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Customer Retention. Automated

Windsor Circle Custom Audience Beats Facebook Audience Across the Board

Posted by Polly Flinch on Oct 17, 2017 10:00:00 AM
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On April 24th, we launched a native integration to Facebook allowing retailers to create Custom and Lookalike Audiences using product, purchase, customer data, along with predictive data sets, such as predicted gender and predicted next order date. We’ve been proud to stand behind the success our clients, such as NewYorkDress and RightStufAnime.com are seeing with this tool; however, we were curious how our Custom Audiences would stand up in a test against the exact same Facebook Audience.

One online retailer, working with our partner, ROI Revolution, was willing to do such a test. This retailer, whose estimated online sales in 2016 topped $15 million, worked with ROI Revolution to set up the campaign.

Test 1

AUDIENCE: People who purchased once in the last 30 days and had an average order value (AOV) of at least $50

LENGTH OF TEST: 14 Days

AD SETUP: Facebook split-test with identical budget and targeting opportunities

RESULTS:

Metrics Windsor Circle Custom Audience Facebook Custom Audience
Spend $321.16 $352.08
Link Clicks 86 89
CPC $3.73 $3.96
Impressions 11,349 11,763
CTR .76% .76%
 
 
Metrics Windsor Circle Custom Audience Facebook Custom Audience Outcome
Facebook Conversions 20 7 186% more conversions
Facebook Revenue $2,416.02 $533.40 4.5x more revenue
Facebook CPA $16.06 $50.30 68% lower CPA
Facebook Conversion Rate 23.26% 7.87% 195% higher conversion rate
Facebook AOV $120.80 $79.06 1.5x higher AOV (2.6x higher than retailer's 2017 AOV)
Facebook ROI 652.28% 57.18% 1040% higher ROI
 

Across the board Facebook’s Audience fell short. The ad itself wasn’t a promotion, but, rather, an evergreen ad. Everything from copy, creative, CTAs, etc. was identical for purposes of the split test.

So, the big question to answer: was this success repeatable?

In the interest of fully fleshing this question out, ROI Revolution did a second 2-week campaign. The results? Similar to the initial test with Windsor Circle’s Custom Audience emerging the winner.

TEST 2

SETUP: Same as Test 1

RESULTS:

Metrics Windsor Circle Custom Audience Facebook Custom Audience
Spend $386.66 $388.00
Link Clicks 59 110
CPC $6.55 $3.53
Impressions 16,945 16,636
CTR .35% .66%
 
Metrics Windsor Circle Custom Audience Facebook Custom Audience Outcome
Facebook Conversions 26 15 73% more conversions
Facebook Revenue $1,758.13 $1,066.45 1.6x more revenue
Facebook CPA $14.87 $25.87 42% lower CPA
Facebook Conversion Rate 44.07% 13.64% 223% higher conversion rate
Facebook AOV $67.62 $71.10 AOV $3 lower
Facebook ROI 354.7% 174.86% 102% higher ROI
 

Interestingly, in this second test, you can see that the Windsor Circle Custom Audience had 51 fewer link clicks and a lower CTR; however, when the ad was clicked it converted more often (223% higher conversion rate), generated more revenue, and resulted in a 42% lower CPA than the Facebook Custom Audience.

This two-part test shows that Facebook Custom Audiences, powered by Windsor Circle data, beat out Facebook generated Custom Audiences, increasing ROI, conversions, and revenue by targeting the right customers with relevant information, creating better shots-on-goal and driving down advertising costs for retailers.

To learn more about our Facebook Integration, contact us or click here to get a demo.

 

Topics: Best Practices, Data Science, Social Media