NanoFlashlights – Performance Marketing Success

Are your digital advertising campaigns not performing as well as you would like? This was also the case with our client NanoFlashlights. When their attempt to reach a 3x ROAS goal using an AI-powered tool failed, they turned to us for help. By implementing a series of well-thought strategies, we managed not only to surpass the initial target but also to lower their cost per purchase as a means to ensure sustained, profitable growth. Curious how we did it? Continue reading and find out more about the key points of our strategy. 

Who Is NanoFlashlights?

NanoFlashlights is an Australian company that operates in the flashlights industry. It supplies bright, compact, durable, and rechargeable models, small in size but powerful enough for a variety of situations. Their high-performance product ranges appeal to everyday users as well as outdoor enthusiasts and adventurers, being an ideal solution even in emergencies. You can explore their designs and best deals on their Shopify-powered online store. 

What Challenges They Faced

At the start of Q4, NanoFlashlights started working towards achieving their 3x ROAS (Return on Advertising Spend) goal with an AI-powered tool designed to help with ad creation and boost overall performance. When our partnership with NanoFlashlights came to fruition, their Meta Ads and Google Ads accounts looked like this:

Meta Ads

• ROAS: 1.5x
• Purchases: 66 from 3,574 clicks
• CTR: 1.24%
• Impressions: 287,221

The high number of impressions shows strong reach, but due to the lack of engagement and precise targeting, it was challenging to turn traffic into actual sales. 

Google Ads

• ROAS: 1.72x
• Clicks: 1,989
• Interaction Rate: 1.52%
• Conversions: 58

Overall performance was slightly better than on Meta Ads, but still not enough to reach that 3x ROAS goal. It was a direct result of failing to define audiences and clear funnel stages properly. 

As you can see, the results weren’t as good as expected with every campaign underperforming despite their automated ad creation tool. This was the direct result of the following core issues:

• Undefined targeting – The lack of a well-defined Ideal Customer Profile (ICP) meant that ad spend was inefficient and did not reach the right audiences.
• Low ROAS – Both Meta and Google Ads were missing the intended 3x ROAS target, with Meta Ads reaching only 1.5x and Google Ads only 1.72x. 
• Weak Engagement – The click-through rate (CTR) on Meta was only 1.24% while the interaction rate on Google was just 1.52%, showing that the ads’ content wasn’t resonating with the audience. 
• Lack of a Funnel Structure: The strategy necessary to guide users from awareness to conversion was missing. As a result, the campaigns registered only 66 purchases on Meta and 58 on Google. 
• Limited Scaling – Without proper segmentation and optimized offers, conversions were inconsistent, negatively impacting growth potential. 

How We Solved These Core Issues

The main goal was to develop a full-funnel strategy that resonated with NanoFlashlights’ three key customer segments while reducing the Cost Per Purchase (CPP) by 66% or more. We started by identifying the four main objectives that could help us achieve our goal.

Key Objectives

Identifying and Better Defining the Ideal Customer Profile (ICP)

This first step involved making sure each campaign focused on an ideal audience. We identified three main categories of customers that were likely to be interested in NanoFlashlights’ products:

• Tradespeople or tradies: People in search of reliable tools for professional work.
• Everyday users: Potential customers who need a practical gadget that they can rely on for casual use and in emergency situations. 
• Gift givers: The goal was to position NanoFlashlights as a source of thoughtful and useful gifts. 

Boosting Engagement and Decreasing Costs

In an attempt to boost clickthrough rates (CTR) and cost-per-click (CPC), we decided to explore new audience segments. This was the basis for establishing profitability. 

Implementing a Full-Funnel Strategy

We devised a strategy for each stage of the funnel:

• Top of Funnel (TOF): We used broad prospecting for the goal of identifying high-performing segments.
• Middle of Funnel (MOF): By leveraging user-generated content or UGC videos, we retargeted already engaged users and highlighted product benefits.
• Bottom of Funnel (BOF): Utilizing lead generation campaigns, we aimed to capture new email subscribers for future retargeting.

