2,367 orders at $4.67 each. ROAS 5.86. Niche: skincare cosmetics
2,367 cosmetics sales with a ROAS of 5.86 in 7 months
Key project metrics
Who the client is
A Ukrainian company in the skincare cosmetics niche. A manufacturer and seller of skincare products.
What the client needed
Increase sales volume and stay within the price KPI of $6 per order. Working period: April 2024 – present.
What we did
Strategy development
We split the funnel into stages (ToF, MoF, BoF), defined the target audiences and formed hypotheses about their interests.
Competitor analysis
We studied popular products, prices and unique advantages, and analyzed competitors’ ad creatives.
Product feed and creatives
We integrated automatic catalog updates into Facebook Ads. We developed static creatives, video reviews and UGC videos.
The Instant Experience format
We launched Instant Experience to combine the dynamic catalog with statics and UGC, which gave better click-to-purchase conversion.
BoF-focused retargeting
Instead of MoF retargeting we concentrated on BoF with a message about restocking cosmetics. We reached a cost of $3.21 per sale at this stage.
Optimization and scaling
We scaled the most effective campaigns and switched off the loss-making ones. We tested different audiences and ad formats.
Results achieved
What it gave the client
A comprehensive strategy focused on BoF and Instant Experience delivered a consistently low cost per order ($4.67) and an effective ROAS of 5.86, beating the KPI. The successful optimization was based on testing, analysis and a focus on the most promising audiences.
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