In this case, we will show you an example of an e-commerce furniture store that spent more than $1,500 a month on its social campaigns, and the return on investment was 0. This company specialized in niche furniture style, and the average order cost at that time was about $ 900.

Tactical mistakes uncovered during the audit of this furniture company:

• Not transitioning from high-funnel to low-funnel campaign objectives
• Running only 2 ads
• Defining the audience too broadly
• Letting the frequency rate get too high
• Using a default setting of ‘Link Clicks’ for a traffic campaign
• Not setting up URL tags

Then, you’ll see the exact process which was implemented to increase Artisan’s ROAS from 0 to 35.5 in just 4 months.

To fix store’s mistakes we used “See, Think, Do” strategy

Previously, the company spent 74% of its budget on an engagement campaign. This can be useful during the general search at the "View" stage, but without narrowing the audience and showing new ads at the "Think" and "Do" stages, they will not be able to get the desired conversions.

First came the kick-off with a reach campaign. The reach campaign helped to get the brand in front of the eyes of a broader audience of potential customers they were high in the funnel.

In parallel to the reach campaign, a video view campaign was also launched as another element of general prospecting and effort to gain brand recognition with the new audience. This allowed to build some awareness of the store and also begin narrowing down the audience for the ‘Think’ phase of our campaign.

Whereas before our store was running their engagement (‘See’ phase) and traffic (‘Think’ phase) campaigns with essentially the same audience, the information gathered in the ‘See’ phase was used to update and refine the audience for the ‘Think’ phase. So when it was time to run the traffic campaign, after the success of the reach and video view campaigns, the leads visiting Artisan’s site were significantly more qualified.

By the time of entering the ‘Do’ phase with the conversion campaign, the audience was already familiar with the brand and the products, and they were that much more prepared to take the action the company was looking for: to make purchases of their unique furniture.