France

Soltie

Soltie started as a small project to test cat products to possibly add them to their physical shop. I was contacted by someone that wanted to create a Facebook page to test out different products for cats before incorporating them into their main store. I was responsible for creating the content, managing the page, and engaging with the audience to gather feedback on the products being tested. The goal was to create a fun and interactive platform where cat lovers could share their experiences and opinions on the products being tested.

Social Media

portfolio
Soltie's test Facebook page for a cats. It took me 3 months to build a following of 500 people.
portfolio
Some of the content created for Soltie's Facebook page to create engagement and build a community.

Increasing Engagement

portfolio
The post above was boosted gaining 8.6k likes. We spent 1€ a day per post that best performed in terms of engagement and reach.
portfolio
Once they had liked the post we were able to invite them to follow the page, as you see in the image above all the invitations have been sent.

Meta Ads

Once we increased our page followers we decided to test Meta Ads to test cat products and see how they performed in terms of engagement, reach and conversions.

Example of product

portfolio
Above you can see one of the product we tested in our Meta Ads campaign, the cat bruch.

Front

portfolio
Above you can see one of the creatives for that product, in this case they are videos to show better the product features.

Ads Manager

portfolio
Here you can see three products that we tested in our Meta Ads campaign starting in Febuary 2023. I will analyze the performance of each product in the next section and I will start from the first one created to the last, so from bottom to top.

Campaign 1: Cat Brush (sales)

  • Investment: €230.95
  • Reach: 20,311 impressions at €11.37 CPM
  • Engagement: 2.67% CTR generating approximately 543 clicks at €0.43 CPC
  • Conversions: 6 add-to-carts (€38.49 per add-to-cart), 1 purchase
  • Revenue: €19.99
  • ROI: -91.3% (loss of €210.96)
Performance Analysis

The issues include, very low conversion of add to cart, resulting in even lower purchases, this show checkout friction, user experience issue and unsustainable customer acquisition costs.

The price of the product is too low for the current acquisition cost.

Recommendations

Implementing a retargeting campaigns for people that interacted with the ads and the 5 users who abandoned their cart.

If possible increase the price of the product to improve profitability, it would need to be at least 50€ or reduce cost per purchase below 15€ to be profitable.

Check for friction in website design or user experience and test urgency strategies, such as limited inventory, time-sensitive discounts. This will improve cart to purchase conversions.

Campaign 2: Cat Litter Mat (sales)

  • Investment: €171.38
  • Reach: 17,065 impressions at €10.04 CPM
  • Engagement: 1.96% CTR generating approximately 335 clicks at €0.51 CPC
  • Conversions: 23 add-to-carts (€7.45 per add-to-cart), 3 purchases
  • Revenue: €86.97 (€29.00 average order value)
  • ROI: -49.2% (loss of €84.41)
Performance Analysis

Best conversion funnel performance among the tested products with the most efficient add-to-cart acquisition. It show potential as it converted several customers.

Nevertheless, it is still unprofitable, the cost per purchase is at 57.13€ while the revenue is only 29€.

Recommendations

This campain needs to be optimized for better profitability. The 20 cart abandoned need to be targeted via email sequences offering discount codes or urgency strategies.

The CTR is on the low side, so it would be interesting to do A/B testings with other creatives, this will reduce the CPC and cost per purchase.

I would reduce spend by at least 40% while optimizing and only scale once we achieve the break-even.

Campaingn 3: Cat Bed (sales)

  • Investment: €77.74
  • Reach: 20,464 impressions at €3.80 CPM (best performance)
  • Engagement: 5.82% CTR generating approximately 1,191 clicks at €0.07 CPC (exceptional)
  • Conversions: 2 add-to-carts (€38.87 per add-to-cart), 0 purchases
  • Revenue: €0
  • ROI: -100% (total loss of €77.74)
Performance Analysis

This campaign is a marketing paradox. The best top-funnel metrics with the worst bottom-funnel conversion.

Very good CPM, high engagement of 5.82% CTR, with the lowest CPC at €0.07.

Nevertheless, 1.191 clicks and only 2 add-to-cart (0.17% add-to-cart rate), with no purchases that suggest a misleading ad creative, landing page does not deliver what is expected, price might be too high or a product that is not appealing.

Recommendations

I would pause the campaign until issues are resolved, check creatives, landing page, product page and checkout flow.

Consider price adjusting based on market feedback

retarget the cart abandoners with personalized offeres before a broader relaunch.

portfolio
Above you can see the adset for the first campaign (Cat Brush) named by the different type of interests.
portfolio
Above you can see the creatives for the third campaign (Cat Bed) with the interest 'BROAD'.

Conclusion

This project was one of the first ones I did with Meta Ads, it gave me the opportunity to learn how to create and optimize campaigns, analyze performance and make data-driven decisions to improve results. I learned a lot about the importance of testing different creatives, targeting options and optimizing for better profitability.

The client decided to sell on his shop the 'Cat Litter Mat' as it was a new product at the time and had that 'wow effect' that interested potential customers.