Trailing Petunia Facebook Ads Case Study
Trailing Petunia Bulk Seeds offers a wide range of high-quality flower seeds, including petunias, cucumbers, and other seasonal blooms. Their mission is to provide bulk seed options for gardeners and businesses, delivering premium products that ensure vibrant, healthy growth. With a focus on customer satisfaction and plant health, Trailing Petunia Bulk Seeds has been steadily expanding its online presence.
To further their digital marketing efforts and drive traffic to their website, Bluetech IT Services partnered with Trailing Petunia Bulk Seeds to run a strategic Facebook Ads campaign. Our goal was to boost their online visibility, generate sales, and increase brand awareness within the gardening community. By employing targeted audience segmentation and continuous campaign optimization, we ensured the best possible results.
Boosting Conversions
A Facebook Ads Success Journey
Project
Trailing Petunia
Industry
Lawn/Garden
Product/Service
Flower and Vegetable Seeds
Primary Objective
Trailing Petunia's Brand Awareness, Promoting the Brand, and Increasing Website Traffic.
Previously, Trailing Petunia Bulk Seeds had been running Facebook ad campaigns, but the performance wasn’t as strong as it should have been. Bluetech IT Services reviewed its current strategy and reworked the campaigns. Our first step was to create traffic campaigns focused on increasing brand awareness and driving targeted traffic to their website. This approach was aimed at boosting organic traffic and strengthening their digital presence.
Secondary Objective
Generating Sales and Conversions After Brand Promotion.
After the success of the traffic campaigns, our next objective was to generate sales. Once we drove traffic to the website, we created sales campaigns specifically designed to convert website visitors into paying customers. The goal was to promote key products like Lisianthus Seeds - Solo Blue Picotee Pelleted and Dahlia Ruby Black Forest, aiming to maximize return on ad spend (ROAS)
Challenges and Approach
Trailing Petunia was looking to drive targeted traffic to their website and increase conversions through Facebook Ads. The main goal was to maximize returns on ad spend and generate high-quality leads within a one-month timeframe.
The Solutions
To address these challenges, BlueTech IT Services implemented a well-planned Facebook Ads campaign for Trailing Petunia that included:
- Building an initial audience by focusing on brand awareness ads to introduce the company to potential customers.
- Shifting the focus to conversion-driven ads after the brand awareness phase to generate sales and increase return on investment.
- Monitoring and optimizing ad performance daily to maximize results and continuously enhance the campaign's efficiency.
Strategy
Targeted Ad Campaigns for Popular Products
Although Trailing Petunia Bulk Seeds had existing campaigns running, they were primarily promoting posts and not running fully optimized campaigns. As a result, these campaigns were not performing as effectively as they should have. To address this, we implemented our strategic approach to improve the performance.
We started by focusing on their popular product, Lisianthus Seeds, which had the highest potential for engagement and conversions. Instead of just promoting posts, we created a proper traffic campaign specifically targeting this product. This allowed us to drive more qualified traffic to their website, ensuring that their top-selling products gained the visibility they deserved.
We ran the campaign across Meta's entire audience network, with a carefully planned budget and bidding strategy, to maximize reach and engagement. By strategically targeting this high-demand product, we significantly increased website traffic, laying the groundwork for future conversions and sales. This approach not only promoted the brand but also created a strong foundation for achieving long-term growth.
Lisianthus Campaign Performance Overview
Total Ad Spend
$210.01
Total Impressions
49,970
Total Reach
29,832
Total Link Clicks
2,025
Click-Through Rate
7.17%
Total Sales
$62.04
The campaign achieved a CTR of 7.17%, which is significantly higher than the industry benchmark of 2% to 5% for Facebook Ads. This clearly indicates strong engagement from the targeted audience, as they were not only viewing the ads but actively clicking on them to learn more about the product.
The campaign generated 49,970 impressions, ensuring high visibility for the product across Meta's audience network. This reach translated into 29,832 unique users, highlighting that the campaign successfully introduced the product to a broad audience. Furthermore, the 2,025 link clicks demonstrate an active interest in the product, with users visiting the website to explore it further.
Key Results of Trailing Petunia’s First Traffic Campaign
Total Conversions: 2 Purchases
The primary goal of the campaign was to increase reach and drive traffic to the website, which it successfully achieved. The campaign also generated 2 sales, showcasing its ability to convert interest into action, even with its primary focus on driving traffic.
This performance highlights the effectiveness of the strategy and its potential for even better results. With further optimization and an increased budget, the campaign can drive higher engagement and significantly improve sales performance.
Sales and Return on Ad Spend (ROAS)
Total Sales: $62.04
Return on Ad Spend (ROAS): 0.31%
While the current ROAS is on the lower side, the following factors contributed to this result:
Limited Budget
- A smaller budget restricted the campaign's overall reach and performance.
