Unleavables

The brand for which we did the project was unleavables It’s An E-Commerce apparel Brand
Offering T-shirts & Hoodies Featuring Unique Designs Centered Around The Theme Of
'Consumer Passion points.' The Products Are specifically designed for a very specific & niche
audiences.

There are total 4 categories of products that this brand offers and Every group was given a
category of product to promote and my group was given the category of cat lovers to promote in
bangalore & chennai. 3000 was our total budget for this campaign. which we were told to split
equally between Facebook & Search. We had to run our campaigns for the total of 6 days.

The total time that was given to us between the brief and running the campaign was 3 days.
In those 3 days we created a strategy and a media plan and then we discussed it with an expert
and got his feedback and made the final strategy and media plan basis that. And using that we
had to set up actual campaigns on the given platforms.

During this time of 3 days, we had to create a strategy along with the media plan for both FB
and Search. for the given business problem. The business problem that we had to solve was to
drive high quality traffic to the website. Hence, it was our primary objective.

Why the objective was to drive high quality traffic to the website?

Because, being a new website with few products aimed at a very particular and niche market
was a problem for the business. thus, the main goal was to drive high quality traffic from major
cities to specific website pages of the website.

With the given challenges in hand, we created media strategy for the cat lovers category of
products and we were targeting the specific cities bangalore and chennai which were given to
us. Since our goal was to drive traffic to the website. we decided to go with traffic campaigns for
both search and Fb and in Fb we chose link clicks as the optimisation. Because our audience
pool was already not so huge. so, We decided to not narrow it down further by choosing LPV.
so that was the reason why we went with Link clicks instead of LPV.
The next task ahead of us was to identify the different audience personas and relevant keyword
themes for the given category of products. basis that we had to create different audience sets
for both FB & Search.
So, we created 2 audience personas and 2 keyword themes for our given category.
We had to create keyword themes since we went with keyword targeting in search & didn’t use
audience targeting at all.
Why we didn’t use audience targeting ? - Because we did not want to narrow down our
audiences by choosing both audience & keyword targeting. And we went with keywords instead
of audiences because we though that with the help of keyword targeting. We would be able to
do more precise targeting.

The two audience personas that we created were

1 cat lovers and
2 fashion enthusiasts

And the keyword themes were

1st T shirt theme (these were a few of the keywords that we targeted - Oversized T shirts,
Round neck t shirt, Cat tee shirts) and,

2nd Hoodie theme (these were a few of the keywords that we targeted - Unisex hoodie,
Oversized hoodie, white hoodie)

For creating these themes we targeted high volume and high intent keywords basis keyword
research

Now lets move on to the actual audience sets of FB.

The different audience sets on Facebook were - 1. custom & lookalike(website visitors,
instagram and FB engagers and 1% lookalike of all) we combined both the custom & lookalike
because the size of our custom audiences was only around 3000.
Our 2nd audiences were core audience = people interested in our competitors brand, tshirts,
hoodies, students, and cats.
3rd audience = animal welfare, unique gifts, pets

With these 3 different audiences we created 3 different ad sets in our campaign and in each ad
set there were 2 carousel ads. One for t shirt and another for hoodie.

And The different keyword groups in search were - high volume and relevant keywords related
to tshirt and hoodies. We created 2 lists of keywords. one for tshirt and other for hoodies (which
we created basis Keyword research)

And we created 4 ad groups from these keywords

The Ad groups were
1 Exact T shirt
2 Exact Hoodie
3 Phrase T shirt
4 Phrase Hoodie
Along with this we also looked at the ideal bidding strategies to be implemented across the 2
platforms.

In FB we were using highest volume because we didn’t have any previous data with same city
and category of products. But, we planned to switch it to cost cap if results will not be in our
favour. And in search we were using max clicks for the same reason (and after few days of
running the ad. We will analyze the performance and put the target CPC.

The final step in the strategy was to write down the ad copies along with headlines and
descriptions for both the platforms.

So, for creating the Ad copies we primarily needed 2 things. Relevant, eye catching Static
images for our products which we can use in our ad copies and the headlines, descriptions and
primary text etc.
So with the help of canva we created/edited some good static images for our ad copies

And for headlines, descriptions etc. 1st we looked at what types of ad copies our competitors
like (snitch, souled store and bewakoof) are using and then we created sufficient headlines,
descriptions etc. to be used in our ads. We created them keeping in mind the best practices like
character limit and using relevant and high volume keywords in them.

Once we were done with the strategy, we then made the media plan based on the strategy and
the given budget.
According to the media plan our estimated CPM, CPC, Click to LPV rate, CTR, LPV, CP LPV
based on the performance of previous campaigns for FB & Search were

FB →
CPM - 11
CTR - 1.30%
CPC - 0.55
Click To LPV - 17.65%
LPV - 300
CP LPV - 5

Search →
CPM - 107
CTR - 1.30%
CPC - 8
Click To LPV - 75%
LPV - 137
CP LPV - 11
Once the plan and strategy was approved by the expert, we then went on to setup the
campaigns as per the media plan to run for 6 days.
Once the campaigns went live, we were regularly keeping an eye on the performance of the
campaigns to check if they were delivering as per the plan or not

These were some of the optimisations we did during our campaigns were running

In FB

Changed the age of the audiences in one of our ad set

In our ad set of (animal welfare, unique gifts, engaged shoppers) by mistake we set the age of
26 to 55) but, after 2 days we realised that 55 would be too much. we won’t get good traffic from
this age group so we changed it to 26-40.

