BaubleBar & Facebook Dynamic Ads

Higher Returns with Facebook Dynamic Ads for Broad Audiences
2X Return on ad spend
47% Increase in return on ad spend
2X Increase in average number of purchases per day

An Ecommerce Success Story

Catalyst helped BaubleBar reach a wider audience and increase its return on ad spend with Facebook dynamic ads for broad audiences.

Summary

Founded in 2011 by longtime friends Amy Jain and Daniella Yacobovsky, BaubleBar operates on the idea that fashion should be fun. The fashion jewelry and accessories retailer offers style guidance and an extensive online selection, at an affordable price point that encourages customers to play with the trends. BaubleBar also uses a proprietary design, product development and sourcing platform that allows it to bring the hottest new accessory trends to market fast.

Catalyst and BaubleBar’s strategic use of Facebook led to a 47% increase in ROAS.

BaubleBar worked with Catalyst to carry out a campaign using dynamic ads for broad audiences.

BaubleBar worked with Catalyst to carry out a campaign using dynamic ads for broad audiences.

With dynamic ads for broad audiences, Facebook decides who to show the ads to, which allowed BaubleBar to reach people who had expressed interest in its products (or products similar to them), even if they hadn’t visited its website yet. As a result, the team saw a huge improvement in ad performance compared to previous campaigns.

Reaching a broader audience

Goal

Reaching a broader audience

BaubleBar wanted to find new customers and increase sales at an efficient cost.

Dynamic ads work well for online retailers like BaubleBar, who offer a variety of products

Execution

Dynamic ads work well for online retailers like BaubleBar, who offer a variety of products

Instead of creating individual ads for each piece of jewelry, the team uploaded a catalog of all its products and then created an ad template. Dynamic ads pull different products from the catalog to display in the ad template, depending on who is seeing the ad.In a previous campaign, BaubleBar had included lookalike audiences and behavioral targeting as part of its dynamic ads for broad audiences. However, adding specific targeting to this ad type can sometimes exclude valuable audience members from seeing the ads. For this campaign, therefore, the team removed this specific targeting and simply showed the ads to a broad audience of women aged 18 years and up, on Facebook’s desktop and mobile News Feed and on Instagram.

Bigger Bling

Results

Bigger Bling

Using Facebook’s dynamic ads for broad audiences in this campaign, which was a three-day test, brought more purchases and an efficient return on ad spend:

  • 47% increase in return on ad spend, compared to dynamic ads without broad audiences
  • 2X increase in average number of purchases per day, compared to dynamic ads without broad audiences
  • 2X return on ad spend

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