#PushKnowledge
Faisal Zia Anwar .

This little tweak in the ad copy got us from 1.5 ROAS (Return on Ad Spends) to 9+ ROAS in two weeks

We started running ads for an apparel E-comm client on 19 June. We started the ads from scratch (zero data).

Despite testing out a ton of copies we were getting CTRs below 1%, with no sales. Actually, in the first five days, we made two sales (on father's day)

I racked my brain and realised that what would work in COVID times is acknowledging the existence of living an indoors life. All of our major competitors were doing so. We made some tweaks in the creative and just one change in the copy.

Just one change.

I added the line

'Stay safe indoors and look good while doing it.'

That's all we did. I was hopeful about the results. But damn did the ad crush it

We are getting a CTR% of over 7% on this new asset. This led to a massive jump in the ROAS. From 1.5 to 9+ ROAS.

And if you think about it, most of the big brands use the current times to remain relevant.

This was the first time I saw it in an A/B testing type action

Hope this helps

Originally Posted Here
11 Comments

Padmini Raghunathan

Beginner's question - how would digital marketing people get the prospective customers data. Would you have access to all the Google or fb searches that we make and pop up relevant ads? Do you pay to someone to get this data?

Faisal Zia Anwer

nope.
I prefer not paying for the data. Set up email collection systems on the website and always be running a list building campaign

Sooraj Kumar R

WOW. That's amazing. Do You think the ad better targeted people who prefer "looking good" meaning people who spend significantly above average on fashion based on user history?

Faisal Zia Anwer

Yup. Add emotion to make people realise that ' indoors all the time, they'd are feeling lethragic and not feeling Good Looking.' The average price of the product btw is INR 6K. Pretty expensive stuff.

Sooraj Kumar R

Casual wear? Damn, that's expensive for wearing indoors. That proves that people who spend on fancy stuff are still spending.

Faisal Zia Anwer

yup. When we were advertising for the same client during lockdown...people were buying clothes worth even 60K cuz of the heavy discounts we advertised

Rohit Nair

While working with Ecomm, how do you make the client agree upon the heavy discounts?

Faisal Zia Anwer

We tell them before onboarding itself that what the parameters of online ads will be.

Rohit Nair

How would you advise with the discounting if its not an ecomm and is reluctant to give a discount as it will eat up his margin?

Faisal Zia Anwer

hen open their finances in detail and create an offer that helps them acquire customers

Rohit Nair

Thanks man!❤️

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