How We Used Facebook Ads to Help Vitrazza Reach $1 Million/Month in Sales

Find out how Inflow’s team of paid social strategists helped Vitrazza increase Facebook spend by 180% YOY with ad creative testing, user-generated content, audience segmentation, influencers, and targeted remarketing.

When we talk to eCommerce brand owners about Facebook Ads and Instagram Ads, we hear the same two questions over and over again:

  • “What creative works best?”
  • “How can we scale?”

The truth is, there is no universally accepted maxim when it comes to answering either of these questions.

Fear not, however. In times of darkness and uncertainty, turn to the Bat Signal. To quote the inimitable Batman, “Sometimes truth isn’t good enough. Sometimes people deserve more.”

We heartily agree. eCommerce brands, stores and business owners deserve a Facebook advertising partner that will go full-tilt in discovering the answers to these questions for each unique partnership. 

Enter Inflow.

In this case study, we’ll share how we took Vitrazza Glass Office Chair Mat’s Facebook Ad Account from spending $1,500 a month to $30,000+ a month profitably — at a lifetime 4.2X return on ad spend (ROAS) with over $250,000 in ad spend. 

Here’s what we did:

  • Ran ad tests to see what creative worked best 
  • Segmented audiences for explosive lookalike performance
  • Utilized influencers to reach new audiences
  • Revamped remarketing to provide a memorable brand experience

Spoiler alert: We helped Vitrazza eclipse the daunting $1 million revenue mark within a one-month period and experience a 90% increase in total sales YoY. 

First, Some Background

Vitrazza Glass Chair Mats came to us with a scale issue. They were looking for explosive sales growth and recognized that Facebook and Instagram ads presented the opportunity to do so. At the time, they were running Facebook ads around a $1,500/month budget, with 90% of spend going to remarketing lists. 

Vitrazza wanted us to answer their questions on creative and scale with results, not theories. Their goals: 

  • Demonstrably grow their Facebook ad spend
  • Shift the prospecting vs. remarketing percentage
  • Identify which type of creative assets would move the needle 

Our team got started. A thorough Facebook Ad Account audit revealed several areas of opportunity. Vitrazza also already had a stellar library of existing image assets, a high average-order value (AOV), and a willingness to increase budget. 

We had the winning combination to launch our strategy. 

What We Did:

At Inflow, we deploy a proven full-funnel approach to paid social ads. Given Vitrazza’s growth goals, it was clear we could leverage Facebook Ads to reach new audiences with our “See, Think, Do” framework. 

1. Tested Ad Creative and UGC

Vitrazza had a gold mine of content to work with, including some high-end photo shoots, TV-production-value commercials, and no shortage of customer testimonials. Our first step: Get the content organized and outline a plan. 

We knew Vitrazza Glass Office Chair Mats were not an impulse buy. We also knew that a successful tagline for Vitrazza was “Glide into office elegance.” 

All this is great, but elegance and user-generated content don’t typically go hand in hand. How could we diversify the creative ad mix to include UGC elements and high-production-value content, whilst upholding the integrity of the “Office Elegance” vibe? 

First, we took off the bat cape and turned back to Bruce Wayne as we stepped into the mind of the consumer and mapped out the purchase journey. What message did someone in the first phase of the funnel need to see and hear to move on to the next?

The answer: Video.

Video works well to introduce a brand or product for nearly any industry or niche. But it couldn’t be just video for the sake of video. To be successful on Facebook and Instagram, our ad creative needed to follow some basic guidelines:

  • Be short (one minute or less) to meet consumers’ rapidly shrinking attention spans.
  • Utilize closed captioning or a text overlay to improve view rates. 
  • Have an element of excitement. 
  • And, perhaps most important, provide good information.

So, we got to work. We tested a highly produced spot vs. a low-production-value video to see which would perform better.

Wouldn’t you know it: The lower-production-value video (right) won in both volume of sales and ROAS.

This was critical information. Now that we knew the success of quick, low-production-value ad creative, we were ready to test out its possibilities with user-generated content. 

Getting that content was the first challenge. We worked with Vitrazza to identify incentives for users (specifically, gift cards) to provide video testimonials with their smartphones. 

