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Case Study: Maximizing ROAS for Cheezious through Strategic Meta Campaign Optimization

Project Overview

As Digital Marketing Manager at Ben Daood Studios, I had the opportunity to work with Cheezious, a well-established food brand in Pakistan to boost its digital advertising efficiency on Meta platforms (Facebook and Instagram). With tracking systems already effectively in place, the primary objective for this campaign was to enhance Return on Ad Spend (ROAS) across various ad sets, ensuring each dollar spent drove maximum revenue.

Challenges

Despite steady performance, there was potential to increase ROAS further, given the competitive nature of the food and delivery service market. The challenge was to refine targeting and creative strategies to drive higher revenue with steady increase in ad spend.

Strategy & Execution

  • Optimized Audience Targeting: By segmenting audiences based on historical engagement and purchase behavior, we tailored ad sets to specific demographic and location-based groups. This targeting refinement allowed for more precise ad delivery, aligning content with audience interests and purchase intent.
  • Creative Testing and Refinement: Multiple versions of ad creatives were tested, with a focus on high-impact visuals and compelling calls-to-action. The best-performing creatives were scaled across various ad sets, helping to drive stronger engagement and conversions.
  • Efficient Bidding Strategies: The campaigns employed advanced bidding strategies to allocate budget effectively, prioritizing high-performing ad sets. This ensured that the budget focused on segments yielding the highest returns, which contributed to an improved ROAS.
  • Cost Efficiency Benchmarks: Peer benchmark analysis revealed that Cheezious’ ad sets were performing significantly better than similar campaigns in terms of cost efficiency. Certain ad sets achieved cost per website purchase rates 76% lower than peer averages, while others achieved cost per engagement up to 74% lower than industry standards.

Results

The strategic adjustments delivered impressive results, with notable improvements in ROAS and overall campaign efficiency:

  • Average ROAS of 36.88: By strategically optimizing ad delivery and creative impact, Cheezious achieved an average ROAS of 36.88 across campaigns.
  • Lowered Cost per Engagement and Purchase: Cost per engagement was reduced by up to 74% compared to peer benchmarks, while cost per purchase in some ad sets was 76% lower than similar campaigns in the industry.
  • Increased Reach and Impact: With enhanced targeting and optimized ad spend, the campaigns achieved wider reach and greater engagement, solidifying Cheezious’ position in the digital landscape.

Conclusion

Through focused optimization efforts, we successfully maximized ROAS for Cheezious, showcasing the potential of a finely-tuned advertising strategy. By refining audience targeting, testing creative elements, and prioritizing budget allocation, the campaigns outperformed expectations, driving substantial returns and setting a high standard for future initiatives.