Case Study: Direct-to-Consumer Apparel Brand Drives Online Sales with Simpli.fi's Behavioral Targeting Solutions
• Men’s apparel company specializing in online sales
• Founded in 2020 as a Direct-to-Consumer brand and now also in retail stores
• Partnered directly with Simpli.fi in late 2020Results
• $19.19Cost Per Action
• $62.21 Average Cart Value
• $3.24 ROAS
• 17,000 Transactions
DRIVING ONLINE SALES
Direct-to-consumer ecommerce brands utilize digital advertising to precisely target their ideal customers and drive immediate results without wasting impressions. One direct-to-consumer men’s apparel line, founded in early 2020, started out as many new advertisers do by focusing on non-targeted digital and social media.
As they grew, they recognized the need to improve their marketing efforts with more precise targeting and attribution. The brand partnered with Simpli.fi at the end of 2020 to test the effectiveness of programmatic advertising.
The advertiser chose Simpli.fi to leverage behavioral targeting in order to find users who were actively looking for men’s apparel and then provide a personalized ad experience based on online actions such as keywords searched, site visits, and products viewed.
The brand also took advantage of Simpli.fi’s Transaction Value Reporting that accurately measures purchase values from online conversions to calculate Return on Ad Spend (ROAS). Their main objectives were to increase online sales, attain a high ROAS, and achieve a Cost Per Action (CPA) of $32.50, with an action defined as an online purchase.
BEHAVIORAL TARGETING CAMPAIGN
Simpli.fi worked directly with the brand to plan and execute a four-month programmatic campaign. Because the brand only sells men’s apparel, they wanted to reach both males shopping for themselves, as well as females shopping for someone else. Therefore, Simpli.fi set up two distinct Search Retargeting tactics with a total of more than 2,000 keywords:
- Men searching for terms such as style, fashion, and men’s health would receive an ad tailored to them.
- Women searching for terms related to men’s gift ideas and shopping for men would be served ads encouraging the purchase of apparel for a male.
With transparency down to the individual keyword, the Simpli.fi team optimized the campaign by focusing on the highest performing keywords. Additionally, the team added and removed keywords and creatives related to major shopping holidays to ensure timely and relevant ad delivery around events including Black Friday, Christmas, and Valentine’s Day.
The brand also took advantage of Simpli.fi’s Site Retargeting and Dynamic Creative solutions for a more relevant retargeting experience. Site Retargeting allowed the advertiser to retarget users who had been to their website, ensuring their ad spend was used on people actively interested in their products.
Furthermore, the advertiser used Simpli.fi’s Dynamic Creative targeting to serve personally relevant ads to users who had started the purchase process. This enabled the brand to target users who viewed specific products or added a product to their shopping cart with an ad for that same product on another website to encourage consumers to complete the purchase.
MEASURING SUCCESS OF ECOMMERCE ADVERTISING CAMPAIGNS
With Simpli.fi’s Transaction Value Reporting, the brand could report on the average purchase value in real-time and easily calculate ROAS by dividing the transaction value by total campaign spend. Additionally, Simpli.fi’s advanced attribution tool helped the brand gauge their advertising performance across channels by revealing how their programmatic campaign impacted the bottom line. Demonstrating a direct relationship between advertising spend and revenue enabled this brand to make better budget allocation decisions.
Overall, the e-commerce company was thrilled with the results of their first programmatic campaign. Using Simpli.fi’s Transaction Value Reporting, they measured 17,000 transactions on their website during the four-month campaign and an average cart value of $62.21, a highly successful figure for the brand which predominantly sells t-shirts.
Interested in behavioral targeting with Simpli.fi’s Transaction Value Reporting for your next campaign?
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