Digital Marketing
Increasing Sales of Smart Glucometers via Facebook Advertising
​Background
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My client was a startup in the Health-Tech space, and sold Smart Glucometers for measuring Blood Sugar. Facebook Ads & Google Ads were the only point of sales, with Facebook contributing to 90% of the sales. After 5 months of online advertising, the cost-per-sale kept rising and the sales kept declining for the next 2 months
Objectives
Cost per Sale < $10 per device
10% month-over-month increase in sales
Challenges
Audience Fatigue
The audience sets provided by Facebook had exhausted their unique reach. Ads were being shown to the same set of people since 5 months
Rising Cost-per-Sale
Given the audience exhaustion, the cost-per-sale had been steadily rising to level where every sale was resulting in a loss
Fall in Sales
With the decline in unique reach, the sales kept falling. The audience seeing the ads had either already bought the device, or weren't interested
Insights
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I spent a a lot of time over the next few days analyzing data from the Google Analytics, CRM software, and competitors' websites, and came up with the following insights -
Lack of Regional Content
A Google report indicated that there had been a 10X growth in the consumption of vernacular content online. Till now, I was only running English Ads. Also, a majority of our web traffic came from 6 regions in India
Poor Landing Page Experience
The landing page load time had increased considerably as compared to previous months. It was also experiencing 4-5 downtimes a day, thereby resulting in a poor browsing experience
Creative Fatigue
Studying Facebook's data indicated that the audiences would stop interacting with the ads after 3 days. Also, ads focusing on festivals or upcoming events worked the best
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1. Vernacular Ads: Drawing insights from Google's report, the client's sales data, and Google Analytics, I figured out 6 of the top states where we should be focusing our marketing budget on. We got a content creation agency on board to create vernacular text ads in 6 languages, and ran a separate ad set for the 6 chosen states
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2. New Landing Pages: 6 separate landing pages were created to corroborate with the above, and improve landing page experience. Also, by minifying Java Script and identifying other loopholes on the website, the downtime was reduced drastically ​
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3. Fresh Ads: The creative agency was briefed to generate fresh ads with a regional touch
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4. Mailers: Partnerships were established with 4-5 emailer agencies that had audience cuts which mirrored those of Facebook's in terms of psychographics, yet were pretty unique. An email blast was scheduled every morning from their end
Solutions
Based on the insights, I came up with the following solutions -
Results
1.9X
30%
35%
Increase in Sales
via Facebook Ads
Reduction in
Cost-per-Sale
Sales from Regional /
Vernacular Ads