Case Study: Medals of America

Sees 40% Lift in Click-Through Rate by Adding Reviews to Facebook Ads

Channel

Product Feeds icon

Social Media & Product Feeds

Industry

digital-experts
Sports Apparel

Focus

website
Top-of-Funnel

Goal

Ahead of the curve

Use Reviews to Increase Clicks

The Situation

Currently run by a ninth-generation veteran, Medals of America strives to maintain a community on social media where servicemen and women can communicate and share their experiences. The brand wanted to take their social reach a step further to increase engagement and click-through rate (CTR) to drive purchases on their website.

Opportunity Identified

In the height of COVID-19 uncertainty, Medals of America needed to maximize their paid social media profitability. Remarketing through Facebook Dynamic Product Ads (DPAs) was a consistent source of revenue for the brand that could continue scaling while maintaining a strong ROAS, so the ROI team started by making creative improvements to the brand’s DPAs.

Meanwhile, the Product Feeds team had started implementing Product Ratings, a five-star rating system on Product Listing Ads in Google Shopping. Retailers usually see around a 5% increase in click-through rate from this feature, but nothing similar was available for Facebook.

ROI in Action

ROI started by implementing Facebook Attribution to look at first-touch, last-touch, and all the touchpoints in between and gain a deeper understanding of the impact of PUMA’s upper-funnel campaigns. The team knew a lot could be gained from understanding both cross-device and cross-channel conversions, which are often impossible to track in Google Analytics. The team also ran a Cross-Source Conversion Lift to gain insight into the impact of PUMA’s ads on driving incremental sales and conversions.

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RevolutionSuite Perfomance Analysis

After adding the product reviews to the feed, the team integrated the attributes into dynamic carousel ad formats, creating three different variations for a proper test to see what ad performed best.

Results Achieved

Including the review in the ad description resulted in a 40% lift in click-through rate over the headline variation. Based on the results, adding the review to the description of dynamic ads was rolled out across the account, leading to an overall CTR increase of 13% across all social media advertising.
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0 %
Lift in Click-Through Rate (Winning Test)
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0 %
Overall Lift in Click-Through Rate
Across Social Media Channels

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