UGC content that is recorded in a square or horizontal format lends itself best to the mobile feed placements on both FB and IG. These tend to work better than vertical video, so we made the criteria clear to those we requested content from. 

While the initial goal was to extend the reach of our audience in an authentic way, the content ended up surpassing our expectations. For example, this video (featuring Mark, a happy customer) was able to spend $17,352 and hit a 4.2X ROAS.

Another video, featuring yours truly, spent $14,341.79 and resulted in a 4.2 ROAS

Even when you have a beautiful, higher-end product like a Vitrazza Glass Chair Mat, UGC is certainly worth testing in your Facebook and Instagram ad campaigns. It helps substantiate the product and provide social proof, which are critical in the consumer decision-making process. 

Showing off relatable content — where viewers think, “I had that same problem with plastic mats,” or “My office looks so similar to that; the glass chair mat would be a great addition” — helped us drive more spend and reach more qualified users. 

Segmented Seed Audiences

Creative, while one of the most important factors in the success of your campaigns, is not the only piece of the puzzle. Understanding which audiences are performing best with that creative is the jet fuel which keeps the Batmobile performing. 

Facebook and Instagram offer a multitude of targeting options to reach the right audience. We started with some of the historical must-haves: 1% lookalike of purchasers, “add to carts,” and “view contents.” We also used email lists Vitrazza had collected via Klaviyo to build lookalikes. This included an all-time purchaser list and a high average-order value (AOV) list. 

We used the traditional Ad Set Budget (ABO) method: set equal budgets across the board (so long as the audience sizes are similar) and let them run for a couple of weeks, unless we saw a clear opportunity to intervene. 

When we identified the winners, we started to increase the budgets on the winning ad sets, utilizing an incremental approach (increasing by 15% every few days). We used automated rules within Facebook to do this. If the ad set had a certain amount of conversions, under a certain CPA, we’d give it the old budget bump. 

Eventually, some of the 1% lookalike audiences started to burn out. When we saw the performance plateau, we widened the lookalike percentage. We started with 2% lookalikes of the winning seed audiences (the source audience from which the lookalike audience was modeled). From there, we continued testing into larger percentages of lookalikes and repeated the process. 

Once we had time-tested, lookalike-percentage-tested seed audiences, we took lookalikes of the top 3–4 seed audiences and clustered them into an ad set. This supercharged performance and let us scale further beyond the traditional segmentation model of lookalikes. 

As we were scaling spend up, Vitrazza was experiencing massive sales growth, which meant more robust Klaviyo lists and segments. We built new segments by pulling in more recent purchasers, breaking out bigger lists based on repeat purchasers or those who were two times the AOV, and uploading the value of the purchase data. We synced this into Facebook — and new, powerful lookalikes with associated values were built. 

Lastly, once we had the Purchase event on the Vitrazza Facebook pixel really humming, with our top creative and ad copy combinations dialed in, we took our best performers and ran them against a broad audience, with essentially zero targeting parameters. 

You did what!? 

That’s right, Robin. We trusted in Vitrazza’s offer, creative, and ad copy, and we trusted Facebook to go out and find purchasers for us. 

Using socially proofed ads (where we grabbed the post IDs of top-performing creative), we launched broad targeting with cost caps. We set the cost cap about 10% higher than what the target CPA goal was to give the algorithm more opportunity to deliver the ads to the right people. Because we were also pulling in the value of the purchase event, we were able to test and optimize ad delivery for a minimum ROAS threshold.

A helpful hint: Pairing a clean naming convention with clean UTM parameters on the back end of the ads helps with ease of reporting and gives you maximum visibility into performance. 

In short, dialing in on creative and audiences helped supercharge Vitrazza’s sales and allowed us to scale the account — while still exceeding client goals. 

Utilized Influencers

There’s more. 

We learned pretty quickly that UGC was a great way to scale the account. But we also knew that we were in need of additional content, because the new UGC content coming in couldn’t keep pace with the rapid growth of the account. 

So, Vitrazza turned to the deep blue ocean that is influencer marketing. In collaboration with our strategists, they identified traits and qualities of ideal influencers that would work well for their paid Facebook and Instagram ads. 

