Smartly.io: eBags Travels Lighter with Smartly.io’s Image Templates and Increases ROAS by 66%
eBags is a US based online retailer of handbags, luggage, backpacks, laptop bags, and travel accessories from over 650 brands, with over 34 Million bags shipped worldwide.
Challenge: Improve Performance in Their Retargeting Campaigns
eBags was looking for a way to improve their performance in their retargeting campaigns on Facebook. They traditionally leveraged Facebook’s Dynamic Ads for Retargeting, but were not able to reach their ROAS goals. Their internal KPIs are built on data coming from Google Analytics, so optimizing with Facebook data was not delivering wanted results. They also have a lot of ongoing promotions changing constantly, as well as a large volume of product inventory. How could they create engaging creatives that would automatically update depending on the promotion cycle while improving ROAS?
Solution: Optimize Delivery with Google Analytics and Scale Creatives with Smartly.io Image Templates
Using Smartly.io Predictive Budget Allocation, eBags was able to optimize their delivery with Google Analytics data, reallocating the campaign budget amongst the best performing ad sets using their true KPIs. To scale their creatives, eBags used Smartly.io Image Templates, which enabled them to build multiple variations that would automatically update based on percentage discount, product reviews and different themes. The team adopted some best practices from Smartly.io’s Creative Studio, such as using specific Call-to-Action messaging to encourage purchase intent and testing price, sales percentage and product ratings in the creative. A Countdown Template was also handy to communicate days/hours left when a promotion was about to end and drive urgency to purchase.
Leveraging Smartly.io’s Google Analytics optimization, we can manage our retargeting campaigns to the same KPIs that we assess all retargeting performance on, more than doubling our last-click ROAS. Smartly.io allowed us to reinvest in Facebook retargeting after increasing costs rendered it too inefficient - Rebecca Lavietes, Marketing Manager, eBags
Results: Internal Expenses Decreased by 40% and ROAS increased by 66%
Within two weeks of implementing Smartly.io Image Templates and utilizing Predictive Budget Allocation with Google Analytics data, eBags was able to see remarkable results in their main KPIs: their internal expense ratios dropped 40% and ROAS increased 66%.
Our benchmark in evaluating any partner is whether we will see enough of a performance lift to justify the cost and Smartly.io has never faltered in meeting that criteria. Smartly.io is always ten steps ahead of what is available natively in Ads Manager making the partnership vital to maintaining a competitive edge in the space - Rebecca Lavietes, Marketing Manager, eBags
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