Case Study: Medals of America
Sees 40% Lift in Click-Through Rate by Adding Reviews to Facebook Ads
Channel
Social Media & Product Feeds
Industry
![digital-experts digital-experts](https://roirevolution.com/wp-content/uploads/elementor/thumbs/digital-experts-phy1dge74br1e7qjq7239e9ryzy3c5k00pfju1f5hc.png)
Focus
![website Turquoise graphic icon of a Facebook page.](https://roirevolution.com/wp-content/uploads/elementor/thumbs/website-pjjhmppjcy4i6eexmr7i4d718dlgarpm9x5h6iwfwg.png)
Goal
![Ahead-of-the-curve Ahead of the curve](https://roirevolution.com/wp-content/uploads/elementor/thumbs/online-booking-phy1duhryuac8d62fv5hsspovs0ljm3z2n7u16u8w0.png)
Use Reviews to Increase Clicks
![Various pins.](https://roirevolution.com/wp-content/uploads/2022/01/Capture.jpg)
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.
![Various medals on one surface.](https://roirevolution.com/wp-content/uploads/2022/01/medals-america-03-e1643124469619.jpg)
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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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
![net-promoter-score net-promoter-score](https://roirevolution.com/wp-content/uploads/elementor/thumbs/net-promoter-score-e1636143632895-phy17jyonk1cotn9dgcfd9v0hrcixlablcg2seqq5k.png)
![development-yellow development-yellow](https://roirevolution.com/wp-content/uploads/elementor/thumbs/development-yellow-e1636143834984-phy17j0ugq02d7omixxsss3jwdh5pw6l97slb4s4bs.png)
Across Social Media Channels