The Challenge
A leading direct marketing and home shopping company in Thailand, known for direct response television (DRTV). It promotes and sells products through infomercials and TV shopping channels, and was creating new shopping experiences as it expanded into e-commerce and online marketing.
The business, which sells electrical, health and wellness products, wanted more purchases and more visits to its Lazada shop while keeping a return on ad spend (ROAS) of at least 5x every month. Its campaigns were optimised for the view content and purchase events and were falling short of these targets.
Our Approach
Primal proposed a change of focus. The main optimisation event changed from view content and purchase to add to cart. This captured engagement closer to the final purchase, raised the chance of a conversion and improved ROAS.
Outcomes Achieved
Each ad set was optimised for the add-to-cart event, with a floor of 50 add-to-cart conversions per ad set so the campaigns left the learning phase quickly. Performance became more stable, traffic to the Lazada shop rose and purchases grew, meeting and often beating the 5x ROAS target each month.
- 6.5xIncrease in Gross Merchandise Value (GMV)
- 6.8xIncrease in Add to Cart Actions
- 52%Increase in ROAS
Key Insights
- Optimising for add to cart rather than purchase gave the campaigns more signals and a shorter learning phase.
- A floor of 50 add-to-cart conversions per ad set kept delivery stable.
- The 5x monthly ROAS target was met and often beaten after the change.
