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Tier 11 has been in business for over a decade, which means we’ve collected a lot of client success stories and winning promos. It was a challenge to pick just one “Most Successful Promotion Ever”, so we’ve highlighted a few that we enjoyed working on and which positively impacted our clients’ abilities to deliver on their big “Why”.
One Tier 11 client wanted to leverage Memorial Day to highlight their veteran’s focused charity program.
This promo is on the list because of how well the holiday-focused promo worked. We had run the exact same promo in the past–such as for Black Friday/Cyber Monday, but didn’t see the same level of success then (2.56X ROAS) compared to this time.
Using limited creative (one video, two images, and some slideshow videos), we ran a Memorial Day offer which supported veteran’s charities. Their normal KPI is about 1.2X ROAS, but here we saw an amazing 5.17X ROAS. The offer was simple: “5X tickets for every 1 you buy, with a purchase of $25 or more” with an angle of “Remember our fallen heroes and support our veterans this Memorial Day.”
The timeliness and relevance of your ads matters when it comes to holidays. Our media buyer Courtney Livesay says, “I think Memorial Day was such a hit due to the veteran charity tie-in, which felt relevant and genuine for that particular holiday. We ran copy that used that angle before the offer was active, and those ads did really well also, so the veteran charity tie-in definitely seemed powerful.”
For this brand, we were able to apply the full-funnel approach - both in advertising and after-the-click services - to their business to generate 1.8 million in revenue in less than 18 months while scaling their ad spend.
We were able to scale each part of this business, which included ecommerce products, information marketing, and digital products using a full-funnel approach that included after-the-click optimization.
The numbers:
This was one of the first clients where we looked beyond advertising to scale their business. We applied our Acquisition Path Harmonization to diagnose the holes in the buyer’s journey from ads all the way to sales and then even retargeting. We incrementally improved the entire campaign setup, ads, copy, product mix, offer, and more over the course of 18 months.
Specific fixes included:
Only addressing one part of your marketing - just the ads, or just the funnel, or just the offer -isn't enough. Each of these pieces has to work in harmony with each other. Furthermore, as we’ve seen, there is never a point where it’s acceptable to stop iterating and optimizing. Success requires constantly looking for ways to optimize and push the needle even more.
This third promo is in our list of case studies for a reason: it’s an amazing result for an amazing brand.
We were able to help the client go from being completely banned on Facebook/Meta to being able to run ads on Meta, and then expand to Google with a 16X ROAS. They’re also one of our favorite “brand-building” case studies about a client who used organic social and awareness-based content in their ads to grow their list.
In 2021, our expert team dove in using our in-depth Strategic Growth Plan process. We also performed an A-Z tracking review and validated the setup of Wicked Reports, Facebook, and Clickfunnels, examining every pixel, script, and tag in detail.
Our analysis found several strategic and technical issues impeding their growth.
Their ad creatives and audiences lacked variety. We found their audiences weren’t segmented by level, which meant that retargeting was basically non-existent. Finally, their messaging wasn’t tailored to specific audiences or awareness levels.
We quickly learned that the numbers inside of Facebook and Wicked Reports were inaccurate. We identified errors in the “Purchase” and “Complete Registration” Events, in Google Analytics tagging, and more.
In our analysis, we also discovered that an average of 27.6% ($15,392) of spend was being wasted per quarter due to a poor post-click experience such as slow page speeds and unoptimized mobile pages.
The work we did over the next year leading up to the latest brand-building push can be described in three phases: recovery, optimization, and expansion.
The first step was to get their ad account back. We worked closely with our Meta Partner Manager to correctly categorize our client and get them back online.
Once we got their ad account restored, we quickly worked to get Wicked Reports. We removed redundant purchase events that fired on pages where they shouldn’t have fired, and added the Wicked Reports tracking code to critical pages where it was missing.
Then we got to work. Over the first handful of months together, we continued to scale their advertising efforts, testing new hooks, formats, and audiences. Each new test enforcing (or disproving ) hypotheses, leading to creative and media buying efficiency.
Our foray into brand building activities happened organically as the account grew. We monitored the data across the platforms with an eye for new opportunities.
It can take anywhere from 8-20 touchpoints for someone to convert. And while the predominant percentage of ad spend was directed toward cold traffic, with the goal of getting customers to buy, we knew it could be beneficial to place educational content in front of these prospects as well.
Every prospective customer is at a different point in their buyer’s journey. It may take more time or more touchpoints for some to buy compared to others, and the more we can respect that, the more profitable brands will be over time.
Google Performance Max identified that certain blog posts on this client’s site were gaining traction organically, so we decided to create campaigns around those posts and other top of funnel (TOFU) content.
In our initial tests, the top of funnel content consisted of:
We also leveraged customer testimonials, boosted user-generated content (UGC), and utilized webinars and challenges to grow their list of leads and nurture them into buyers, all while the client continued to grow their podcast, YouTube channel, and social media accounts.
After we started “brand building” campaigns, some interesting data came to light.
Compared to before, the brand building push decreased overall ROAS by 6%. This would normally be seen as a bad result when viewed in isolation. But, in light of the bigger picture, it’s clear that it’s not at all bad.
That’s because even though we shifted the ad budget to the top of the funnel—increasing it by 55%… we increased the leads generated on Facebook by 40%…resulting in 11,113 leads generated... an incredible increase of over 2,221 more leads than before the brand-building push! These leads are now in their email list, where they can be nurtured and remarketed to until they purchase.
But that’s not all!
Despite shifting the budget to top of funnel campaigns (that other media buyers claim “don’t work”), this client still saw an additional $1.4 million dollars in revenue in just one quarter. This was across all their ad channels, including a 16X ROAS on Google. And therein lies the secret measure for brand building advertising on Meta… Google Ads performance gets better. More people learn about your brand on Meta, but they search for it on Google.
The takeaway:
Brand building works when you stick with it, especially when you combine educational content with advertising.