Wetbrush was not running any paid Facebook Ads based on metrics from Google Analytics. There was immense potential to generate Wetbrush’s advertising sale through paid social. The value proposition of the product, that is, it can enhance your natural beauty was a perfect fit for the Facebook platform.
By utilizing existing data as well as conversion tracking data on the Wetbrush site, we were be able to build strong audiences for testing and expand over the course of the campaign and beyond.
The most effective targeting was the custom audience of website visitors. We were able not only to get the lowest CPA with this group but also to spend strongly against it. While the other targeting groups Lookalikes of Subscribers, Purchasers, and broad interest-based targeting did not achieve as efficient results, they were used effectively to bring audiences to the site to push them further down the marketing funnel, helping to increase overall sales.