RHOBACK

Rhoback saw a 33% increase in return on ad spend when selecting “website and Shop” compared to selecting “website” only as the conversion location of its Advantage+ shopping campaigns.

عرض ‏‎@rhoback‎‏
THE STORY
Leading activewear brand

Founded in 2016, Rhoback set out to become a leading activewear brand by developing apparel that seamlessly transitions from the field to the office and everything in between. Rhoback places an emphasis on creative content meant to inspire people to crave activity.

29%

decrease in cost per conversion when selecting “website and Shop” as the conversion location of the Advantage+ shopping campaigns versus “website” only

33%

increase in return on ad spend when selecting “website and Shop” as the conversion location of the Advantage+ shopping campaigns versus “website” only

We were interested in testing Advantage+ shopping campaigns and Shops ads to reduce friction between our ads and checkout. While initially hesitant to give up control over where we directed traffic, between our Meta Shop and website, we were shocked to find how much our cost per conversion decreased when we gave the Meta algorithm this additional layer of flexibility.
MATT CASCIANI, MARKETING DIRECTOR, RHOBACK
THE GOAL
Attracting new customers

Rhoback wanted to acquire new customers and increase sales on its website and on its Shops on Facebook and Instagram.

THE SOLUTION

Adding Shops ads

Rhoback had been excited about testing Meta’s Advantage+ shopping campaigns because they use artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes.

Rather than having to manually set up several different campaigns with a patchwork of 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 highest performing ads.

The team at Meta advised Rhoback to also try testing an Advantage+ shopping campaign together with Shops ads‏*‏ to see if this combination could drive higher campaign performance than either could on its own.

It only takes a simple click to add Shops ads to Advantage+ shopping campaigns. And when using them both together, paid traffic is automatically sent to either the brand’s website or to its Shops on Instagram and Facebook. That’s because Meta’s machine-learning algorithm automatically and seamlessly sends people where it understands that they are most likely to make a purchase—a brand’s website or its shop on Instagram and Facebook—based on their past behaviors.

The team ran an A/B test that consisted of:

  • Cell A: An Advantage+ shopping campaign that directed people to Rhoback’s website
  • Cell B: An Advantage+ shopping campaigns with “website and shop” as the conversion location, which automatically directed people to Rhoback’s website or to its Shops

All other campaign elements—such as ad formats, placements, audiences and budget—were the same across cells.

The results proved the hypothesis that running an Advantage+ shopping campaign and Shops ads together worked the best. Having the Instagram and Facebook Shop as an additional conversion location enabled Rhoback to reach and attract more shoppers and boost sales.

Rhoback determined the results of the July 3‒24, 2023 ad campaigns using reporting data from an A/B test in Meta Ads Manager, which revealed:

  • 29% decrease in cost per conversion when selecting “website and Shop” as the conversion location of the Advantage+ shopping campaigns versus “website” only
  • 33% increase in return on ad spend when selecting “website and Shop” as the conversion location of the Advantage+ shopping campaigns versus “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.

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