Stonz: Facebook Ads 12.29 ROAS & Google Ads 10.98 ROAS
Discover how we used Facebook & Google ads to achieve a huge return on ad spend.
Industry
Children's apparel
Tools Used
Facebook ads
Google ads
Region
Based in Vancouver,
with a U.S & Canada target market
Results
0
Facebook Ads ROAS
0
Google Ads ROAS
"The Rocket guys have been transparent, punctual and efficient in the way they work, and we’re seeing some great results."
Josh Bluman
Marketing Director - Stonz
Here Is What You’re Going to Learn In This Case Study
Why having a conversion optimization system is so important for your offers, product pages, home pages, cart pages etc for your ecommerce store.
Why optimizing your data and attribution is so important when running ads on multiple platforms like Facebook, Instagram and Google.
Why building hype for Black Friday / Cyber Monday via email marketing is so important to start months in advance.
"I highly recommend working with the Rocket guys if you want to take your conversions to another level."
Josh Bluman
Marketing Director - Stonz
Background
We first started working with the Stonz team in early 2020, but then decided to stop everything!
Their data and market feedback showed us their website needed a conversion optimization makeover. We gave our best suggestions and then put everything on hold while the Stonz team updated the website. Restarting a few months later, the updates seemed to work, and it was onwards and upwards!
Data from our initial tests showed us a promising path to maximum conversions on the paid ads side: strategically using Google & Facebook ads together.
We had also tested lots of ad creatives and audiences, acquiring usable data that we could leverage to hit the ground running with the restart of the campaigns.
During our initial conversations, we asked the Stonz guys what problems they wanted us to solve for them. Here’s what they said:
- Help set goals & KPIs based on the the unit economics of their products and other micro/macro factors like new releases (micro) and seasonality (macro).
- Reset their current marketing system, map it to their goals & KPIs, and optimize it according to the new paid ads strategy.
- Make all of their ads channels profitable.
We loved the pure logical focus here because it aligns perfectly with Rocket’s scaling framework. We agreed to dig deeper into the status quo and the unit economics of the business, then create a paid ads strategy to get Stonz to where they wanted to go in terms of their revenue.
Rocket would then manage the paid ads system, and help Stonz reach their milestones as quickly as possible.
Goals
Achieve at least a 3x ROAS.
Craft & execute a synergized Google & Facebook ads strategy.
Scale the campaigns profitably.
Prepare the ad operations for Black Friday / Cyber Monday.
"We got in touch with Rocket Conversions to help with our ad campaigns, and Steve and his team have been great to work with from the start."
Josh Bluman
Marketing Director - Stonz
Challenges
Challenge 1
Tracking, attribution, and understanding performance across different ad platforms is challenging.
Challenge 2
With the shaky global situation, elections, pandemic, combined with increasing competition amongst advertisers and brands preparing for Q4, we anticipated ad prices to increase significantly.
The takeaway here is…… tracking and attribution is of vital importance to understand at the deepest possible level if you want to get the most out of your ads, but it’s not always easy when doing it across platforms.
The other thing is, facing massive uncertainty, Stonz did what was right, invested in their website, and jumped right back into the market. They not only got back to previous revenue levels, but broke all their records!
As usual, after all the best practices are put in place, it comes down to having an offer so good that your audience can’t ignore you. If you have a great offer, and if you want help getting results for your business, just reach out to us.
Solutions
Solution 1
Synergistic Google & Facebook Paid Ads Strategy
Use Google Ads to drive high-intent traffic to our funnel, and use Facebook ads for re-marketing. This works because people on Google are actively searching for the products, indicating they have a high purchase intent. On Facebook, we can craft much more specific messages to help people through our funnel.
Solution 2
Cross Channel Data Analysis System
Although the Facebook and Google Ads Tracking tag fires on every page load, both platforms do not understand which platform a visitor originates from. Thus, both platforms attribute a purchase to their own campaigns if a visitor has interacted with a campaign. This leads to double-attribution. To understand results better, you need to look at Google Analytics.
Solution 3
Black Friday / Cyber Monday Strategy
For BFCM, we prepared Stonz to use our proven strategy so we could move as much inventory as possible. Check out the full breakdown of our 5 Step BFCM strategy here.
Best Performing Ads
Below are the best performing ads, measured by ROAS:
If you’d like to learn more about how to analyze ads & make yours convert better, feel free to
send us a message here.
"Great experience working with Rocket, and I look forward to continuing working with them!"
Josh Bluman
Marketing Director - Stonz
Takeaways
Takeaway 1
Marketing studies show that on average, people have 7 touch-points with a brand before they are ready to buy. In order to grow your brand and have multiple touch-points with your audience, you need to advertise on multiple channels.
Takeaway 2
Optimizing your product and landing pages can have a huge impact on your performance. It’s not a set it and forget type thing, you need to actively plan your a/b tests, and constantly be focusing on improvement.
