Maximize Your Sales with Facebook Dynamic Ads | Pizza Fan Case Study | Digital Marketing Community

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Maximize Your Sales with Facebook Dynamic Ads | Pizza Fan Case Study

Pizza Fan is the largest pizza delivery company in Greece, Establishing more than 73 outlets all around Greece. They also have big plans for future growth. Pizza Fan aims to offer choice, value for money, and a friendly, familiar customer experience with every order. In this case study, we’ll examine how the Greek pizza delivery service tripled orders in just 3 months with a carefully targeted Facebook dynamic ads campaign that tempted audiences with their favorite dishes, at exactly the right time.

Maximize Your Sales with Facebook Dynamic Ads | Pizza Fan Case Study

 

Facebook Dynamic Ads help advertisers display the right product to the right people at the right time. Here is how this happens: A potential customer visits your site and browses through your products. Facebook, through the Pixel, will pair products and users and ‘take notes’ on how they interacted with them. When you create a dynamic ad you can include everyone that exhibited the same behavior, bring them back to your website by displaying the very same products each user engaged with using accurate and updated information available in the product feed. This how dynamic ads can help your visitors to complete the transaction.

PROBLEM

For years, Pizza Fan has been experimenting with strategic Facebook campaigns, assisted by Koolmetrix digital agency. For one of its 2018 campaigns, Pizza Fan aimed to generate more sales and cook up more orders with the best possible return on ad spend.

SOLUTION

Pizza Fan worked with Agency Koolmetrix to set up and implement their dynamic ad campaign.

  • Koolmetrix started out by making sure Pizza Fan had all the basics in place: a correctly implemented Facebook pixel and an up-to-date product catalogue to dynamically generate ads featuring products that were relevant to viewers.
  • Pizza Fan was able to use information from the Facebook pixel to help it make the most of its strong website traffic. Based on preferences shown by website visitors, it could serve highly relevant ads at just the right time that were likely to result in orders, either online or in-store.
  • Koolmetrix then created and segmented Custom Audiences of past customers and website visitors, based on demographics, previous order behaviors and purchase patterns.
  • Pizza Fan then ran dynamic ads in carousel format, showing people their favorite pizzas and appealing deals.

  • An “Order Now” call-to-action button made it easy for people to go ahead and place an order.
  • The ads ran in Facebook News Feed, Instagram feed and via Audience Network.

Koolmetrix kept a close eye on ad performance during the 3-month campaign period, making sure that ad budgets were allocated to the best-performing ad sets. Facebook Insights also helped identify peak periods for customer orders, which meant that campaign activity could be adjusted to match.

RESULT

The January–March 2018 Pizza Fan's dynamic ad campaign was a huge success. It got the year off to a great start, delivering 3X more orders and boosting revenue. Compared to the previous 3-month period, the campaign resulted in:

  • 3X more orders
  • 17.6X return on ad spend
  • 20% higher return on ad spend, compared to previous campaigns
  • 50% increase in revenue during campaign period

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