Facebook isn't strictly a sales channel, as most people who visit it don't intend to buy. Does this mean a Facebook Ads campaign isn't profitable? Absolutely not! If executed properly, it can help you acquire many new customers and become a channel that significantly supports sales. As an example, consider the results of one of our clients – the Selsey brand.
Facebook Ads resultsAbout the Selsey brand
Selsey.pl is one of Poland's leading e-commerce companies, growing by 130% year-on-year since 2013. It specializes in online sales of furniture and home furnishings. With over 20,000 products available 24/7, the brand offers a wide selection of solutions at affordable prices, giving customers the confidence to make the right choice. The company operates in over 13 European markets, including the UK, Germany, France, Poland, and Italy.
Advertising creations
In terms of formats, two campaign types were launched in September 2020: static square ads and catalog carousel ads. This year, however, we managed to diversify our advertising creatives and introduce visually appealing new features, such as carousels featuring photos of furniture in specific arrangements. In September 2021, the client already had the following formats in place:
- static ads from Stories,
- a carousel of static graphics,
- a carousel with products from the catalog in arrangements,
- animations and videos,
- carousel with products from the catalog.
At the same time, we maintained a comparable advertising budget, and when compared to September 2020 spending, we see a decrease of several percent. This demonstrates that diversification doesn't have to come at a high cost. The longer we operate, the better we understand our target audience and their needs, allowing us to better tailor our advertising messages.
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Synergy between client and agency is also crucial. In our work with Selsey, we offer complete transparency, long- and short-term planning, and a complete understanding of the business goals and the resulting benefits for the client.
Comparison of results
Let's compare the results from September 2020 with those we achieved in September of this year. This year, Facebook ads brought in 19,92% more new users than during the same period in 2020. The bounce rate dropped from 45,21% to 39,82%, an 11,93% decrease – a sign that ads are becoming more relevant to user needs.
Most importantly, however, good advertising results translate into real profits for the company. Compared to September 2020, revenue from Facebook campaigns increased by a staggering 20,60%, while expenses decreased by 6,95%.
Facebook Ads campaign costs Facebook Ads campaign revenue Who can count on success with Facebook Ads?
Facebook is a unique channel, and not every industry sees significant profits from advertising on this medium. It's particularly effective for product categories that are visually appealing and generally enjoyable to purchase. That's why Facebook Ads work so well for the Selsey brand. Companies in the clothing, cosmetics, gardening, sports equipment, and children's toys sectors can also benefit from advertising on this channel. These online stores can showcase their products in an engaging way, thus gaining customer attention.
Summary
The above article covers the following topics:
- Selsey Brand Presentation
- Creating effective advertising creatives
- Who will succeed with Facebook Ads?