The winners: Chris Han, Nvizion, MorganCodes, and ChelseyHorne.

Vitrazza was able to partner with these amazing influencers, each with their own loyal, distinct fanbase. We ran these in separate campaigns within Facebook and Instagram and tagged each of the respective influencers. This enabled us to reach new audiences with our targeting and add an extra layer of social proof to the Vitrazza brand. 

The posts have all performed well, but the Chris Han photo has produced at the highest level with over $39K in spend and a 4.9x ROAS! 

All of the influencers individually produced over 2.3x on cold traffic

Continued Remarketing

We were sending a lot of highly qualified users to the site with strong purchase intent, but we still needed to round out the paid social strategy with the “Think” and “Do” phase — otherwise known as remarketing.  

Average conversion rates on a last-click basis for eCommerce fluctuate, but a safe bet is that they’ll be between 1–2% depending on industry. That means 98–99% of your audience is coming to the site and NOT purchasing. A good remarketing strategy is imperative, especially with a higher-price-point product like a Vitrazza Glass Chair Mat. 

For Vitrazza, we set out and expanded remarketing efforts by segmenting audiences based on activity or inactivity.

We built a “Think” campaign, or a mid-funnel campaign where users have demonstrated some level of intent with the brand. This included video viewers from our See audiences; Google Click ID users; content viewers within three-, seven-, and 14-day windows; Facebook engagers; and Instagram engagers. We oriented our creative on proof, pulling in additional customer testimonials or really driving into some of the key value propositions which solve consumers’ pain points. 

For the Do phase, we focused primarily on users who had added to their cart. We staggered the audiences by five, seven, 14, and 21 days. In this phase, our creative was much more offer-driven, highlighting the discounts and special offers. We also focused heavily on the product as opposed to lifestyle images. 

The key here is to frequently switch out the creative and give users a fresh look at the brand. Because this is the smallest part of the funnel with the fewest number of users, keeping fresh creative helps reduce ad fatigue and drive down frequency, while increasing returns from 10x to 19x.

The Results

Just as Batman said, a hero can be anyone. In this case, the hero was Vitrazza. 

They went all in on testing a variety of content, including UGC and influencers. They allowed us to be nimble and trusted Inflow to provide the best recommendations based on our testing data. 

The result: We scaled the account from $1,500 per month in Facebook ad spend to over $34,000 and counting, all while exceeding ROAS goals. 

Since our partnership, Vitrazza has consistently achieved record-breaking revenue numbers, month after month, including their first $1 million month! Beyond the directly measurable impact, we’ve seen uplifts in their branded search queries and organic traffic, which we also saw in our Seltzer Goods Paid Social Case Study.

With over a quarter of a million dollars spent on Facebook and Instagram and a 4.2X ROAS, the See, Think, and Do strategy for Vitrazza has worked out great. It can work for your brand, too.If you’re looking for a Facebook Ads agency partner to help you get similar results, request a free proposal from our team now

How We Used Micro Conversion Data to Increase Conversion Rates by 37%

Find out how Inflow used a client’s micro conversion data to adjust paid search campaigns, leading to an almost 40% increase in site conversion rates.

When it comes to evaluating the macro-level success of a paid search campaign, sometimes you have to go small — micro, to be specific. 

In the early days of the COVID-19 pandemic, we preemptively took a look at one client’s micro conversion data in order to implement recommendations for making their revenue goals a reality. Spoiler: We saw less ad spend, more pages per session, a much higher conversion rate, and more.

We share our discovery process with you here — just in case you want to do your own micro conversion digging, too.

The Backstory

After the pandemic hit in March and stay-at-home orders were put in effect, Inflow quickly realized the impact it would have on businesses, especially small local businesses. 

With that in mind, we decided to initiate a Pay-It-Forward program, in which we offered free services to a few of our small business clients. One of the lucky winners in this program currently had a contract for Search Engine Optimization services and was offered three free months of Paid Advertising services. 

A little bit about the client: They sell house plans and blueprints online, so they’re a bit of a mixture between eCommerce and lead generation. Prior to onboarding with Inflow, they ran paid search campaigns in-house and, quite frankly, we were impressed with their account to begin with! 

