Online Furniture Retailer | Social Nucleus Newsletter

This client joined us in September 2020. They had been operating for a few years beforehand and generated some really profitable results. They were also running their own Facebook ads but didn't know how to scale them, nor had the time or resources to do so themselves. Their lack of paid media knowledge meant that they felt their business ran the risk of becoming stagnant. They knew their brand had the potential to do better and wanted to level up their paid social with experts.

Average Monthly Revenue Before Social Nucleus: £107,530.71

Average Monthly Orders: 231

Average Order Value: £552.67

Returning Customer Rate: 3.46%

Despite the challenges posed to use by the iOS14 updates and tracking transparency, we continued to test rigorously on this client's account, with various audience and creative testing, daily optimising, and results-led scaling. Thanks to this, our client saw a strong year of very consistent results.

From day one we knew what we had to do. We wanted to become a part of their in-house marketing team to show them real and consistent growth using our tried and trusted methods. With the lack of industry experience the business had when it came to paid ads and marketing, we were on hand every step of the way to show them the results.

As well as using the Ads Manager dashboards native to each individual platform to pull results, we also used Triple Whale and Shopify to ensure reporting accuracy for this client.

Below are the 2021 results for this client, compared to the year before without Social Nucleus:

This client believed in their brand and the potential it held to do better. They were making a profitable return but lacked the knowledge to take this further and to didn't know how to optimise upon their current results. They wanted to scale the business but lacked any knowledge of Facebook and paid ads, leaving their business stagnant. They came to the right place for help.

With those boxes ticked by us, they were excited to benefit from our upgraded service offering which includes the following as a standard:

- Dedicated Account Manager

- Expertise and Management of Facebook, Instagram, Google, Snapchat and TikTok ads

- In-house Copywriters and Graphic Designers

- Web, Email and Branding Support

- Processes and Strategies Developed by Experts

As with every client, we put this brand through our in-depth 14 day onboarding and launch process. Developed in-house by our team of eCommerce advertising professionals, our unique onboarding process includes a 25 page+ journal, completed over 14 working days by Account Managers, Digital Specialists, Copywriters and Graphic Designers.

Our onboarding journal acts as a written resource for both us and the client. A record of important details that help us to form the perfect launch strategy including customer personas, product research and brand analysis.

Website Audit - What needs changing?

Ad Account Audit - How are things looking? Where can we optimise?

Competitor Research - What are they doing that works?Customer Profiling - Detailed customer stories we can target

Pain Point Analysis - What's going on that our customers care about?

SWOT Analysis - Strengths, weaknesses, opportunities and threats for your business

Product, Pricing and Sales Strategy - What products are selling at what prices?

Content Research - What's working and what do we need?

Copy Research - What do customers want to hear?

We used the onboarding process for this client as an opportunity to have an in-depth look into other competitors within this busy market space. Pairing these findings with what we also learnt about our customers, we were able to craft a bespoke launch strategy with specific copy and content to suit hand-picked audiences within the top, middle and bottom campaigns of our funnel.

Optimising What Already Works

As well as launching our own strategy, it was essential that we optimised what was already working here. As this client had already had some success with their own ads, they had a considerable amount of data for us to work with. A large part of our launch plan was to also take a look inside the account, be inspired by existing performing audiences, and ensure the account was optimised to the highest standards.

We adjusted budgets on top performing ad sets, switched off ads that simply weren't working and ensure we made appropriate room for launching our new ads.

We’re a team of experienced, passionate advertising specialists. An in-house team of enthusiastic Facebook Specialists, Account Managers, Copywriters and Content Creators; together we provide an unbeatable service that betters your sales and skyrockets your ROI. Our specialism is supporting eCommerce and lead generation brands in scaling their paid advertisement strategies by taking away all the hard work. Our process is to do the hands-on work for our clients and to let them continue doing what they do best – running their business.

When we see success, we optimise. We know what's working and what isn't, so you can be sure our strategies have been tried, tested and are guaranteed to bring your business success.

No matter what product you sell, our ever-evolving optimising and scaling methods can be adapted to work for every business model.

We started our work together in September 2020 which meant we had to act quick in order to prepare for a busy Q4 period. Audience and creative testing hadn't been completed on the account previously, so we knew we firstly had to introduce new audience testing. We began by optimising their account daily whilst building and testing new audiences and also scaling to a profitable margin. We made sure we tested these new audiences with specific copy and content on a weekly basis. We adapted our creatives to suit specific events such as payday sales, bank holiday sales, and the all-important Black Friday.

We tested a total of 698 ad sets in 2021. Our top performing ad sets were:

- 18-65+ Both genders, open audience

- 18-65+ Both genders, B&Q, Zara home, Homebase, Screwfix, Wickes

- 18-65+ Both genders, Bedroom, Chair, Couch, Dining Room, Drawer (Furniture), Home, Kitchen, Table (Furniture), Furniture

- 25-65+ Both genders, House, Home, Room

- 18-65+ Both genders, Sofas, Living room, Sofa bed, Couch

As mentioned, we tested new copy and content to the account on a weekly basis. With furniture being an investment piece and quite expensive, we quickly realised that our TOV needed to reflect just that. After testing a variety of styles, our top performing copy included those that utilised offers, Klarna/Clearpay incentives, offering customers an afforadable and safe way to pay. It was also important that we built up trust with our customers and to do this we used a lot of review-style copy, highlighting our key benefits and USPs as a business. Below are our top performing copy of 2021:

Heading into our second full year of working together, we now have great growth and strong customer insights under our belts. As we move forward together, we plan to take their success to new heights in the new year. Our strategy for 2022 is to test, optimise and scale.

Scaling is all about how much the client can handle, and this year we have scaled on a monthly basis. Going forward we want to scale as much and as frequently as possible.

Retargeting has proven to work extremely well for this client. Because of this, we plan to build on this and optimise where we can with new creative angles. We have also discovered a large amount of TOF audiences that produce a high level of results, so using these audiences in a rotation throughout the year will be completed whilst testing new audiences that are similar to top performing ones.

We have discovered that raw content performs best here, so this will be implemented alongside new audience testing.

Key focuses for this client next year will be:

- Building and optimising retargeting angles

New home buyers audience targeting

- More testing of edited graphics to find winning angles

- Maximising promotions around Black Friday and Cyber Monday

Ground Floor, Statham House, Lancastrian Office Centre, Talbot Road, M23 0FP

DISCLAIMER: Although the figures and the results you see on this page are 100% real and genuine, results like these are never guaranteed. We do not promote these numbers with the intention of promising or guaranteeing these results to every business. Our custom advertising methods really can be this effective but there are a number of factors that mean these figures aren't possible for every business. We share these figures for example purposes only and to showcase what CAN be possible. These figures are not overnight successes, this is an essential thing to accept when joining us for this process.

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