A vegan skincare company that I worked with struggled with running successful retargeting campaigns. Retargeting works best with low funnels and audience that are highly likely to turn into customers.

The Challenge:

Even with highly targeted retargeting ads. CPA was about $31.14 which was pretty high for the brand that had an AOV of $40. I saw an opportunity to refine this to get a better ROI and lower CPA while keeping impressions high.

My Strategy:

Adroll can pull product feed directly from Shopify site and it works by showing products of interest to audience who have visited website but did not make a purchase. I created a full funnel strategy to reach customers at various stages of sales cycle. My strategy of well defined audience segments and serving them personalized ads based on demonstrated interests paid off and our CPA went down.

Since this particular company had a sizable email database, I connected their email list with adroll to serve ads to the list and also created a look alike audience. I created static ads for new product launches, holiday special promotions etc with simple but strong headlines and clear CTAs

Results:

Within a few months of we exceeded our target ROI and successfully lowered 50x our CPA from $31.14 to $10.22.
Here is a graph showing our CPA dropping down month by month.

Here is another chart showing our growing 10x monthly impressions.