44 Foods believe there is a better way to shop.
A way that delivers fresh, seasonal, tasty food direct from the farm to your door. Food that’s packaged sustainably and with minimum waste. Food at a price that’s fair to farmers and families.
So that instead of putting up with poor quality, being frustrated by silly substitutions, facing that nagging worry that prices shouldn’t ever be that low, you can relax in the knowledge that not only is your food the freshest and tastiest it possibly can be but that is also supporting local british businesses.
They developed a solution so that your food is only sourced after you order it, this means it’s not coming from any warehouse but coming direct from the farmers, growers and fisherman as and when you require them. It is then expertly packaged and couriered directly to your door and can be left in a safe space so that you do not need to wait in.
Alongside our main objective, we also wanted to:
Reduce cost per paid acquisition
Scale paid marketing to increase gross sales
Increase the digital awareness and presence of the brand
Build a foundation upon which to scale more aggressively in peak seasons.
Help increase the lifetime customer value of every new customer
The solution to improve 44 foods marketing efficiency was a pretty big one. Working across shopping, search, GDN and social, there was a lot of work to do to get the ball rolling in a few short weeks. Especially with the announcements in the UK of being allowed to eat outside and then being allowed to eat inside again causing all sorts of problems and noticeable declines in conversion rates.
We started where you should always start...with tracking. We went about setting up advanced tracking throughout the site on Facebook and Google Analytics, tracking all macro and micro conversions to get full transparency on what was really happening when a user gets to the site in order to increase conversion rate. This has given us a huge amount of valuable data as the last 8 weeks have unfolded, allowing us to increase the overall site conversion rate by 131% and supplying us key information to make important decisions on factors such as device bid adjustments, landing page changes and time specific campaigns.
To get the social side of things underway, we split up the main product categories, starting with those that had the highest average order value (AOV), which were the bundles, and focused on building cold traffic campaigns, retargeting campaigns for all those who had recently engaged with the companies social media posts or website, and retargeting campaigns for all those who had viewed the product or ventured further down the buying journey (added the product to their cart or started the checkout process) and not bought.
We have undertaken an extensive amount of testing in the last 8 weeks through these campaigns, focusing on testing different copy angles to really understand which type of messaging is driving purchase intent, we have tested over 30 different creatives, many different copy styles and over 20 different audiences mixed between broad, interest and lookalike groups.
With the bundle campaigns off to a good start, we started work on segmenting different campaigns and different messaging for the main product categories, primarily Meat, Fish, Fruit and Veg and a Generic campaign that was all encompassing, to test primarily which types of product drive the cheapest Cost Per Acquisition (CPA) and highest Return On Ad Spend (ROAS). In each of these we also needed to test what specific creatives, messaging, copy length and call to actions were delivering results inside the individual campaigns to allow us to optimise spend not only on product type, but on the individual ad creatives and audience in each product category so that we could maximise our marketing efficiency and the clients overall results.
We then built out specific retargeting campaigns for anyone who had viewed a product or ventured further down the buying journey for these campaigns and undertook more testing here, specifically testing whether or not discounts and offers were better at achieving results than messaging without offers that focused purely on the quality, standards and ethics behind the brand.
The best performers from all of the above campaigns we moved into a CBO campaign to drive greater spend onto the proven winners and increase the volume of spend and purchases being made from the account
By the time we had taken over the account in 2021, we had pretty much missed all of the big special occasions to drive traffic for, such as Easter and Mothers Day etc. We know these are big incentives for purchase and can drive incredibly low purchase costs, but we still had BBQ season bundles to prepare for. With the utterly miserable April and May we had in 2021 we had to develop a smart way to run these and decided to create a regional campaign that was entirely led by the weather forecast in that particular region for the next few days. I.e If the next few days were looking sunny and hot in that region, we would run the campaigns driving purely to our summer bundles, if the forecasts didn’t look great, we wouldn’t run the campaigns. This allowed us to make the most of our BBQ spend whilst we could with people looking to capitalise on any hot weather and bank holidays that were coming up.
Once we started the new campaigns we quickly identified that there were spikes in conversion rate and order volume between the days of Sunday and Tuesday (when the weekend delivery slot cut off) and built out 2 separate campaigns, one with last chance order messaging which has proved extremely effective and one that took our best performing ad creatives and pushed them solely during these time slots. This allowed us to really maximise our spend, without affecting the usual campaigns, during the times that we know people were most likely to order our products.
We understand that getting people to change their shopping habits can be a big task, especially to a more expensive option, and doesn’t just happen after seeing a Facebook ad, so once we had all of the main campaigns live we started filling in the gaps, introducing brand awareness campaigns educating people on why they should buy from 44 foods and retargeting those people, identifying areas of drop off and introducing retargeting campaigns there, building out a recipe challenge campaign to get people to just start thinking about the ingredients in their food and introducing a multi-phase retargeting system after someone had made a purchase depending on what product they had bought and how long ago they bought it.
All of this allowed us to make a huge difference to the profitability of campaigns on Facebook and Instagram, in just 2 short months we have increased spend by 144% whilst simultaneously reducing the cost per purchase by a massive 75% and increased the facebook conversion rate by 572%. This has lead to 44 foods biggest ever week in sales, whilst in the midst of covid announcements playing havoc with buyer intent.
Whilst our social team were working on all of the above, our PPC team were working on re-building the Google Search campaigns from what was their previously (almost entirely smart campaigns) to a Single Keyword Ad Group (SKAG) strategy that focuses on serving the most relevant ad to the searcher at any time and gives you maximum control over your keyword targeting and ad relevance / performance. We started by building campaigns for the main brand keywords we could identify to capture anyone searching after seeing a Facebook ad, and then split out campaigns into the companies broad product categories, developed an ad testing strategy across all of the campaigns and developed retargeting campaigns for each of the keywords.
Immediately upon the creation of these new campaigns we were finding our search impression share going through the roof and Click Through Rates (CTR) skyrocketing but we were finding conversion rate to be a particular problem. This prompted us to start focusing on specific devices, dialing in to just exact matches, really refining our keywords using huge negative lists that were updated daily excluding any broader shopping terms and splitting out or campaigns into very specific high intent keywords to really drive up the conversion rate whilst maintaining spend. This allowed us to see a 452% increase in CTR with an average quality score of 9 and reducing the search impressions lost due to rank by 80%, almost eliminating any search lost due to rank and a 10% reduction in adwords cost per purchase. We are also in the process of creating specific landing pages for each of the main product categories to drive conversion rate up even more.
We introduced shopping campaigns at the same time, starting with an all product segmentation campaign via negative keywords, funneling the users into product campaigns, brand campaigns or specific SKU campaigns and whilst this was delivering a decent cost per purchase, we were noticing our average order values were particularly low as people were searching and buying just one or two items. To overcome this we split out the shopping campaigns by product cost, starting with the bundle campaigns and filtering outwards through the beef joints, whole fish etc. And really focused on building negative lists and adapting product titles to funnel specific keywords into the shopping ads. This allowed us to increase the Average Order Value and the ROAS of the shopping campaigns.
All of the above allowed us to achieve the following results in 2 months: