We prioritized the following topics right at the start of our collaboration:
Reporting
The foundation for a controlled optimization process is a clean data basis. To analyze the results of our campaigns, we implemented precise reporting that integrates various data sources (Facebook Ads Manager, Google Analytics & shop data). For this, we created a custom pivot table that consolidates all data in a clear, organized way.
Targeting
The specific objective for ARMEDANGELS: Increase the number of new customers. To boost the conversion rate of our campaigns, we placed great importance on a clean exclusion of existing customers.
Attribution Window
Last-click attribution via Google Analytics serves as the basis for evaluating ARMEDANGELS' performance. To determine which attribution window in the Facebook campaign settings has the greatest incremental impact on last-click performance, we set up a dedicated test. The result: We see the highest share of last-click purchases via the 7-day-click attribution while maintaining low CPMs and strong CTRs.
Dynamic Product Ads
In addition, the DPA (Dynamic Product Ads) campaigns were optimized, as they were identified as one of the biggest revenue drivers. Specifically, we grouped products into sets based on criteria like top-sellers or gender and tested them against each other. The top performers were then scaled significantly.
Testing Roadmap
The use of a strategic testing roadmap has proven particularly effective. This involves testing various hooks and angles against one another.
In the case of ARMEDANGELS, for example, we tested lifestyle images against product images. This allows us to see in a direct comparison what works for the brand. For ARMEDANGELS and fashion brands in general, we can conclude: Ads with a product focus perform best.