With that, we had to quickly come up with strategies to improve the account even more — and hopefully onboard them as a full-time PPC client. 

The First Step: Communicating Overall Goals 

Knowing we had three months to prove our skills, aligning on expectations and goals was crucial. 

Prior to making any changes within the account, we asked the client what their specific goals for paid advertising were. We quickly learned that generating transactions was not their sole and only objective. 

They deemed the following micro conversions highly valuable in the customer journey path:

  • Account Sign-Ups
  • Modifying House Plans
  • Ask a Question

Luckily, these goals were already set up in Google Analytics and imported into Google Ads. On top of that, the client had CRM data on all inquiries involving the above goals. 

We said, “Send us all the data you have!”

Assessing Micro Conversions Value

After receiving several months of CRM micro conversion data, we had the numbers do the talkin’. Here’s what we worked with:

1. A spreadsheet with separate tabs for the micro conversions “Account Sign Ups,” “Modifying House Plans,” and “Ask a Question.” 

The setup was the same across all three tabs, with the following columns tracking the micro conversions and their values:

Data table tracking email conversions.

2. An “Order Data” spreadsheet listing all transactions within the same time period. 

The columns included:

Data table tracking transaction date and revenue.

3. Our brains!

Our goal was to associate micro conversions with transactions. From there, we could assign several values to each micro conversion, and then we’d be able to optimize based on the data.

Based on the email addresses associated with the goal completion and orders, we assessed customer behavior. For each goal completion tab, we created formulas to pull in “Date Ordered,” “Transaction Path Duration,” “Revenue” and “Conversion Rate,” depending on who ordered the product or not.

Data table tracking customer behavior from micro conversions.

Pulling that data for each goal completion allowed us to gather average time between purchase, conversion rate, average order value and “goal value” to import back into the accounts. Using that, we could gauge potential revenue.

Data table tracking days between purchase, conversion rate, average order value, and goal value.

Initial Optimization Efforts: Some Easy Wins

Based on the values we assigned to each micro conversion, we were able to more accurately make adjustments within the account to scale back spending in inefficient areas while capitalizing in areas with higher intent. 

Specifically, we focused most of our initial efforts on:

  • Keyword Optimization: We segmented keyword data by conversion action and made adjustments based on micro conversion values and possible potential revenue. Once we had enough data, we cut keywords that had spent a lot and didn’t provide the results we wanted.
  • Ad Group Optimization: In a broader sense, analyzing ad groups on micro conversion data helped us better analyze how specific ad groups were performing.
  • Search Query Analysis: Micro conversion performance in Google Analytics shed light on possible long-tailed keywords that we ended up adding, which created overall higher intent ad groups.

Location! Location! Location!

This particular client originally segmented their campaigns with geography and location data. Prior to our work within the account, we could see that each campaign was clearly segmented by regions of the United States. 

Our goal here was to analyze the targeted locations based on micro conversion performance and scale back in inefficient areas. How we did it:

We pulled several months of data — performance segmented by city, state, and metropolitan areas — from Google Ads and Google Analytics. From Google Ads, we were able to gather conversions, impressions, clicks, impression share, and average cost-per-click. 

State Data

Data table showing campaign segmentation by state.

City/Metro Data

Data table showing campaign segmentation by city/metro area.

We then collected transactions, revenue, and eCommerce conversion rate from Google Analytics.

Google Analytics data tale of revenue and conversion rates.

We were able to see exactly which locations to cut and which to keep, based on micro conversions, spend, conversion rate, transaction volume, and revenue, of course.

After making cuts in specific locations across all campaigns in June of 2020, we gathered data for three months and compared what we were seeing to the previous period. The results? Less ad spend, more pages per session, a much higher conversion rate, and slightly more micro conversions:

  • Cost decreased 6.57%.
  • Pages per session increased 5.93%.
  • Conversion rate increased 37.32%.
  • Micro conversions slightly increased by 0.24%.

Google Analytics showing 6.57% drop in cost.Google Analytics results showing increase in pages/session, goal conversion rate and goal completions.

The Next Step: Utilizing the Data for Remarketing Campaigns

Here at Inflow, we’re always looking to the next step. In this case, it was using the data we’d analyzed to plan the remarketing campaigns.

