About the Brand
Footware Company is a mid-sized footwear brand offering stylish yet affordable shoes for men and women. Despite a strong product line, their online sales were stagnant. Traditional marketing methods, such as newspaper ads and billboards, weren’t yielding measurable results.
They decided to adopt performance marketing to target potential customers more effectively and achieve clear ROI.
Industry: Footwear
Objective: Increase online sales while minimizing advertising costs.
Duration: 6 months
Budget: ₹5,00,000
Problem Statement
- Limited online presence and awareness.
- High advertising costs without measurable results.
- No clarity on which marketing channels were driving sales.
Solution: Performance Marketing Campaign
1. Goal Setting
The brand set clear objectives:
- Increase online sales by 50%.
- Reduce customer acquisition costs (CAC).
- Improve return on ad spend (ROAS) by at least 3x.
2. Channel Selection
To achieve these goals, they chose:
- Google Ads (Search & Display): To target users searching for shoes.
- Facebook and Instagram Ads: To engage with visually driven audiences.
- Affiliate Marketing: To leverage bloggers and influencers for driving traffic
3. Execution
Step 1: Audience Targeting
- Google Ads: Targeted keywords like “affordable sneakers” and “best shoes for women.”
- Facebook/Instagram: Focused on audiences aged 18-34, interested in fashion.
- Affiliate Marketing: Partnered with fashion bloggers who reviewed products and shared discount codes.
Step 2: Ad Creative and Content
- Engaging visuals showing people wearing Footware Company shoes in various scenarios (casual outings, gym, office).
- A clear call-to-action (CTA): “Shop Now and Get 20% Off!”
Step 3: Conversion Tracking
- Google Analytics: To track clicks, website visits, and purchases.
- Facebook Pixel: To retarget users who visited the website but didn’t make a purchase.
Results
Key Performance Indicators (KPIs):
- Initial Goal: Increase online sales by 50%.
- Achieved: Online sales grew by 80%.
- Initial Goal: Reduce CAC.
- Achieved: CAC decreased by 35%.
- Initial Goal: ROAS of 3x.
- Achieved: ROAS reached 4.5x.
Breakdown by Channel:
- Google Ads: Generated 60% of total sales with a ROAS of 5.2x.
- Facebook/Instagram Ads: Drove 30% of sales, especially among younger audiences.
- Affiliate Marketing: Contributed 10% of sales through discount codes shared by influencers.
Insights:
- Retargeting ads brought back 25% of users who initially abandoned their carts.
- Ads with videos performed 40% better than static images.
- Keywords like “budget-friendly sneakers” had the highest conversion rate.
Key Takeaways for Any Field
- Set Clear Goals: Define specific, measurable objectives before launching campaigns.
- Understand Your Audience: Target your ideal customers using data-driven insights.
- Track Everything: Use tools like Google Analytics to know what’s working.
- Optimize Regularly: Refine your campaigns based on performance data.
- Budget Smartly: Spend on what works, and eliminate wasteful ad spend.
Why Performance Marketing Works Across Industries
Whether you’re selling shoes, offering software, or running a local bakery, performance marketing ensures you’re spending only on results. By tracking and optimizing every step of the customer journey, you can make informed decisions and maximize ROI.