insect lore ecommerce -
paid ads on social, search and video

With a £25k ad spend, Insect Lore saw an ROI of 42% on search ads and 13% on social ads

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The Brief

Insect Lore is a UK-based ecommerce shop that provides live caterpillars, butterfly gardens, butterfly kits, live insects, insect habitats, toys, and gifts for kids. They contacted CFD with the goal of increasing web sales and improving ROI through paid advertising.

Approach

Insect Lore campaigns were launched at the start of March and ran for 4 full months. To help them achieve their goals, CFD developed a strategy that included paid search (Google), video (YouTube) and social (Facebook/Instagram). In so doing, CFD was able to create a holistic strategy, reaching new audiences and retargeting those who had previously seen ads. In Facebook, the account structure included two campaigns. One was 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. 
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The main audience quickly depleted, and in response CFD used Facebook’s built-in detailed targeting expansion feature to cover other potentially interested audiences and increase the campaign’s effectiveness. Facebook algorithms learned enough to continue advertising seamlessly to the 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.
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Insect Lore’s products were represented on Amazon, which was utilizing both search and shopping ads. 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 the ads.

RESULTS

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Since ads were launched, CFD spent £13,175.14 on Facebook and received 5,793,536 impressions. There were 39,001 unique people, who decided to click on the ads. This is about a 0.67% click-through rate, which is insignificantly 0.06% lower than the industry average (0.73%).  There were 9,042 unique purchases driven, which is about a 23.18% conversion rate. This is higher than the industry average of 13.58% by 9.6%, which is a significant difference. There were some other metrics that fall within the industry average or higher as well. For example, the average cost per click for Facebook campaigns is £0.34 which is £0.33 lower than the industry standard of £0.75.  These efforts resulted in a return of 12.61x the marketing investment ratio. 
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The Google Ads spend was £11,821.07, and CFD’s ads received 1,204,486 impressions. There were 111,775 unique people who decided to click the ads. CFD was able to achieve a 9.28% click-through rate, which is 5.5% higher than industry standards. 37,789 unique purchases were driven, which is about a 34.06% conversion rate. CFD was able to achieve a conversion rate that is higher than the industry average of 3.39% by 30.67%. There were other metrics that surpassed industry average as well. For example, the average cost per click for Google campaigns is equal to £0.11, which is £1.59 lower, than the education industry standard of £1.70.CFD’s efforts resulted in a 42.17x return on marketing investment ratio.