- Suggestion: Gradual budget increases can expand the campaign's reach, leading to better results and profitability.
Product Price vs. Ad Spend
- The product's lower price compared to the ad spend affected profitability.
- Suggestion: Bundling products or offering upsells can increase the Average Order Value (AOV), leading to improved ROAS and better overall campaign performance.
Cost per Click (CPC)
- CPC: $0.10
- The campaign’s Cost per Click of $0.10 reflects its efficiency in driving traffic at minimal costs, making it highly cost-effective. This indicates that the targeting strategies and ad creatives resonated well with the audience.
The campaign’s one-month performance highlights the success of our strategic targeting and optimization effort.
Benchmark Comparison
Our Lisianthus Seeds campaign achieved remarkable success due to the well-planned strategies and optimizations implemented throughout:
Cost Per Landing Page View (CPLPV)
Campaign CPLPV: $0.10
Industry Average CPLPV: $0.36
As highlighted in the benchmark report, our Lisianthus Seeds campaign outperformed similar ad sets in the same category:
- The Cost Per Landing Page View (CPLPV) for this campaign was $0.10, which is 71% lower compared to the average CPLPV of $0.36 for similar ad sets.
- This significant cost-efficiency indicates that our campaign is not only highly optimized but also achieving cost-efficient engagement while surpassing the performance of 289 peer ad sets in the Household Goods - Non-Durable category.
- The data reflects that our strategic approach and optimization efforts are yielding better performance than the competition.
Performance Summary: Lisianthus Seed Campaign
Over the course of one month, the Lisianthus Seed campaign demonstrated outstanding performance, achieving notable engagement and cost efficiency. Here's a breakdown of the key metrics and highlights:
Click-Through Rate (CTR)
Achieved an impressive 7.17%, well above the industry benchmark of 2% to 5%, reflecting exceptional audience engagement.
Cost Per Click (CPC)
Maintained a highly efficient CPC of $0.10, ensuring that traffic was driven at minimal cost while maximizing ROI.
Reach and Impressions
Successfully reached 29,832 people, delivering 49,970 impressions. This extensive visibility laid the foundation for building brand awareness and driving interest in the product.
Clicks and Engagement
Recorded 2,029 clicks and 49,871 views, effectively generating significant website traffic and showcasing strong interest from potential customers.
Budget Efficiency
Delivered these results with a total ad spend of $201.36, showcasing excellent budget management and the ability to achieve optimal outcomes within a controlled budget.
Conversions and Sales
While the campaign was primarily traffic-focused, it also generated 2 direct sales, resulting in total revenue of $62.04. This demonstrates the potential for conversions even with a traffic-oriented strategy.
Key Insights:
The Lisianthus Seed campaign not only achieved its primary goal of driving traffic but also delivered unexpected sales, highlighting the effectiveness of the targeting and creative strategies employed. These results showcase how a well-executed campaign can balance both visibility and conversion potential, even on a limited budget.
With further optimization and a strategic shift toward sales-focused campaigns, the potential for even greater results is substantial. This performance serves as a strong foundation for scaling efforts and driving higher profitability.
Taking It Further: Second Traffic Campaign Success for Dahlia Ruby Forest
Dahlia Black Forest Ruby Campaign Overview
Total Ad Spend
$174.04
Total Impressions
44,915
Total Reach
31,462
Total Views
44,966
Total Purchases
10 Purchases
Click-Through Rate
2.54%
Building on the momentum of our first successful campaign, we launched the second campaign focused on the Dahlia Black Forest Ruby product. The campaign delivered impressive results in a short period, reflecting the effectiveness of our tailored strategies and targeted approach.
Within the campaign's duration, we achieved the following:
- Total Impressions: 44,915, ensuring high visibility across key audience segments.
- Total Reach: 31,462, effectively engaging a wide and relevant audience.
- Total Views: 44,966, showcasing strong user interest and interaction.
- Total Purchases: 10 conversions, indicating the campaign's ability to drive actionable results.
- Click-Through Rate (CTR): 2.54%, reflecting solid audience engagement and alignment with campaign goals.
This campaign was executed with a total ad spend of $174.04, achieving an efficient balance between cost and performance. The results underline the success of our strategy in driving both traffic and conversions while maintaining affordability for the brand.
Key Results of Trailing Petunia’s First Traffic Campaign:
Total Conversions
10 Purchases
Cost per Conversion (CPA)
$17.40
Meta Purchases (Facebook)
$207.08
According to the report, the average order value (AOV) is currently between $20 to $26. If their AOV were slightly higher, it would have positively impacted sales, resulting in better overall performance and an improved ROAS.
