Deus Ex Machina: Meta Ads Growth (SEA)
Maintaining online positioning and increasing online revenue for a motorcycle-culture apparel brand across Southeast Asia with a full Meta Ads strategy, plus training the internal team to run it going forward.
The objective was straightforward to state and hard to deliver: maintain online positioning and increase online revenue with Meta Ads, while setting up a strategy the internal team could operate independently once we stepped back.
Before optimization, the account was starting from a weak base: CTR under 1%, ROAS under 1, both below industry standard. After optimization, the account reached a 6x ROAS and a 5x higher CTR than the account average, an outstanding return on ad spend by any measure. With meta-pixel tracking enabled down to the conversion level, we gained invaluable insight into revenue directly influenced by our paid advertising efforts.
Banner & store improvement
On the creative side, we improved the funnel rate through audience segmentation and targeting, then rebuilt banners for 9.9-style campaigns mentioning discounts and best sellers, added product video to the display, and ran product review competitions to add credibility.
On the store side, we introduced slash prices and promos to trigger conversion, store vouchers and store-follower vouchers, and exclusive deals for loyal customers.
Audience funneling
Awareness targeted interest and behaviour (motorcycle, surfer, waterboard) plus 1% lookalike audiences. Consideration retargeted users who’d visited in the last 3 months but never purchased, visited the store in the last 30 days, or added to cart in the last 7 days. Conversion retargeted a lookalike of users who’d purchased in the last 30 days.
Budget followed a common strategy of 70% prospecting / 30% retargeting, running always-on campaigns to ensure steady traffic and build funnels, layered with mega sale day pushes.
Creative direction
Deus Ex Machina is known for its unique blend of motorcycle culture, surfing, and art. We rebuilt the ad creative to add motorcycle elements that entice brand recognition, made promos look more prominent, and used casual language with a clear offer as the hook.
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