insect lore -
paid search, social and video ads
With a £25k ad spend, ecommerce shop Insect Lore saw an ROI of 42% on search ads and 13% on social ads
The Brief
Insect Lore is an ecommerce shop that provides butterfly gardens, butterfly kits, live insects, insect habitats, toys, and gifts for kids. They contacted CFD to increase web-based sales and improve the ROI of paid advertising.
Approach
CFD developed a paid ads strategy that included paid search (Google), video (YouTube) and social (Facebook/Instagram). In so doing, CFD reached new audiences and retargeted those who had previously seen ads and/or were familiar with the brand.
On Facebook there were two campaigns, one aimed at attracting cold traffic through the means of relevant interests in butterflies, homeschooling, nature and home activities. It contained three ad sets with 42 ads. The other campaign was targeted at people who had visited the Insect Lore website but hadn’t completed a purchase. This campaign contained two ad sets with 12 ads.
The main audience quickly depleted, and in response CFD used Facebook’s built-in detailed targeting expansion feature to cover other potentially interested audiences. This was a success, and ads were seamlessly delivered to a wider audience with no sufficient drop in performance.
On Google, the account structure included two campaigns. One was aimed at attracting cold traffic through the means of general butterfly-related keywords. It contained three ad groups with 11 ads. The other campaign was aimed at attracting users who were aware of the Insect Lore brand and were searching for it through brand-related keywords. It contained three ad groups with 11 ads.
Insect Lore’s products were also available on Amazon. For this reason, campaigns were constantly competing with Amazon. To compensate, CFD used updated responsive search ads as well as extended dynamic search ads alongside traditional search methods to make the most out of ads going to the Insect Lore site.
RESULTS
On Facebook, total ad spend was £13,175.14. The ads received 5,793,536 impressions and 39,001 clicks. There were 9,042 unique purchases driven, a 23.18% conversion rate. This is higher than the industry average of 13.58% by 9.6%, which is a significant difference.
These efforts resulted in a return of 12.61x the marketing investment ratio.
On Google, the ad spend was £11,821.07. Ad received 1,204,486 impressions, 111,775 clicks and a 9.28% click-through rate, which is 5.5% higher than industry standard. There were 37,789 unique purchases, a 34.06% conversion rate – far surpassing the industry average of 3.39% by 30.67%.
In total, our efforts resulted in a 42.17x return on marketing investment ratio for Insect Lore: an unparalleled success!