Changed bidding strategy from highest volume to bid cap with accelerated delivery
- in the last 2 days around 40% of our budget was still remaining so, we decided to go with bid
cap. The avg. CPC we were getting was 1.01 so we turned on accelerated delivery with bid cap
set to 1.5 INR so we could utilise our full budget.

Changed the images and texts in our ad copies to get the score of 5 out of 5 so, we could pay
less for showing our ads and improve the overall performance of the campaign.

In Search

We Added a lot of negative keywords as our avg. CPC was rising continuously and in our
search term report we could see that our ad was showing against a lot of irrelevant keywords
because we were targeting some high volume generic keywords like - t shirt, hoodies in our
phrase match ad groups.

So, we phrase negated some irrelevant terms at campaign and ad group level.

These were some of the negative keywords we used

→ Negative Keywords
"POLO"
"Combo"
"V neck"
"Turtleneck"
"Sleeveless"
“Black”
"Custom"
We also paused low performing keywords. Which were spending a lot of our budget and were
not giving us good results.

And we Improved Ad Strength from average to excellent → After 2 days of running the campaign we
realised that we are paying more. Our Avg. CPC was high because our Ad strength was only average.
Because in start we didn’t give much attention on our ad copies
So, to improve our ad strength we changed the headlines and descriptions and also created
extensions like business name, image, site link and promo extensions.

Results

So, after running the campaigns these were the results we delivered

FB →
CPM - 10.42
CTR - 1.04%
CPC - 1.07
Click To LPV - 21.66%
LPV - 306
CP LPV - 4.9

Search →
CPM - 99
CTR - 0.97%
CPC - 10
Click To LPV - 84%
LPV - 124
CP LPV - 12

So, first lets talk about the most important metric which was LPV

In Facebook we delivered more than planned. And it primarily happened because we were
using Link clicks as the optimization instead of LPV and it worked as we had anticipated.

Other reasons could be

1st we were targeting huge audiences
2nd after 2 days of running the campaign we made changes in the ad copy and improved the
score from 3 to 5 for every ad.
And in Search we were not able to deliver according to what we had planned and the reasons
could be –

1st in the first 2 days our ad strength was average because we didn’t include good keywords in
our headlines and descriptions. So because our ad copy was not attractive, That could be the
reason for getting less LPV

2nd the category we got might not be that popular for these specific cities that could be the
reason why we couldn’t deliver the results that we have planned in our media plan

3rd we also were not using extensions in the first few days so because of that our quality score
was low resulting in quick consumption of budget because we had to pay more to win for the
auctions.

CP LPV
In FB We planned to deliver the campaign at the CP LPV of 5 and we delivered at 4.9
And in search we planned to deliver at 11 but, we actually delivered at 12 and the reason for
that could be
1st our ad scores in the first 2 days were not good as i have told you before and hence it was
resulting in high cost because we had to pay more for winning the auctions

2nd there could be high competition for our given category since we were targeting tier1 cities.

CPC
In FB & Search we estimated to deliver the campaign at the CPC of 0.55 & 8
But, we actually delivered at 1.07 & 10
Why it happened

Reasons
For FB
1st as i have already told you above for CP LPV. the ad score and high competition might be
the reason
2nd We were using highest volume and FB was spending more than required. It could be the
reason
3rd Since we targeted huge audiences we got so many impressions. Resulting in higher CPC.

For Search
1st low quality score for ads in the first few days, and high competition because of tier 1 cities
2nd we were using max clicks without even using target CPC for the first few days resulting in
Google was spending a lot of money to acquire every click
3rd were not using extensions and because of that our quality score might not be that good so,
we were paying more.
CTR
In both FB and search we planned to deliver the CTR of 1.30% but, delivered the campaign at
1.04% for FB and 0.97% in Search

Why it happened
FB
1st - Ad copies were not good in the first few days
2nd - We were only using carousel ads. We could have experimented with different ads
3rd - Seasonality - we were showing ads for hoodies but, it was not that cold in bangalore and
chennai at that time. So that could be the reason why people were not clicking at the ad.

Search
1st - Ad copies were not good in the first few days. We had low quality score and unattractive ad
copies
2nd - we were not using ad extensions and a proper CTA in the beginning
3rd - we didn’t do negative keyword targeting in start so broad audiences were targeted
resulting in less clicks compared to impressions.

CPM
We deliver both the campaigns at the CPM better then what we had expected.
The reason was, we were targeting huge audiences and high volume keywords as compared to
previous campaigns.

We made sure that there’s no overlapping.

Click to LPV Rate

We delivered better Click to LPV rate then planned in both the campaigns

And the possible reasons could be - the website was working really well in all the devices. Its
loading speed and overall everything was good. But, it might not be that good during the time
when previous campaigns were running.
And another reason could be our audiences might be really relevant and good. And they might
be not reverting back after clicking on the Ad.

Learnings

1 - If we had aimed for an excellent quality score, our KPIs could have been
much better.
2 - We were running only carousel ads. We should have tried some
experiments.

3 - We should have Organized all the prerequisites like static images,

headlines, descriptions etc. before setting up the campaign on the
platform.

4 - Location and seasonality affects performance.

5 - We need to be attentive in monitoring the campaign after its launch.

After making the campaigns live during 4th or 5th day i was not paying
much attention and in that time span lot of our budget was wasted at
irrelevant search terms

6 - unleavables should Make Product Pages More Detailed so they can run
DSA campaigns for search

7 - They should Mention Some Discounts & Offers so that CTR will improve

8 - Add more content to the website like blogs and fashion industry articles

Link Of The Doc

https://docs.google.com/document/d/
1yiN5ozDdLWpbZsjJIXFSi_VBqgqt_oUpDAhp3f5YFtc/edit?usp=sharing