For Wellness

For Wellness struggled with escalating CPAs, primarily due to the inefficient management of their advertising account. The core issues included:

• Inadequate Creative Testing: The previous agency employed a hit-or-miss strategy, dropping various creative ideas into a large scaling campaign with cost caps, which limited expenditure to scenarios likely to convert. This approach led to many potential winning creatives being overlooked because they were not given a fair chance to perform.
• Limited Creative Volume: There was a lack of sufficient creative testing, which meant not enough variety or quantity of ads were being evaluated.
• Overreliance on Automatic Retargeting: The brand relied heavily on automatic, A+SC retargeting without exploring customized retargeting campaigns that might better meet their specific needs.

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To address these challenges, we structured a more robust and strategic advertising framework:

• New Campaign Structures: We constructed three new campaigns alongside the existing setup:
  • A new scaling campaign optimized for the highest conversions, moving away from restrictive cost caps.
  • A dedicated creative testing campaign.
  • A customized retargeting campaign.
• Enhanced Creative Testing: The creative testing campaign was structured using Ad Set Budget Optimization (ABO) to control spending at the ad set level. Each ad set tested a specific creative concept with up to three variations, allowing us to comprehensively analyze each concept's effectiveness.
  • This method ensured adequate funding and attention were given to each creative idea, enabling us to identify and scale successful concepts without premature dismissal.
• Increased Creative Volume: We significantly ramped up the volume of creatives tested, moving away from fixed quotas to a more dynamic testing strategy that aimed to rapidly identify and capitalize on effective ads.
• Strategic Retargeting: We launched a targeted retargeting campaign to capture potential customers who might have been missed by automated systems within the A+SC (Advantage + Shopping Campaign). This was crucial, especially as the creative testing campaign increased, necessitating more comprehensive follow-up efforts.

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The strategic overhaul of For Wellness’s advertising efforts yielded impressive results within three months:

• Increased Ad Spend: We managed to profitably increase the monthly ad spend by $200k.
• Reduced CPA: There was a significant reduction in CPA by 46%, demonstrating more efficient use of the advertising budget.
• Boosted Revenue: Subscription revenue saw a substantial increase of 94%, affirming the effectiveness of the new creative strategies and campaign structures.

These outcomes not only reflect the success of the new advertising strategies but also illustrate the importance of tailored creative testing and strategic campaign management in driving sustainable growth and improving profitability.

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