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Integrated Paid Social & Funnel Strategy Drives Sales for ABW Appliances
- Content Marketing
- Organic Growth
- Audience Engagement
- SEO Optimization
ABW Appliances, a leading provider of premium home appliances, offers a wide range of high-quality products, including their popular cordless vacuum models. With a focus on performance and innovation, ABW Appliances has become a trusted name for consumers seeking reliable and efficient home appliances. As the brand looked to expand its online sales, they needed a strategic approach to drive more traffic, optimize ad spend, and create a better funnel to convert visitors into loyal customers.
Challanges
- A lack of varied creative assets led to ad fatigue, causing increasing costs per click (CPC) and lower return on ad spend (ROAS).
- Existing creatives weren’t optimized for traffic-driving campaigns, limiting their ability to engage potential customers at various stages of the buying journey.
- ABW Appliances lacked a comprehensive sales funnel to guide customers from awareness to conversion, hindering their ability to capture leads and drive sales efficiently during key sales periods.
Our Approach
Choose Marketers provided ABW Appliances with a holistic strategy, combining paid media, funnel building, and website development to achieve their objectives:
- Funnel Building & Sales Optimization
We developed a comprehensive sales funnel designed to capture leads and guide them through their purchasing journey. By creating highly-targeted landing pages with clear CTAs and personalized messaging, we ensured that visitors from both traffic and sales campaigns were directed to relevant product pages. This funnel also featured automated email sequences to nurture leads and drive conversions. - Paid Media & Campaign Strategy
We launched two main paid campaigns to address ABW Appliances’ needs:- Sales Campaign: Focused on driving conversions, with a bid strategy designed to maximize purchases while gathering insights for future optimizations. We used high-conversion ad creatives that incorporated trust signals (e.g., product reviews) to build confidence and encourage immediate purchases.
- Traffic Campaign: Geared towards driving traffic during key sale periods, with ad creatives aimed at users higher up the funnel. These included engaging video ads and user-generated content (UGC), designed to introduce the product in an engaging and informative way. This helped capture interest and drive traffic to the site.
- Sales Campaign: Focused on driving conversions, with a bid strategy designed to maximize purchases while gathering insights for future optimizations. We used high-conversion ad creatives that incorporated trust signals (e.g., product reviews) to build confidence and encourage immediate purchases.
- Creative Strategy & Asset Optimization
We worked closely with ABW Appliances to create fresh, optimized creatives for both campaigns. After reviewing top-performing ads and competitor activity, we produced new creatives with varied formats, such as UGC, product demonstrations, and video content. This strategy allowed us to test different concepts and continuously optimize towards the best-performing assets, ensuring maximum engagement and efficiency.
4. Website Development & Conversion Rate Optimization
In addition to the paid media strategy, we optimized the ABW Appliances website to improve its conversion rate. We built landing pages that were tailored to the different stages of the sales funnel, ensuring that each page provided relevant content, social proof, and a smooth, easy-to-navigate experience for potential buyers.
Results
- 13,399 clicks were generated from the traffic campaign at a CPC of $0.17, bringing high-quality traffic to the site.
- 20% lower CPA was achieved from the new creative assets launched across the sales campaign, significantly reducing the cost of acquiring each customer.
- 16% higher ROAS was achieved from the sales campaign, demonstrating the efficiency of the new ads and creative strategies.
- 30% lower CPC was achieved with the UGC assets launched across the traffic campaign, which resonated well with the target audience.
- 51% higher CTR from UGC assets in the traffic campaign, resulting in better engagement and visibility.
- Exceeded ROAS target from purchase campaigns, overachieving by 2%, showcasing the success of our approach.
