Our partnership with WMP Eyewear began in 2019, diving deep into their Meta Ads account history and performance data. By studying seasonal trends and product performance, we identified top-performing ads and products. They became our “starting pool” to target a broad US audience (18-65+). 

To target the right people, we built special audiences. These audiences include:

• Lookalike audiences. We created diverse audiences based on video viewers, page engagers, buyers, and checkout initiators – all with maximum lookback windows. To maximize audience size and optimize cost efficiency, we strategically grouped these audiences in various combinations.
• Advantage+ audiences. Our team used the Advantage+ audience in the Advantage+ shopping campaigns, which was very effective for all our eCommerce clients.
• Remarketing audiences. Grouping users who already interacted with the client’s ads or website allowed us to lower CPMs.

Initially, CBO (campaign budget optimization) was ineffective for scaling within Meta Ads. However, it started showing great results after we gave it more time and budget to learn the ropes. We adopted CBO for most Meta Ads campaigns, with a few exceptions.

Sometimes, certain ads got all the attention and ran out of stock, disrupting the continuity of the ad campaigns. To fix this, we created separate campaigns for specific products we wanted to push. This way, if one best-seller product ran out, the others kept going strong, and our budget wouldn’t drop significantly.

By 2020, the results spoke for themselves, and as the next step, Google Ads was handed over to VIDEN. Our team analyzed product and seasonality trends, designing the account structure to maximize the delivery of the top-performing product segments. 

Recognizing the higher profit margins in men’s products, we tailored our campaigns with a gendered approach. We never stopped testing new keywords, ad structures, and bidding strategies. We even gleaned insights from Shopping and PMax campaigns to optimize Search campaigns even further.

One of the main challenges was sustaining growth in a highly competitive environment. We decided to look for niche, long-tail keywords to promote the products. We also used a split approach to promote the products across Shopping listings, scaling the best-performing products in one campaign and sorting underperforming products in another to better control spending and bids.

In 2021, we added TikTok Ads to the media mix. Our team tested new ad formats and experimented with diverse content, all while constantly staying focused on what drove revenue without cutting into profits. Boosting videos that were already gaining organic traction on TikTok proved to be highly effective. We also tried various audience targets, but we ultimately found that broad interest segments brought the best results. By 2022, we took over Amazon Ads, adding another layer to our multi-channel strategy.

Then, in 2023, our team started to concentrate more on creative-focused advertising. After dozens of experiments, we focused on the best ad formats, like image ads, animations, and videos for men (showing the product, reviews, price, and USPs) and UGC for women (highlighting discounts). We kept trying new strategies but always prioritized the ones that worked best.

We also tested various messaging and found that novelty (“new product”) and scarcity (“sells out fast”) themes resonate strongly. Sales and discounts were important parts of the strategy, and we tested various offers to reach maximum efficiency. We noticed that 10% price increases didn’t really affect the performance of best-selling products.

In 2024, we strongly prioritized marketing analytics, leveraging data-driven insights to refine our strategies and improve campaign performance. Additionally, we shifted our focus toward creative optimization, ensuring that our ads resonated with target audiences and maximized engagement across all channels.

As competition in advertising increased and tracking capabilities on Facebook Ads and Google Ads platforms became more limited, we allocated spend to tactics and campaigns that deliver the greatest impact on the business bottom line. This approach proved to be more successful than relying solely on platform-reported ROAS.

Also, in 2024, our team went international with paid advertising. This allowed us to minimize the impact of seasonal fluctuations by leveraging different seasons in the Northern and Southern Hemispheres.