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📈 The business challenge

One of Azeron challenges we were aiming to solve was to sustain ROAS over 3.0. Meaning for every €1 ad budget investment we needed to generate €3 in revenue.

As a complex manufacturing product the challenge not only lies within advertising. It takes talented team to manufacture each device, which meant that sales volume had to be sustained and grown periodically as the business expanded and new employees joined.

The opposite is true as well - sales volume had to be sustained so manufacturing efforts and teams can progress rather than be laid off.

As for every business they needed to find a balance between expanding manufacturing and sustaining profitable sales performance. 

🚦 Marketing challenges

  • Product market fit

    For such a unique product the challenge was to make it simple enough for customers to understand and see its true value.

  • Low conversion rate

    Because the product is challenging to understand not everyone was ready to spend €200+ to “Try” the product.

  • High customer acquisition cost

    High CAC comes hand in hand with finding product market fit and low conversion rates as well as advertising costs. At first CAC was within product price range, approx €200.

  • ROAS 3.0+

    Sum of all challenges lead to ROAS below 3.0 which had to be improved for business to be sustainable long term.

🤓 The solution

TOF, MOF & BOF

For each campaign type we tailored ad budget, audience targeting, contextual creatives and ad copy.
By dividing campaigns in 3 levels we were able to precisely monitor and analyze each audience performance. It allowed us to optimize campaigns, budgets, targeting, placements, creatives and copy for the best performance.

  • TOF, Top of Funnel Campaigns

    This campaign was specifically designed to advertise to 100% new people, people who have never seen the product. This way we were able to ensure steady new traffic flow to the website as well as tailor our creatives and copy in a way to attract new potential customers.

  • MOF, Middle of Funnel Campaigns

    This campaign was specifically designed to communicate with an audience who has engaged with an ad, watched a video or visited a website, but did not make a purchase. This approach provided us with the opportunity to re-engage (Retarget) users who have shown interest, but for some reason did not make a purchase.

  • BOF, Bottom of Funnel Campaigns

    We call this “Low hanging fruit 🍒” campaign. This campaign was specifically designed to communicate with an audience who started the checkout process (Added to cart, visited Checkout), but did not purchase. We knew that people who have come thus far in the marketing funnel are very interested in the product, but they need a little push to make a decision to buy.

🦾 3 step campaign strategy brings edge

  • A/B testing

    Easily conduct A/B tests for targeting, ad creatives and copies. This allowed us to match winning audiences with winning ad creatives and copy.

  • Market expansion

    Winning TOF campaign  settings, ad creatives and copy could be easily replicated in other countries without wasting budget on new tests. Once we found a winning combination we could easily take it to a new market.

  • Exiting "Learning Phase"

    High converting ad sets exited“Learning Phases” faster and cheaper. This improved overall account performance which allowed us to buy higher quality traffic and gain more sales within all funnel levels (TOF, MOF, BOF).

  • Optimizing the right thing

    With a 3 step campaign approach we were able to analyze TOF, MOF and BOF campaign, ad set and ad performance separately. This way we were able to identify high and low performance ads and audiences, and accordingly manage budgets across the campaign types. For this strategy to work smoothly we planned a strong "Go To Market" strategy first to acquire new traffic which would then lead to building high quality retargeting audience lists.

  • Selling with ease

    With our 3 step campaign formula, we were able to show specifically tailored contextual ads to specific audiences which lead to higher CTR%, lower CPC and CAC as well as higher ROAS.

    By approaching audience based on their interests and behaviour we were able to capture their attention more efficiently and provide the right offer at the right time making a sale feel natural instead of pushy.

🚀 Gathering results

By dividing advertising strategy into multiple campaigns rather than targeting broad only, we were able to find a break even point on TOF campaigns and generate profit within MOF and BOF levels.

Our actions resulted in

  • ROAS 1.09 for TOF, Top of funnel campaigns
  • ROAS 3.66 for MOF, Middle of funnel campaigns
  • ROAS 8.69 for BOF, Bottom of funnel campaigns - yep, low hanging fruit! 🍒

To this day this approach delivers an average account performance of ROAS 3.0. Which has delivered over €1,666,294.72 in revenue with €546,676.38 ad spend. 

🫡Signing off

Azerons success does not rely only on Facebook advertising efforts alone, that would be silly. To name few reasons why we think they are winning

  • An exceptional product dev. team;
  • Complex manufacturing process;
  • Proper work ethic and employee community;
  • Fast and reliable customer support team;
  • They have figured out how to deliver products to customer doorsteps overseas within 24 hours;
  • Talented teams of designers and photographers;
  • OMNI channel marketing approach;

Their marketing efforts do not stop only at Facebook and Instagram ads, but rather have an OMNI channel approach including email marketing, Google ads, Youtube ads, Influencer marketing, SEO and more.

We are thankful to be entrusted with Meta Ads marketing efforts, and with no joke budget of over €500 000!   

For businesses that are developing and manufacturing, employing hundreds of talented people to deliver the best customer experience it takes not only courage, but also a huge effort both business and marketing wise, we highly respect that. 

Even though together we experienced pandemic, war times and economic slowdowns with all of its challenges we are proud to be able to get through these tough times together. We are very happy to be able to deliver sustainable results throughout these times. We understand the importance of our work that is taking part in fuelling a bigger picture, human lives and emotions, and the business within.

We are very proud that Azeron has chosen us as their partner!

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