Strong Performance with Limited Budget: Dahlia Black Forest Ruby Campaign
The second campaign for the Dahlia Black Forest Ruby product delivered notable results despite starting with a modest budget. Initially launched with a daily budget of just $5, it achieved 10 purchases within 20 to 25 days. Seeing the positive performance, we increased the budget to $10 per day.
For a sales campaign, this budget is considered relatively low, yet the campaign consistently generated sales, demonstrating its effectiveness. The cost per conversion (CPC) was $17.40, which is a solid result for the budget.
With additional time and further optimization, we could have refined our strategies to bring the CPC down even further, potentially reducing it to $10 or less while maintaining a consistent sales rate. This highlights the campaign’s potential for even greater efficiency and ROI with more extended periods of optimization and strategy adjustments.
Overall Performance
In sales-focused campaigns, the Click-Through Rate (CTR) is typically on the lower side as the primary goal is driving conversions rather than just clicks. However, our CTR of 2.54% is still a strong performance indicator, demonstrating effective ad targeting and engagement.
With 10 purchases generated from this campaign and a total reach of 31,462, the results indicate that our ad strategy is successfully converting impressions into meaningful outcomes. This highlights the efficiency of our approach, even within a sales-focused framework.
Targeting: Audience Insight
Top Audience Demographics:
- Age Group: 18 to 65+
- Gender: Male, Female, and Unknown [All categories]
- Location: USA
At the outset, our traffic campaign was designed to target a broad audience ranging from 18 to 65+ years old. This approach allowed us to maximize reach and engagement, helping us gather valuable insights about audience behavior. The goal was to build a foundation of visibility and interaction across all age groups.
Strategic Adjustment for the Sales Campaign:
Once the initial traffic campaign provided sufficient data, we conducted a detailed analysis to identify the audience segments with the highest purchase intent. Our findings revealed that while the broader audience engaged well, individuals aged 25+ exhibited significantly higher purchase intent.
To optimize our sales campaign, we implemented a targeted strategy
- Refined Age Group Targeting: We shifted our focus to a more specific audience segment, targeting individuals aged 35 to 65+, who demonstrated stronger buying potential.
- Budget Efficiency: By narrowing the audience, we ensured that the campaign budget was allocated effectively, avoiding unnecessary spending on segments with lower conversion probabilities.
- Enhanced Results: This adjustment not only improved the campaign’s overall efficiency but also aligned with our goal of driving sales while minimizing wasted ad spend.
This strategic evolution from a broad traffic campaign to a precisely targeted sales campaign highlights our ability to adapt and optimize based on data-driven insights. It showcases our focus on maximizing ROI by understanding and catering to the right audience at the right stage of the campaign.
Strategy Implementation
The success of our campaigns hinged on carefully planned and adaptable strategies tailored to meet specific goals. Here's how we implemented these strategies step by step:
Broad Targeting for Initial Engagement
For the traffic campaign, we adopted a broad targeting approach, focusing on all age groups (18 to 65+), to gather insights and maximize initial reach and engagement.
Analyzing Campaign Performance
Using the insights gained from the traffic campaign, we identified key audience segments that showed the highest engagement and purchase intent. This data informed our next steps.
Refined Targeting for Sales Campaign
Based on the analysis, we narrowed our focus to a specific age group (35 to 65+) for the sales campaign, ensuring better alignment with the target audience’s purchase behavior.
Budget Optimization
The budget for the initial traffic campaign was set low to test the waters, and it was gradually increased as the campaign showed positive results. This phased approach ensured efficient use of resources while scaling up effectively.
Creative and Copy Adjustments
We tailored ad creatives and messaging to resonate with the refined target audience, focusing on their preferences and interests to improve engagement and conversions.
Constant Monitoring and Adaptation
The campaigns were closely monitored to identify opportunities for further optimization, ensuring sustained performance and consistent sales.
By implementing this structured, data-driven strategy, we were able to not only drive traffic but also convert it into meaningful sales, achieving measurable success while setting the stage for future growth.
Conversion Performance Overview
As shown in the screenshot, the campaign delivered solid performance across multiple conversion actions. The attribution settings of 7-day click, 1-day view, or 1-day engaged view, and 7-day click or 1-day view helped us measure these actions effectively.
Key conversions include
The campaign results showcase its ability to effectively engage the audience and drive meaningful actions:
10 Purchases (Meta and Website)
This metric reflects the campaign’s success in converting engaged users into paying customers, achieving tangible sales despite a modest budget.
290 Website Adds to Cart
A strong indicator of user intent to purchase, with 290 users taking the crucial step of adding items to their cart. This shows significant interest in the products promoted.
13 Website Checkouts Initiated
Demonstrates high purchase interest, with users progressing further along the sales funnel by starting the checkout process.
174 Website Searches
Highlights user exploration, with 174 searches indicating active interest in finding specific products on the website.
868 Website Content Views
Reflects excellent engagement, as 868 users interacted with the website content, signaling a strong connection with the campaign’s messaging and visuals.
