Abby Walker, founder of Vivian Lou, came to work with Hirsh Marketing after trying several different agencies and never finding one that could keep her cost per purchase goal where she needed it to be in order to be profitable.
She was stuck running her own ads because of this and was on the verge of giving up when a friend of hers referred her to Hirsh Marketing.
She decided to give outsourcing her ads one more shot right around Black Friday and The Holidays, her busiest time of year. Let’s just say, she was so glad she did!
Abby’s company sells shoe inserts that help women wear high heels and shoes they love 4x longer without pain. Her product is amazing and we love working with her!
The strategy was pretty simple: sell as many shoe inserts as possible and keep the cost per purchase below $20.
We didn’t have a budget limit as long as we could keep the cost per purchase below our goal so our two objectives were:
Keep the cost per purchase below our threshold
Scale as much as possible, especially during this time of year
30 day campaign
3,149 sales at $16.68 per purchase
Total Ad Spend: $42,707.69
Total Revenue: $186,265.95
**Hirsh Marketing was the first agency to not only scale Abby’s results each month but keep the cost per purchase well below what she was achieving when she ran her own ads**
Constant New Ad Creative
The main key with ecommerce ads is to constantly be producing new copy, imaging and video ad variations to stay on top of the cost per purchase.
Our team was pushing out new creative every 3 days for this account to keep it fresh and have a replacement for when something stopped converting. This allowed us to keep that cost per purchase below our threshold while also not falling behind on scaling the budget.
Utilizing Lookalike Audiences
When you have a larger budget and you’re driving a lot of traffic to specific pages or a website, constantly being strategic with the lookalike audiences you create is very effective in finding new audiences to target and therefore contributing to that overall goal of keeping the cost per purchase below our threshold.
We were consistently coming up with new audiences such as “lookalike audience of people who had initiated checkout”, “lookalike audience of people who had visited the sales page” or “lookalike of people who had engaged with our ad.”
A core part of The Hirsh Process is to retarget specific audiences and be strategic and creative with those audiences and the ads we show them. We created audiences to show ads to people who had abandoned their shopping cart, people who had visited the sales page but hadn't initiated check out and people who had engaged with an ad but not purchased yet.
We then showed all of these audiences specific ads (based off of the user's actions) to try and get them to purchase, this resulted in a very low cost per purchase for these specific audiences, bringing our overall average down.
BEHIND ABBY'S CAMPAIGNS WORKING ON YOUR MARKETING!