When we first met with Sarah and Adam (Marketing & COO @ Smile) the team had primarily grown via Shopify App Store Ads, organic and word of mouth. The team had reached a local maxima on the channels and wanted to scale beyond to meet aggressive growth targets
42's Approach
Facebook, aka Meta, was the primary driver of performance on the Paid Social side because of the large number of e-commerce sellers on the platform. Together with 1P and 3P data & Meta native interests stacks - we were able to achieve a 40% lower cost per install & activation then originally forecasted.
Paid Social
On Meta, the key activities that helped us:
3P audience using Ecommerce Data Providers, LAL audiences and 1P audiences to reach new prospects.
Conversion Tracking setup with the product team to ensure Meta was optimizing for the right outcomes
Creative Testing and Copy / Creative Production
Holistic re-marketing for brand aware audiences to drive down CPI
Paid Search
Before engaging with 42 - Smile had not explored paid search as a performance channel
Launched Category Campaigns for Commercial Intent
Launched Competitor Campaigns for problem aware prospects
Dynamic and Smart Bidding with eCPC to lower cost per activation
Keyword Portfolio of relevant high-volume keywords focused on commercial intent.
Optimized Campaign Structured with Device Bidding Day-parting to reduce wasted spend.
Testing eCPC, Target CPA, Max CPA and Max Impressions bidding.
Highly engaging Ad Copy relevant to Smile, the category, and search intent resulting in higher CTR & relevance scores.
Creative
Creative testing on visuals, formats and the pairing with different copy - we structured a testing backlog to see what sort of ads (video, static or carousels) performed better, and what angles.
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