Acquiring customers for less with Facebook's campaign budget optimization.

City Beach sells fashionable surf, skate and streetwear for women, men and children. The Australian brand started in 1985 with just one tiny shop, just off Queen Street Mall in Queensland. Now with 70 stores throughout Australia, City Beach has created places to hang out while shopping for clothes that aim to represent the best of Australian youth culture and lifestyle.

52%

increase in return on ad spend with campaign budget optimization

$933,000

revenue from campaign that used budget optimization

50%

decrease in cost per online purchase with campaign budget optimization

Strategy

City Beach partnered with digital marketing agency MuteSix to help grow its online customer base through Facebook. While looking for new customers, City Beach found it challenging to maintain a profitable ad spend. Ironically, the challenge stems from what makes City Beach’s brick-and-mortar stores so successful: their broad appeal. City Beach caters to men, women, youth and children, so connecting to the broad swath of potential online customers means that it needs to reach a significant number of different audiences.

The team decided to identify multiple core audiences by interest and demographic. MuteSix then developed creative for multiple ad sets that was designed to appeal to different segments of these audiences. The photo ads in carousel format displayed images tailored to these different audiences with a “Shop Now” call-to-action button.

Instead of spending time divvying up the ad budget among multiple ad sets to various audiences across platforms, the team decided to opt into campaign budget optimization. By selecting this option, the team allowed Facebook to automatically select the best-performing ads for each audience, in real time. And, by choosing automatic placements, the team allowed Facebook to place the ads across Facebook's family of apps and services, depending on where they would perform the best.

"Since launching the new prospecting campaign with campaign budget optimization, we have been thrilled with the results that Facebook has been able to provide us. Optimization is making our prospecting efforts more scalable and is now a part of our go-to prospecting strategy."
- Jenna Lee, Marketing Director, City Beach
City Beach

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