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 developed a more comprehensive and strategic advertising framework that incorporated a horizontal scaling approach:

New Campaign Structures: We established a four-campaign setup, allocating the account budget across multiple campaigns to drive performance across various audience segments. This included a scaling campaign optimized for conversions, moving beyond restrictive cost caps; a dedicated creative testing campaign; a customized retargeting campaign; and an additional audience-testing campaign to broaden reach.

Enhanced Audience Testing: The horizontal scaling approach allowed us to run 10 different audience tests, strategically spread across the four campaigns to maximize exposure and engagement with distinct customer segments. Each campaign focused on a unique audience profile, enabling us to identify the top-performing segments for scaling.

Enhanced Creative Testing: The creative testing campaign was built 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 for thorough analysis of each concept’s effectiveness. This ensured that each creative idea received adequate funding, enabling us to scale successful concepts efficiently.

Increased Creative Volume: We significantly increased the volume of creatives tested, moving from fixed quotas to a more flexible testing strategy aimed at rapidly identifying and leveraging high-performing ads.

Strategic Retargeting: To capture potential customers overlooked by automated systems within the A+SC (Advantage + Shopping Campaign), we launched a targeted retargeting campaign. This was particularly important as creative testing increased, necessitating more comprehensive follow-up efforts to boost engagement and conversions.

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The strategic overhaul of For Wellness's advertising efforts yielded impressive results within three months, highlighted by a 40% decrease in CAC. This reduction underscores the effectiveness of the new creative strategies and campaign structures, demonstrating a more efficient use of the advertising budget and the impact of tailored creative testing and strategic campaign management on profitability and sustainable growth.

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