GlobeIn is a unique subscription box company.
Each box contains handmade jewelry, home decor, and other products, all of which are handmade by traditional artisans from around the world.
The company is dedicated to fighting poverty through job creation and fair wages, and their product revolves around this social message.
While they'd tried out Facebook ads before, they just weren't seeing any real returns from it.
They'd figured out that video worked better than still images, but the audience just wasn't converting.
With a new approach focused on remarketing, GlobeIn was able to breathe new life into their Facebook ad campaign, transforming the ads from a dead end to a key channel for bringing in new customers.
The right offers and the right timing were essential.
Here's what GlobeIn did to start using Facebook's considerable advertising power to its full potential.
What To Offer to Remarketing Audiences?
Simply asking our website visitors, page fans, and video viewers to come back and purchase the box, offers no additional incentive or value to return so, instead, we decided to compose “offers.”
[image source: AdEspresso.]
We used 3 main offers:
- Free product (mug, fans, etc.) with a one-month subscription
- $10 Voucher off an initial month’s subscription
- $20 Voucher off a six-month subscription
We targeted all three offers at the same time and to the same audience.
We have a short window (will explain more in a bit) and we use enough budget where we make sure everyone who came to the site and is on Facebook sees all of the offers quickly.
To do this, we optimized for reach over 3 placements (News Feed, Mobile, Right Hand Column).
The user, now familiar with our brand, could pick the offer that resonated most with them.
It also allowed us to maintain a frequency of 8 (which means on average, the same person saw an ad from the campaign 8 times) – however – they would likely not see the same ad more than 3 times.
[image source: AdEspresso.]
But the real magic behind these great conversions was the offer in tandem with the timing.
Remarketing Audience Timeframes
Keep in mind – the larger your time frame, the larger your custom audience will be. The maximum time someone can be targeted (outside of emails uploaded to Facebook – which is indefinite) is 365 days. For many audiences (like website visitors), it’s shorter: 180 days.
Time frames matter. For promotions, broader time frames are ok. But for us, we wanted a consistent remarketing campaign that targeted users who had GlobeIn fresh in their minds.
We began testing in 3 day time “blocks” to see what audience had the highest ROI:
- 0 – 3 Days
- 4 – 7 Days
- 8 – 11 Days
We found that longer than that resulted in higher frequencies and a higher cost per conversion. And of those time frames, the best cost per conversion was 0-3 days. The longer the time frame, the more expensive the conversions.
We hit an 8X ROI with that time frame.
[image source: AdEspresso.]
*Side note: our cost per conversion are gradually increasing, so we certainly aren’t done adapting the offers and testing here*
The best remarketing audiences for subscriptions were three simultaneous offers to a very fresh audience:
- Engagement 3 Days (page engagement, page visits, and engagement with other ads),
- Website Visitors 3 Days
- 75% Video Views of our Video Ads in the last 3 Days
You can check out the full case study over at AdEspresso.
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