Episode 27: Facebook Ads Case Study - Subscription Fashion Business
Steve and Stewart run through a MuteSix Facebook ads case study for a subscription fashion business.
00:01 Stewart Anderson: Welcome back to the Spend $10K a Day podcast. I'm Stewart Anderson, with me as always, my good friend, Steve Weiss. We are gonna go a little bit in-depth talking about the strategies that we have used to help grow a client we worked with for a few months now, subscription apparel business. Steve, talk to us a little about some of things we've been doing on Facebook to help grow this business.
00:23 Steve Weiss: Yes, this is an interesting case study about how we were able to scale spend by almost 3X and keep the CPA on new customer acquisition on Facebook. This is a subscription apparel brand. I wish I could say the exact name, but out of full disclosure, we can't let anyone know any of their data. We're obviously very thoughtful in what we share and what we disclose. We've been working with this brand for three months. They have an incredible product in the subscription apparel business. One of the biggest pain points, when we took over their account, the first thing we looked at, was how many people they're targeting in their look-a-likes. So if you ever run into a block of growing on prospecting a new customer, always look at very high-level. Go into all your look-a-likes and see how many people you're reaching. What we saw was they had look-a-likes where they were actually reaching 70,000 people and 100,000 people. That's way too small. They were what we call "nesting" too many other targets inside their look-a-likes, so they weren't actually reaching new people. First thing we did, we opened up their look-a-likes. Now, they're reaching two million plus people per look-a-like.
01:36 SW: We expanded the reach in their account to almost 40 million people. We also saw that they weren't excluding some of their website custom audiences, which obviously, if you're doing prospecting campaigns, you always wanna make sure you're excluding all your website custom audiences. 'Cause then, if you don't, you won't reach new users. First thing we did, is exclude website custom audiences. Number two, expand the reach of the look-a-likes. We made sure that we expanded the reach almost immediately. Number three, creative testing. We saw when we opened up the ad sets, that they were only running one to two ads per ad set. I think that's the thing about Facebook, is you need to give Facebook enough of a creative testing strategy to really figure out which creative is gonna work at scale. We added about four creatives per ad set to each one of their top performing ad sets, and we expanded the reach on those ad sets. And those are the three main things we did. We also even started using video, top-of-funnel. We cut up some of their best videos, and we started expanding those videos, and editing them into our best quality ad sets. And within two and a half months, as I said earlier, we scaled spend by almost 3X.
02:49 SA: That's impressive.
02:49 SW: Legitimately. We scaled spend. And the CPA, from a one-day click perspective, we're measuring everything on one-day click, as well as 28-day view. Both from attribution perspective, we're underneath their goal, and we're also underneath their goal in the one-day click conversion. It's been incredible success just leveraging those three things. Remember, number one, making sure that you're targeting enough people in your look-a-like audiences. Number two, making sure you're doing creative testing, three to five creatives per ad set. Number three, excluding all your website custom audiences, top-of-funnel. I know it gets kind of cumbersome when you're excluding look-a-likes as well, what you have to do. I forgot to mention that we also exclude look-a-likes 1% and 2% from our look-a-like 10% audiences. So sometimes we're excluding five different look-a-likes inside of an ad set.
03:44 SA: Yeah. It gets cumbersome. I think it's also worth mentioning too, Steve, that we tripled an ad spend that wasn't exactly small before. They were spending six figures already. So it wasn't a case of tripling $100 to $300, it was a pretty significant ad spend, and we were able to ramp that up pretty rapidly while keeping the CPA under goal. And they had aggressive goals too.
04:10 SW: Oh, yeah, they have aggressive goals around both re-marketing and re-engagement, as well as new customer acquisition, and we just had a lot of success. We haven't been working with them for a while, but in our short time of working with them, we've had just a lot of success really growing their audience on Facebook. And then, I think, it's all about understanding the platform and understanding how to put... And not only from a creative perspective... But also understanding how to leverage different audience segmentation principles. And I think, overall case study, is that you can legitimately scale spend profitably. Three, four, it's totally possible.
04:50 SA: Yeah, it's just about cracking the codes, figuring it out. It's getting all the gears in the right place, so that all of a sudden, when you turn it, they're all moving. And that's what we did here. And we wish we could provide more specific detail [chuckle] about who it is, but we just wanted to share some insights with you, since there's a lot of people who are either working on subscription businesses, doing clothing businesses, or doing the same combination of both as was done here. If you have any questions, by the way, we always say this, if you have any questions about how to run Facebook ads for a clothing business or a subscription business, you wanna reach out to us, you can always reach out to me, Stewart@mutesix.com, S-T-E-W-A-R-T @mutesix.com. And then Steve, a little bit easier to spell, Steve@mutesix.com. We are always here to help with anything you need. We'll be featuring more case studies coming up pretty soon on future podcast episodes. And for today's episode, it was mostly Steve Weiss talking, and then Stewart Anderson, myself, joining. We will see you again very soon.
05:53 SW: Yep. Take care.