79 Meta Adds to Cart
Indicates users engaging through Meta platforms by adding products to their cart directly from the ad, enhancing the overall shopping experience.
418 Meta Content Views
Represents the campaign’s ability to capture attention on Meta platforms, driving significant traffic to product pages.
15 Meta Checkouts Initiated
Another key metric indicating users taking steps to complete their purchase directly from Meta platforms.
28 Meta Adds to Wishlist
Shows that users are bookmarking products for future consideration, pointing toward sustained interest and potential future sales.
These results demonstrate the campaign’s effectiveness in not only driving traffic but also engaging users at various touchpoints of the purchase journey. With consistent monitoring and optimization, further improvements in cost per conversion and purchase intent can be achieved.
Results
Exceptional Cost Efficiency in Traffic Campaign
Our Traffic Campaign achieved an exceptionally low Cost-Per-Click (CPC) of $0.10, which is 71% lower than the industry benchmark for the Household Goods - Non-Durable category. This performance surpassed 289 peer ad sets in the same category, demonstrating our superior optimization and audience targeting strategies.
Sales from Traffic Campaign
Although the primary objective of the traffic campaign was to drive engagement and visits, our innovative strategies ensured we also generated sales directly from the traffic campaign. This highlights the dual effectiveness of the campaign in building both awareness and conversions.
Sales Campaign Performance:
Our Sales Campaign delivered tangible results:
- Generated 10 purchases, resulting in $207 in revenue, highlighting the campaign’s effectiveness in driving direct sales.
- Despite starting with a modest daily budget of $5, later increased to $10, the campaign achieved consistent sales with an impressive Cost Per Conversion (CPC) of $17.40.
- If given additional time for further optimization, we estimate reducing the CPC to $10 using advanced strategies and refined targeting.
Impactful Metrics Across Campaigns
Conversions Achieved
290 Website Adds to Cart and 79 Meta Adds to Cart, showcasing strong user interest and intent.
13 Website Checkouts Initiated and 15 Meta Checkouts Initiated, validating the smooth transition through the sales funnel.
Impactful Metrics Across Campaigns
Conversions Achieved
- 290 Website Adds to Cart and 79 Meta Adds to Cart, showcasing strong user interest and intent.
- 13 Website Checkouts Initiated and 15 Meta Checkouts Initiated, validating the smooth transition through the sales funnel.
Engagement and Visibility
- 418 Meta Content Views and 868 Website Content Views, reflecting high product exploration.
- 174 Website Searches and 28 Meta Adds to Wishlist, highlighting continued user engagement and potential future conversions.
Strategic Insights
Our first campaign's Traffic Campaign was not only designed to maximize reach and engagement but also generated direct sales due to our strategic planning and execution. Following the performance analysis, we shifted focus to a Sales Campaign with optimized audience targeting, which significantly enhanced purchase intent and drove revenue.
This cohesive approach ensured that every dollar spent contributed to measurable outcomes, aligning with client goals and surpassing industry standards.
Lesson Learned
Key Takeaways
The key lesson from these campaigns was to thoroughly comprehend the brand and its needs before diving into direct sales initiatives. Our analysis revealed that enhancing brand awareness was the top priority for this client. Initiating a sales campaign without addressing brand awareness first would not have yielded the expected outcomes. By prioritizing a brand awareness campaign, we created the essential groundwork for future achievements.
This method emphasized the importance of thoroughly grasping the brand's requirements and adjusting campaigns to fit. After establishing a solid foundation through impactful brand awareness, we diligently tracked the campaign's performance. We proceeded with launching a successful sales campaign only after seeing favorable outcomes from our Traffic campaign. This strategy of comprehension, observation, and incremental scaling led to improved results and enhanced ROI.
Conclusion
This case study of the campaigns illustrates the effectiveness of a strategically designed and data-informed marketing method. Beginning with a Traffic Campaign focused on boosting engagement and expanding reach, we attained outstanding outcomes, such as a CPC of $0.10 (which is 71% below industry averages), while also generating direct sales, showcasing the adaptability of our approach.
The subsequent Sales Campaign further solidified our efforts, delivering $207 in revenue from 10 purchases while maintaining a cost-effective budget. Through continuous analysis and strategic adjustments, such as refining the target audience to focus on the 35 to 65+ age group, we ensured every campaign was optimized for maximum ROI.
Key achievements, such as 290 Adds to Cart, 174 Website Searches, and 868 Website Content Views, underscore the effectiveness of our holistic approach in driving engagement, fostering user interest, and generating revenue.
This case study showcases how our strategic blend of audience insights, budget optimization, and goal-specific campaigns not only surpassed industry benchmarks but also created a measurable impact for the client, setting the stage for continued success in future marketing initiatives.
