Impressions alone don't translate to revenue. That's why our emphasis is on creating profitable Meta ads.
Launching Facebook and Instagram ads is easy. Making them truly profitable is hard.
Not many marketing agencies would care. We do because we’ve scaled actual businesses, not just an agency. Our entrepreneurial DNA has helped hundreds of DTC brands find the winning combination of having the right campaign structure and impactful ad creatives.
Our process
1
A comprehensive business audit, not just a routine ads manager review.
Too many agencies prioritize getting their clients to spend money right away. Not at Evestar. We believe that for our team to succeed, our clients must succeed first. That’s why we conduct an in-depth analysis of your business before launching any ads.
Understanding your product is our initial step. Regardless of your industry, we need to know why prospects should care about your product and what you have to offer.
We also evaluate your business metrics to understand your margins, goals, revenue targets, and the profits you need to generate to continue reinvesting in your business.
After gathering sufficient data, we analyze your current targeting, ad copy, and creative positioning to identify some quick wins.
This leads us to our first major task...
2
Creative audit and UGC (User-Generated Content) sourcing.
Your brand likely has some assets we can repurpose into more effective ads with impactful copy. However, you probably lack the right User Generated Content (UGC).
UGC has evolved from a nice-to-have asset to an absolute necessity. A portion of your media spend should be allocated to ongoing UGC creation. We collaborate with hundreds of experienced content creators to provide high-converting UGC. This type of ad not only engages prospects better but also improves your click-through rate (CTR), reduces ad costs, and most importantly, lowers your cost per acquisition (CPA).
One significant step we will take together is activating our team of content creators. They will write winning scripts, craft impactful hooks, and deliver high-performing ads. Remember, you’re just one ad away from everything clicking into place. Trust us, we’ve seen it happen time and time again.
For instance, one of our fashion brands embraced a regular cadence of UGC generation in 2022. This created stability in their nCPA, allowing us to scale their revenue from $4M per year to $6M per year. If you're not doing this correctly this year, you're wasting ad dollars and leaving money on the table.
Unless your content bank is full of perfect assets, we’ll likely begin by focusing on generating ongoing UGC (short form video ads) to create that winning ad that transforms your efficiencies. We’ll activate our team of content creators, write winning scripts and impactful hooks, and deliver high performing ads. Remember, you’re just one ad away from everything clicking into place. Trust us, we’ve seen it happen time and time again.
3
Ad Destination URL and the importance of Landing Pages
In today's advertising landscape, maintaining control over the entire ad environment remains as crucial as ever. Yet, one aspect often neglected by direct-to-consumer (DTC) brands is the importance of a high-converting landing page.
Many of the brands we assess still direct their ads to either their homepage or a product page. While this approach may yield some conversions, it pales in comparison to the efficacy of a dedicated landing page. Such a page serves to enlighten new customers about your offerings and why they should care about them. The aim is to streamline the conversion process; directing visitors to hunt for pertinent information across your website only leads to confusion and missed opportunities.
Transitioning to dedicated landing pages has proven instrumental in reducing the cost per acquisition (CPA) for several of our clients by 20-50%. When combined with compelling user-generated content (UGC), this strategy can catapult your brand's success.
4
Appropriate campaign structure setup
A significant portion of our audits reveal that a staggering 80% of ad account structures are either outdated or recklessly organized. These subpar setups not only lead to considerable ad expenditure wastage but also erroneously lead advertisers to believe that Facebook is ineffective.
Admittedly, navigating the platform has become increasingly challenging, but with the right support team, success is still achievable. It's highly likely that our next course of action will entail a complete overhaul of existing campaigns. In today's digital landscape, simplicity and consolidation are paramount for effectiveness.
Facebook's ad delivery performs optimally once it transitions out of the learning phase, hence, minimizing the number of campaigns is essential. Equally critical is implementing precise audience exclusions to compel Facebook to prioritize attracting new customers.
4
Improving performance via unorthodox agency practices is our forte.
We prioritize Facebook's capacity to attract fresh visitors and potential customers over pursuing a high platform Return on Ad Spend (ROAS). In our view, ROAS is an antiquated metric that can be artificially inflated through extensive retargeting efforts, offering little more than a superficial sense of achievement.
In today's ecommerce landscape, it's paramount to emphasize Facebook's effectiveness in driving cold traffic and acquiring new clientele. This is why we concentrate on more pertinent metrics such as net Cost per Acquisition (nCPA), Lifetime Value to nCPA ratio (LTV/nCPA), Media Efficiency Ratio (MER), and revenue generated from new customers.
For cultivating repeat customer revenue, we rely on robust email and SMS strategies to carry the load. By doing so, we free up additional advertising funds to allocate towards acquiring fresh clientele – the lifeblood of any business.
We are deeply immersed in your ad account, although we refrain from making daily adjustments to budgets or relaunching ads (a counterproductive practice). Instead, we diligently monitor key metrics like Click-Through Rate (CTR), Cost per Thousand Impressions (CPM), and Cost per Acquisition (CPA) to gauge scalability opportunities or the necessity for fresh ad content.
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