Takeaway 3
Stonz places a lot of emphasis on positioning itself as a Canadian brand because the data and market trends showed this messaging is becoming more impactful as audiences begin to shop from local brands again.
4.8 out of 5
You Say It Best...
The results are in. Our clients report more conversions, more customer lifetime value, and more bottom-line profit.
Thank you for all of your help Rocket team, we’ve sold at least a couple thousand which is amazing for preorders. So grateful. Ended up going #1 for cookbooks in Canada, and the #2 book sold in the country, then #2 for all cookbooks in the US, and cracked the top 100 books sold. Wowww. Huge part of this were the emails and landing page. I had so many replies to the emails. Hopefully can keep the momentum going, but I am floored by the service you provide and the results. You guys delivered way above my expectations. I really am so grateful.
Working with Rocket is FANTASTIC! So fantastic, actually, that we are selling out and we had to order more, much sooner than we planned on. It seems like we need to scale up production if we continue advertising at this rate - which is awesome! And we're working on doing that now. Thank you for all your help Rocket team!
We have been working with Rocket since 2020. I highly recommend working with Rocket Conversions if you want an expert digital ads team to help you grow. Lars and his team guides us in marketing initiatives and develops excellent strategies to increase our return on investment. The guys at Rocket are also excellent at listening to our feedback, collaborating with us and responding quickly. It’s a pleasure working with Lars, Steve & the Rocket team. Great strategies, great ads, great results.
Working with Rocket is excellent. Lead price has come way down, and feedback from the sales team is the leads are very good, having a lot of good conversations, and definitely getting buyers with money on the phone. The lead quality in general has been very very good. I've had no complaints from my sales teams, all saying that the leads have been of a high standard, bringing a lot of prospects who are buyers, and in the market looking for property to invest or buy for their own use. So thank you very much for your efforts in sorting the audiences. Working with Rocket is brilliant because we really nailed down a number of solutions to problems I felt we were having with our lead gen, and my team and I have a lot of confidence to move forward with our next developments. We had our highest sales months on record while working with the Rocket guys, which was a build-up from the start of all the work we do together, so massive thank you there.
Rocket Conversions was the right choice for us for three reasons:
Number 1: Mastery. These guys know the art & science of both business & marketing, and are never, ever afraid to step back, look at the big picture and do whatever it takes - a tweak or a reinvention - to get results.
Number 2: Unexpected services. Consultation on copywriting, design, marketing strategy, but also on business fundamentals. All offered with a smile and well-executed.
Number 3: Incredibly reasonable rates. You may find cheaper firms, but you won't find a better return on your social media advertising dollar.
Most recommended.
We sought out Rocket Conversions to help us identify opportunities in our paid social ads, optimize our ad content and provide direction for a long term strategy. The team was quick to test and define exactly what we needed to do to strengthen our execution and increase our ROAS. Overall a very pleasant experience working with Rocket as the team was very professional, attentive and communicative throughout the whole process!
We got in touch with Rocket Conversions to help with our ad campaigns, and Steve and his team have been great to work with from the start. They’ve been transparent, punctual and efficient in the way they work, and we’re seeing some great results. I look forward to continuing working with them.
Steve and the Rocket team came at the best possible time! After wasting almost $30k on companies that promised but never delivered, I was at my wits end! He came highly recommended from a friend, I must say given my past experience I was skeptical, but then I met Steve :). Not only did he know exactly how to identify my problems but he gave me the solutions and a step by step plan to fix them. He gave me loads of value upfront so I knew I was in good hands! I'm happy to say I consider Steve and Rocket not only my marketing wizards/saviours but also good friends now too! Rocket took the reins, fixed our issues and in less than 2 weeks we were getting not only high-quality leads, but also more than we knew what to do with!! We now have a team of 6 sales reps and are helping to line Zuckerberg's pockets with $30k every month + and growing fast. Thanks again to Steve and the Rocket team!
Steve and his team entered our project at the right moment! We had no direction with our brand strategy, our conversion focused marketing, our customer retention, and many other elements of our business. The Rocket team came in and provided the direction and execution we needed, and they continue to support us in getting the pieces together with a clear and systematic marketing and operational methodology. For me, Steve and the Rocket team are diamonds in the rough, the right partner if you want to strategically grow now, and long-term. Their expertise and solutions far exceeded our expectations. Overall, they give us the confidence to tackle the marketing challenges we are facing on our journey to disrupt the market with our solution.
As a new fashion brand, we were trying to work our way through with no results for a long time, until we found Steve and the team. Working with the Rocket team has been a most pleasant experience! Their dedication and passion for helping businesses grow really shines through in their unrivaled customer support and attentiveness to the specific needs of our business. We look forward to a long lasting and prosperous relationship!
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