Turning the Tide: Overcoming Media Buyer Lapses in Sertodo Copper’s Campaign

Sertodo Copper, known for its exquisite handcrafted copper products, embarked on a journey to enhance its presence in the competitive online marketplace. However, despite their incredible craftsmanship, the brand’s Facebook ad campaigns were underperforming. This situation prompted the Sertodo marketing team to bring in an expert in Facebook advertising—me—to analyze and rectify the lapses caused by previous media buyers.

Identifying the Lapses: A Thorough Analysis

Upon reviewing the campaign, it became evident that previous media buyers had fallen short in several key areas:

Lack of Historical Data Utilization: The previous team had not fully leveraged historical campaign data to inform current strategies. This oversight meant missing out on valuable insights about which ad creatives and targeting options had previously resonated with the audience.

Neglecting Audience Segmentation: There was insufficient analysis of audience demographics and interests. The previous campaigns had cast too wide a net, failing to pinpoint the specific segments that would be most interested in Sertodo’s artisan copper products.

Inadequate A/B Testing: The lack of systematic A/B testing on ad variations meant that the team could not identify the most effective messaging and creative elements. Without understanding what truly worked, resources were being wasted on underperforming ads.

Poor Retargeting Strategy: There was a glaring absence of a robust retargeting strategy for warm audiences. Users who had interacted with the brand but hadn’t converted were left unengaged, missing out on potential sales.

Implementing a Strategic Revamp.

To address these lapses, I implemented a comprehensive strategy:

Leveraging Historical Insights: I began by diving deep into historical data, analyzing previous campaigns to uncover trends in CTR and conversion rates. This data-driven approach informed our new strategy, ensuring we targeted ads effectively.

Refining Audience Targeting: I utilized the insights gained to refine our audience segmentation, focusing on specific groups that demonstrated the highest interest in Sertodo’s products. This included targeting home chefs and eco-conscious consumers who value sustainable craftsmanship.

Systematic A/B Testing: I established a structured A/B testing framework to assess various ad creatives and messages. This approach allowed us to quickly identify which variations were most effective and optimize the campaign in real time.

Implementing Retargeting Campaigns: I devised a robust retargeting strategy, focusing on users who had added products to their carts or engaged with previous ads. This personalized approach rekindled interest and nudged potential customers towards conversion.