Optimizing Ad Frequency 

We limited ad frequency to only 6 views per 3 days to maintain visibility while ensuring that our targeted audiences didn’t get tired of our ads. 

How We Applied These Objectives to Meta Ads and Google Ads

To achieve NanoFlashlights’ goal of 3x ROAS, we opted for a strategic, platform-specific approach. We modified the behavior of Meta Ads and Google Ads based on the funnel defined. Here’s what we did in each case.

Meta Ads: Building Awareness & Retargeting

When defining our strategy for Meta Ads, we took into account each stage of the funnel:

• For the top of the funnel (TOF), we targeted the three groups of potential customers previously defined: tradespeople, everyday users, and gift-givers by leveraging the potential of broad prospecting campaigns. We also created compelling video ads that showcase the durability, safety, and gifting appeal of NanoFlashlights’ products.
• For the middle of the funnel (MOF), we relied on UGC videos to retarget those who interacted with the website but didn’t make an actual purchase. The content of these videos revolved around real-life uses of the flashlights advertised and dispelled possible objections. The goal was to establish NanoFlashlights as a trustworthy brand and enhance engagement.
• Our bottom of the funnel (BOF) efforts involved high-intent users – those who abandoned items in their carts. The idea was to recover lost sales by retargeting them. 

Google Ads: Converting High-Intent Audiences

For Google Ads, we implemented a different strategy for each type of campaign:

• For Search Campaigns, we started by focusing on high-intent keywords such as “durable flashlights” or “best camping flashlights”. We also optimized the content of our ads in order to highlight key product benefits and special offers. 
• In the case of Performance Max Campaigns, we used them to distribute ads across all Google platforms, including Shopping, YouTube, and Display. We also relied on Dynamic product ads to highlight the products’ affordability and versatility, managing to attract both gift shoppers and outdoor enthusiasts. 

The last step involved regularly monitoring bids and performance in order to keep the cost per purchase or CPP at or under the lower value set while still benefiting from superior conversion rates.

What We Achieved 

After implementing the personalized strategies proposed for both Meta Ads and Google Ads, the results speak for themselves:

On Meta Ads:

• Clickthrough rate or CTR went from 1.24% to 2.86% – a 130% increase.
• Cost per purchase or CPP went down by 68.8%.
• Return on Advertising Spend or ROAS – shot up from 1.5x to 4.51x by the end of Q4.

On Google:

• Interaction rate increased by 105%, rising from 1.52% to 3.12%.
• Cost per purchase or CPP – decreased by 69.4%.
• Return on Advertising Spend or ROAS shot up from 1.72x to 3.21x  by the end of Q4.

It’s important to note that NanoFlashlights’ ambitious goal of 3x ROAS was achieved in November, the second month of Q4. That’s when Meta Ads reached 3.60x ROAS while Google Ads boasted 3.21x ROAS. However, the results kept improving. By the end of Q4, Meta Ads soared to 4.51x ROAS while Google Ads stabilized at a solid 3.21x ROAS. 

This outstanding success is a direct effect of the well-structured funnel strategy in place. We managed to make sure that every ad reached the right audience segment and delivered a clear message. Also essential was the targeting of the ideal customer profile or ICP which led to maximizing the number of conversions and ensuring sustained profitable growth. 

Testimonial 

Greg, the co-owner of NanoFlashlights, recounts how he started working with Ecommerce Today Agency in order to refine email automation flows, improve their Shopify Shop, and optimize all marketing and online experiences across Meta and Google platforms. He immediately noticed that the team was unbelievably fast. They managed to upgrade automation flows, make sure NanoFlashlights’  Shopify Shop looks better than ever, and drastically improve ROAS  and return on email marketing. He characterized the team as being efficient, on time and always delivering per the agreement made. He concluded by offering Ecommerce Today Agency a five-star review from NanoFlashlights. If you want to experience the same quality of services, don’t hesitate to contact us.