The Challenge
This brand makes bags and travel gear with anti-theft features, and it sells on Shopee.
Many shoppers added its products to their cart but did not go on to pay. The brand had a high drop-off between add to cart and purchase. Its D-Day campaigns, the ads that run on a sale day after a teaser phase, were also not performing as well as they should, which made the problem worse.
Our Approach
Primal focused on the D-Day campaigns, to improve their results and cut the number of shoppers who stopped between cart and payment. We added a new audience to the campaigns, people who viewed a product and added it to their cart within 5 days. It reached shoppers who had added products during the teaser phase, so the sale-day ads went to people who had already shown they wanted the products.
We also set budgets at ad set level instead of using Campaign Budget Optimisation (CBO). This made sure the new audience always received enough budget.
Outcomes Achieved
The new audience ran inside the D-Day campaigns and kept the ads on shoppers with a real interest in the products. Fewer shoppers dropped off between adding to cart and paying, and fewer carts were left behind. The ad set budgets kept enough budget on this audience throughout.
Against the same period a year before, purchase value rose 305%. The number of orders on Shopee rose 256%, and return on ad spend (ROAS) rose 53%.
- 305%Increase in Purchase Value
- 256%Increase in Orders
- 53%Increase in ROAS
Key Insights
- The sale-day ads went to shoppers who had viewed a product and added it to their cart within 5 days, during the teaser phase.
- Budgets set at ad set level, instead of Campaign Budget Optimisation, made sure the new audience received enough budget.
- Fewer carts were left behind, and orders on Shopee rose 256% year on year.
