Where did it all start?

Another story about how Upwork helps us find a very interesting client - Aura. This is a very ambitious company that creates know-how on the market. It already had an exciting product ready, which just needed to be approached.

Before us

The project came to us with a problem - they had already invested $20,000 a month in Facebook advertising and went into losses. This was a sign to us that the client had already taken the first step toward generating sales, and we just needed to figure out how to fix the payback.

Point А

• Advertising budget - $20,000
• Cost per sale - $110
• ROAS - 136%

What was the process of development?

The first task was to analyze the mistakes in the previous advertising agency's launches and see how we could launch better.

To tell you the truth, we like clients who come to us after other specialists, because they have already gained experience in advertising and have tested some hypotheses. And we, based on the analysis of their results, understand what will definitely not work and what can be given a second chance.

In this project, things were not so simple: the advertising accounts were blocked, and after that, the results deteriorated a lot. Initially, we were getting sales even more expensive. Sh** happens.

So we started testing different advertising accounts with several landing pages (a huge plus from the client's side is that they had different websites). After 3 weeks of active work, we found the best bundle. Yay!

Next, we recreated a plan for launching advertising campaigns:

Based on our analysis of past launches, we prepared 4 different styles of creatives at once, and the truth is, it worked in ways we didn't expect. This is why we always rely on numbers and the market rather than our gut feeling. Only after tests, we can draw conclusions.

The Black Friday period was hot, and that's when we implemented 3-step marketing as TOF MOF BOF funnel stages and got a very high payback: with an investment of $8,000 - 250% of ROAS for the whole month.

You can see that we have reduced the budget from $20,000 by more than half. This was done in order to find a workable bundle, testing different ones on a minimum comfortable budget - and then scaling up afterward.

So in December we have grown to a $2,000 investment per day and have kept the return on investment at 250% (and that's just from what we see in the Facebook Ads account).

A few words to add about Google ADS. As the product is innovative, it has been difficult to get positive results on this platform. But we can clearly see that the more we invest in Meta ADS, the more ROI we get with Google ADS.

If you have a standard and a product that every fifth person knows about or uses, then it is logical to start with Google ADS, get a higher ROI, and invest the profits in Meta ADS to find the right strategy.

Point B

• Monthly advertising budget - $60,000+
• Cost per sale - $65
• ROAS was increased by 2,1 times - 250%
• The client has approved the strategy for the European countries, so we expect increased efficiency because of less competition in the auction.

Total

Advertising budget - $36,190.00

Sales - 556 ****

Cost per sale - $65

ROAS - 250%