ALL MY WAY
To reach more people, the South Korean cleaning brand tested various targeting strategies, and found that its campaign targeted to lookalike audiences of previous customers and Instagram Shop visitors earned a 33% higher return on ad spend.
Started in 2018, Korean cleaning brand All my way specialises in antibacterial wipes suitable for household furniture and fixtures like mirrors and faucets. The brand aims to provide affordable and convenient cleaning supplies.
lower cost per action from lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers
higher return on ad spend from lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers
more purchases from lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers
All my way had created a large Custom Audience based on shopping engagement after running ads with product tags on Instagram for three months, and wanted to learn how to optimise its targeting strategy to reach even more customers and boost sales.
THE SOLUTION
Testing targeting audiences
The Korean cleaning brand set up an A/B test comparing two lookalike audiences. The first included a lookalike audience that was based on a Custom Audience of people who visited the brand’s Instagram Shop and a lookalike audience based on a website Custom Audience of previous customers. The second was based only on the website Custom Audience of previous customers.
The test campaign featured photo and video ads that highlighted the brand’s cleaning wipes, both using the conversions ad objective. While the photo ads offered a special discount, the video ads featured people using All my way’s products to clean glass, mirrors and television screens. All the ads included a Learn more button that linked to the cleaning brand’s online store. To make the most of its budget, All my way also used Advantage+ placements to distribute it ads across Meta apps, according to where and when they were most likely to perform best.
After April–May 2022 campaign, the A/B test results showed that targeting ads to a lookalike audience of Instagram Shop visitors and website customers was most effective, producing the following results:
- 23% lower cost per action from lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers
- 33% higher return on ad spend lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers
- 29% more purchases lookalike audiences of Instagram Shop visitors plus previous customers, compared to a lookalike audience of previous customers