INTENSE OUD
The online fragrance retailer Intense Oud ran Advantage+ shopping campaigns with Shops ads and saw an 83% increase in return on ad spend when selecting “website and Shop” as the conversion destination, compared to selecting “website” only.
Intense Oud is a fragrance ecommerce retailer with a platform that carries over 3,000 Middle Eastern fragrances, perfume oils, incense and incense burners. The company ships its products all over the world, including in the US.
increase in return on ad spend when selecting “website and Shop” as the destination for its Advantage+ shopping campaigns, compared to “website only”
lower cost per purchase by selecting “website and Shop” as the destination for its Advantage+ shopping campaigns, compared to “website only”
Intense Oud wanted to boost sales on its website and on its Shop on Instagram and Facebook.
THE SOLUTION
Adding Shops ads
Intense Oud was eager to adopt Advantage+ shopping campaigns as part of its ad strategy on Instagram and Facebook. This advanced solution uses artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes.
Rather than manually setting up several different campaigns with a patchwork of ad targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimize for the best-performing ads.
Because the fragrance company had set up a Shop on Facebook and Instagram, the team at Meta advised testing an Advantage+ shopping campaign paired with Shops ads* to see if this combination could drive even more efficient performance than either one on its own.
Advertisers can add Shops ads to their Advantage+ shopping campaign with just a simple click. When the two solutions are used in tandem, paid traffic is directed to either the advertiser’s website or to its Shop, as automatically determined by Meta’s machine-learning algorithm based on people’s past online behavior.
The team ran an A/B test that compared the performance of:
- Cell A: an Advantage+ shopping campaign that directed people to Intense Oud’s website
- Cell B: an Advantage+ shopping campaign with Shops ads, which automatically directed people to Intense Oud’s website or to its Shop
All other campaign elements—such as ad formats, placements, audiences and budget—were the same across cells. The results revealed that the Advantage+ shopping campaign and Shops ads worked best together, because having the second conversion location enabled Intense Oud to reach more shoppers than it could have with the Advantage+ shopping campaign alone. It also made the online purchasing experience smoother for shoppers.
Intense Oud determined the results of the August 30–September 19, 2023 ad campaigns using reporting data from an A/B test in Meta Ads Manager, which revealed:
- 83% increase in return on ad spend when selecting “website and Shop” as the destination for its Advantage+ shopping campaigns, compared to “website only”
- 52% lower cost per purchase by selecting “website and Shop” as the destination for its Advantage+ shopping campaigns, compared to “website only”
*Shops ads are available to any business with a Shop that is onsite checkout-enabled. Checkout-enabled Shops are currently available to businesses in the US.