Defying a rise in social media ad costs for Farm Toys Online

How we launched sales when ad costs soared

Activity period: 2020

Challenge

In the pandemic, high streets closed and time on social media increased. Not only that, millions of children were homeschooled: meaning their requirement for stimulation through learning and play was higher than ever. That presented us with an interesting opportunity for our client, Farm Toys Online. The potential customers were ready: they needed toys. There was a clear way to reach them with social advertising. But, there was a problem. Costs had soared.

129%

increase in purchases

77%

return on ad spend

Our approach

We developed fresh creatives to pull in Farm Toys Online’s buyers. We bolstered their quality scores, experimented with careful targeting and used a strategic approach to build up new audiences, converting them further down the sales funnel. Rather than using the conversion objective (the most expensive), we opted to target new customers with brand awareness adverts to get them to the site cheaply. Knowing they were interested, we then remarketed to them with the conversion targeting to get them over the line.

Results

Farm Toys Online were delighted to discover that despite the increased advertising costs, we managed to keep the return on advertising spend (ROAS) high. A 77% increase in ROAS was significant growth on their 2019 results of 44%, and with a 129% increase in purchases, we were pleased to help our client capitalise on the opportunity.

43%

decrease in cost per purchase

Testimonials

“

Launch Online has been a great partner in helping our company grow.

KELLY-ANN VICTOR – MARKETING & COMMUNICATIONS MANAGER – FARM TOYS ONLINE

”