This retail business, specialising in Electric and Health & Wellness products, faced the challenge of increasing sales and driving more traffic to their Lazada shop, all while maintaining a Return on Ad Spend (ROAS) of at least 5x every month. Their existing campaign strategy, focusing mainly on ‘view content & purchase’ events, was falling short of these ambitious targets.
Creating new shopping experiences while expanding into the world of e-commerce and online marketing.
Primal proposed a strategic shift in the campaign’s focus. How Primal planned to boost performance was by changing the main optimisation event from ‘view content & purchase’ to ‘add to cart’. This shift aimed to capture more relevant engagement closer to the final purchase, increasing the likelihood of conversion and improving ROAS.
Once the new strategy was implemented, each ad set was optimised for the 'add to cart' event. How Primal managed this transition was key: ensuring that each ad set achieved at least 50 conversions for 'add to cart', allowing the campaigns to move out of the learning phase quickly. This led to more stable and optimised performance, resulting in a significant rise in traffic to the Lazada shop and a substantial increase in sales, consistently meeting and often surpassing the 5x ROAS target each month.
GMV Increase
Add To Cart Increase
ROAS Increase
