Case Study: Pop and Dangle

Pop and Dangle, a handmade jewelry business, saw a massive return on investment from their Facebook ad campaigns after attending our Facebook Ads workshop. By focusing on the right campaign goals and making strategic adjustments, owner Jenny transformed her advertising efforts from getting clicks to getting sales.

The Challenge: Lots of Clicks, No Purchases

After the workshop, Jenny launched several ad campaigns but focused on traffic as her objective. While the ads were generating many clicks to her website, they weren’t leading to any actual sales. The campaigns were optimized to get as many people to the site as possible, not to attract those most likely to buy. Jenny needed to shift her strategy to convert clicks into customers.

The Solution: A Purchase-Focused Campaign

Through a coaching session, we helped Jenny redefine her campaign objective. The goal of the game, we explained, is to match your campaign objective to your ultimate business goal. For an e-commerce store, that means focusing on purchases, not just traffic.

A new campaign was launched with the goal of driving purchases. Here are the key results from the new strategy:

  • $100 spent generated 5 purchases
  • $463 in total revenue
  • $20 cost per purchase
  • 4.29x Return on Ad Spend (ROAS)

This new campaign achieved a 3% conversion rate, proving that a targeted approach can make all the difference.

The Next Steps: Optimizing and Automating

To build on this success, we recommended a few more key strategies for Jenni:

  • A/B Testing Creatives: Jenny’s campaign was giving 94% of the budget to a single ad that was performing well. To find other winning ads, we recommended a simple A/B split test to compare different creative options (images, videos, or copy) against each other. This ensures budget is allocated fairly and helps identify the best-performing content.
  • Email Automation: We also set up automated email flows in Shopify. This included a four-part welcome series for new subscribers and an abandoned cart sequence. By implementing these automations, Jenny can now nurture potential customers and recapture lost sales on autopilot.

These automations are now working in the background to drive additional sales and engage customers, further maximizing the value of her ad spend.

 

The Result: A Winning Strategy

 

Jenny’s success with her Facebook ad campaign is a fantastic example of how powerful it is to align your advertising strategy with your business goals. By shifting her focus from traffic to purchases and implementing ongoing optimizations and automations, she achieved a strong 4.29x return on ad spend and laid the groundwork for sustainable growth.