Facebook Dynamic Product Ads: Alp-n-Rock Increases Orders by+29%

Alp-n-Rock is a premium sport-fashion brand founded in Southern California with a passion for quality, the environment, and the outdoors. Since 2009, the brand has expanded from Henleys to include a full outerwear collection, equestrian apparel, and a studio line. The mountain lifestyle apparel company also donates up to 10% of profits to Room to Read to fund scholarships for girls in developing countries.

 

Alp-n-Rock teamed up with CPC Strategy to grow their Revenue on Facebook

 

Overview

Alp-n-Rock initially joined CPC Strategy in June 2014 for assistance with their Google Shopping campaigns. In August 2015, they teamed up with our Facebook advertising service offering to increase orders and revenue via the social platform.

 

Primary Goals

  • Increase Facebook Order Growth
  • Increase Facebook Revenue

 

 

The Results

Period Analyzed: Jan-Apr. 2016 vs. May-Aug. 2016

%

Increased Orders

+11% Facebook Dynamic Ad Orders

%

Increase Overall Revenue

+14% Facebook Dynamic Ad Revenue

 

Goal 1: Increase Facebook Order Growth

CPC Strategy recognized that competition for yoga & active apparel was challenging on the Google Shopping side of the business. We saw a significant increase in cost per click as high as $8 for items such as yoga pants. Instead of competing against high CPCs within the apparel category – we shifted a segment of their marketing budget to optimize Alp-n-Rock’s Facebook advertising efforts.

Thanks to Facebook’s advanced retargeting capabilities, we transitioned Alp-n-Rock to a “brand focused” campaign – targeting their niche audience, past purchasers and / or cart abandoners.

 


 

Goal 2: Increase Facebook Revenue

In addition to targeting cart abandoners, we also focused our Facebook advertising efforts on past purchasers utilizing Facebook Dynamic ads to promote cross-sell and / or upsell opportunities. A “cross-sell” would be if a customer purchases a pair of yoga pants, we target that same buyer with a Facebook Dynamic Ad featuring a complimentary yoga tank. Or if someone purchased Spring gear 4 months ago (and is in the Past Buyers 120 Days audience), when Alp-n-Rock launches their new Fall line, we can target the customer with an ad to bring her back for a repeat purchase.

Facebook Dynamic Ad “upsells” can increase sales because they advertise a similar but more expensive product. This strategy proved to be a successful approach for Alp-n-Rock and led to an overall 14% growth in Facebook Dynamic Ad revenue.

Long Term growth is also expected as Alp-n-Rock’s Facebook audience continues to grow. As we gather more site visitors, we can add them to our remarketing audiences. This provides a wider net of potential customers that we can target with Dynamic Ads ads each time a new season comes around.

 
 


“CPC Strategy has helped us tremendously with our paid advertising strategies for Google, Facebook, and Instagram. Our account manager keeps us up to date with cutting edge advertising technologies, that help grow our customer base and keep returning customers engaged. Their team is friendly and easy to work with. We look forward to continue working with CPC Strategy in the years to come.”

Mark Richards

Director of Sales & Marketing, Alp-n-Rock


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