Case Study: Optimizing Meta Advertising for Couch.com
- Shannon Lotka
- Aug 15, 2024
- 2 min read
Background
Couch.com, an emerging retailer in seamless couch shopping, partnered with Pixel Pop to enhance its digital advertising efforts on Meta platforms (Facebook and Instagram). The primary objective was to drive high-quality traffic to their website, improving user engagement metrics and increasing sales conversions.
Campaign Strategy
To align with Couch.com’s goal of improving visitor quality and engagement, the Pixel Pop team shifted the campaign objective from "Website Traffic" to "Landing Page Views." This strategic pivot aimed to ensure that users not only clicked on ads but also fully loaded and interacted with the website's landing pages.
Key Insights and Performance
Improved CTR and CPC:
CTR (Click-Through Rate): Increased by 41.28% compared to the previous period.
CPC (Cost Per Click): Decreased by 27.4% compared to the previous period.
This shift towards landing page views helped target more qualified visitors, indicating a higher likelihood of interest and engagement with Couch.com’s offerings.
Ad Performance:
The ad PP_All_Trust Us_Perfect Couch In Minutes_Watch More emerged as the top performer, driving 1,827 site visits and 629 landing page views.
The PP_52sVideo_Bamboo Maple Walnut_Sustainable Sofas_Watch More ad generated 538 link clicks and 26 landing page views, while the PP_33sVideo_Top 5 Futuristic_Designs Of The Future_Next Generation_Learn More ad drove 321 link clicks and 281 landing page views.
Challenges and Opportunities
Bounce Rate Analysis:
Pixel Pop aimed to improve the bounce rate, a common challenge in paid advertising campaigns. By focusing on landing page views, the goal was to stabilize and potentially reduce the bounce rate by attracting more qualified traffic.
Average Session Duration:
Feedback from Couch.com highlighted a need to improve the average session duration on the website. This metric is crucial for engaging visitors and encouraging deeper exploration of the site.
Pixel Pop recommended implementing A/B testing to evaluate changes in creatives, landing pages, and audience targeting, with a focus on measuring impacts on average session duration.
Recommendations and Next Steps
A/B Testing for Session Duration:
Conduct structured A/B tests to compare the performance of different creatives, landing pages, and audience segments. This testing will provide insights into elements that effectively increase average session duration.
Content Strategy:
Based on informal testing, content related to "Medley Domination Blog," "Room & Board Review," and "Memorial Day Sales Blog" demonstrated strong performance. Pixel Pop suggests continuing to leverage review and sales-specific content to engage users and potentially increase session duration.
Conclusion
The strategic shift in campaign objectives and the focus on landing page views led to significant improvements in key performance indicators for Couch.com. The insights gained from this campaign provide a solid foundation for ongoing optimizations and future advertising efforts. By implementing A/B testing and refining content strategies, Couch.com can continue to enhance user engagement and drive conversions on its platform.