We sat down to brainstorm: How we could turn the existing campaigns around? What kind of audiences could we target that possibly had higher intent and would lead to better results?

We came up with a few solutions: 

  • An audience based on the micro conversion users, ie. those who had signed up for an account or asked a question on the site
  • An audience who “saves for later”: Our client’s website allows users to click a “favorite” button on the house plans they want to save for later. Another audience created, thanks to that event being already set up in Google Analytics.
  • Extended abandoned cart audience: The current remarketing campaigns had audiences for abandoned cart within the last 30 days, so we created an audience for the same event, except extended to within the last 90 days. Micro conversion analysis pays off once again!

We ended up pausing all other remarketing campaigns and started fresh with the new audiences we created in three separate ad groups. The results are still pending on this new campaign, so stay tuned for an update.

Still, the client saw the potential — and was excited about — the new targeting method:

“We’ve been impressed with the knowledge, strategic changes, and analytics you’ve brought to our PPC account in this short time. We are excited to continue to work with you and look forward to growing this part of the business together.”

A Win-Win Conclusion

After three months of collecting and optimizing the data within the account, the client expressed their gratitude for our services. They decided to onboard as a full-time Paid Advertising client. We’re excited to dive deeper into their accounts and campaigns and to see what even greater results await them. 

Cheers to micro conversion data! 

Curious to see what micro conversion data could mean for your business? Request a free proposal from an Inflow PPC strategist today.

How Denver Increased Engagement for Ad Visitors

With the launch of their “always on” regional “Reclaim the Weekend” ad campaign, VISIT DENVER faced the challenge of how to keep their main landing page relevant. The regional effort, which promotes visiting Denver for a long weekend, targets a wide variety of personas that change monthly. Instead of creating multiple new landing pages every… Read More

The post How Denver Increased Engagement for Ad Visitors appeared first on Bound.

With the launch of their “always on” regional “Reclaim the Weekend” ad campaign, VISIT DENVER faced the challenge of how to keep their main landing page relevant. The regional effort, which promotes visiting Denver for a long weekend, targets a wide variety of personas that change monthly. Instead of creating multiple new landing pages every month, VISIT DENVER used personalization with Bound to match the hero slideshow content to the appropriate persona.

VISIT DENVER developed and rolled out three waves of ad personalization within their first year with Bound:

Wave 1

The first step was to personalize the slideshow for visitors coming to the landing page directly from the ad. This involved not only showing the appropriate group of slides but also starting the slideshow with the content targeted to that persona. While these visitors only had a 4% increase in clicks specifically on their persona-targeted slides, overall page engagement was significantly increased. Compared to other visitors, the ad persona segments had a 53% increase in visit duration and a 45% decrease in bounce rate when entering the site through the Reclaim the Weekend landing page.

Wave 2

The second step was to use Bound’s Media Optimizer tool to personalize the slideshow for visitors who were exposed to the ad. The pixeling capabilities of Media Optimizer allowed Denver to target Reclaim page visitors who had seen, but hadn’t clicked on the ad, as well as visitors who came back to the site after their specific persona campaign ended. Not only did these pixeled visitors have great page engagement, but they also had a 100% increase in clickthrough rates on the slideshow and were 28% more likely to click specifically on the persona-targeted slides. With this information, Denver had the data needed to show that visitors were still interested in persona-specific content even if they had not clicked on the ad. 

Wave 3

The third step was to build on the learnings from the first two phases of personalization and launch a fly-in campaign. The fly-in targeted visitors exposed to the persona who had never clicked on the ad or otherwise reached the Reclaim page. Using the fly-in, Denver was able to successfully direct 2% of these visitors to the page and continued to increase website engagement. Visitors exposed to the persona fly-in had a further 23% increase in visit duration and 18% decrease in bounce rate.

By identifying visitor interests based on ads, even if those visitors never directly engaged with the ad, Denver has been able to increase views on their key ad landing page and continually increase their landing page engagement. This has increased overall site performance and has allowed Denver to optimize the experience for these high-value website visitors. 

Want to learn more about personalizing for your targeted ad visitors? 

The post How Denver Increased Engagement for Ad Visitors appeared first on Bound.