Graham & Green | Paid Social

• To make the Paid Social budget run more efficiently, allowing for high levels of quality sessions 
• To increase revenue whilst maintaining spend levels 

• +77% in social revenue MoM
• +99% in sessions MoM
• +38% ecommerce conversion rate MoM

Our team conducted a full account audit for Graham & Green and quickly identified a restructure was required in order to bring it up to best practice. By restructuring the paid social account, we ensured that the brand had the foundations in place for future success and that their account budget ran much more efficiently. In order to achieve this we:

• We restructured the campaigns to focus on ‘Prospecting’ and ‘Retargeting’ audiences as the existing structure meant there was opportunity for audience overlap.
• We also changed how the budget was being spent by utilising the campaign budget optimisation (CBO) feature, so that Facebook spent the budget where performance was higher. Our experts have found from experience that this works really well, as the algorithm prioritises showing the best performing ads meaning the budget is efficiently spent as a result!
• We reallocated a portion of Graham & Green’s brand awareness budget into a “traffic” focus to improve performance. This enabled us to not only position the brand in front of new audiences but specifically those that were more likely to click and browse!
• As well as restructuring the account, we did a LOT of testing (the fun part!). We added in new ad formats and copy in order to analyse the engagement and performance against previous. We found that for some audiences it worked, and for others it didn’t (that’s why we test!). We also added new ad sets and additional new audiences to test. Again, some worked better than others (but more testing = more data!).

We’re looking to roll out the high performing ad formats and copy in more campaigns from our testing mentioned above!