created and organized new shopping campaigns directly from our proprietary technology platform, pulling specific items from our shopping feeds in an intuitive and organized campaign view. The algorithm populated one product or product group without manual product groupings.
We established a shopping hierarchy to optimize bidding and volume. The campaign prioritizes to differentiate between non-branded terms and branded terms, sale items and non-sale items, etc. to help drive efficiency.
We’ve ramped spend, kept the CPA below target, and continue to optimize.
We split out campaigns into branded and non-branded feeds. This has increased efficiency since our algorithm can bid separately for branded and non-branded search queries. In the 10 days after this switch, spend reached record levels while CPAs hit record lows.
A company believed that digital marketing was a dead end, but we dramatically increased revenue 7X in 3 months.
As one of our oldest and most successful partners, we’re continuing to iterate on new ways to showcase their line of products, alongside the most efficient way to connect to the partner’s audiences and gain more customers.
About the Tech
The technology we’ve built for Facebook leverages rapid creative iteration and our bidding engine to fuel growth. As a Facebook partner, the tool allows us to move more nimbly with creative at scale.