Industry

Home Furniture & Decor

Objective

Drive Conversions

Solutions

Dynamic Ads for Broad Audiences


“The campaign was a huge success for Industry West. In fact, it was one of the best performing Facebook campaigns we’ve ever run. Dynamic ads for broad audiences are an excellent way to connect with shoppers we knew would fall in love with our message and brand, if only we could reach them. SteelHouse and Facebook gave us the tools we needed to do just that, and we couldn’t be happier with the results.”

Leland Reed

Digital Advertising Manager, Direct Online Marketing

Dynamic Ads for Broad Audiences Results

  • Return on Ad Spend: 4X, With 49% Increase in Site Conversions
  • Unique Site Visitors: Increased 55%

Bring on the Challenge

Industry West wanted a new way to scale their business and find new customers who would be a good fit for their aesthetic. SteelHouse worked with Industry West’s agency, Direct Online Marketing, to provide a solution that would achieve their goals. Because of the excellent performance dynamic ads for broad audiences produced for similar clients, SteelHouse knew they would be the perfect solution. The broad audience allowed Industry West to reach potential new customers that they typically could not reach in the past, and who would be interested in products within their catalog.

 

Enter SteelHouse

SteelHouse started by leveraging Industry West’s catalog of over 2,000 products. The variety of their product offering, when featured in dynamic ads, would do an excellent job of attracting an audience of home office shoppers, industrial office shoppers, professional home designers, and more. Targeting was refined by focusing on U.S. men and women age 25-50 years old, but no other limitations were imposed, as the key to a successful campaign with dynamic ads for broad audiences is to keep things as broad as possible.

The creative featured copy that highlighted Industry West’s ethos and a compelling CTA. To ensure the products featured would appeal to the intended audience, Facebook leveraged users’ browsing activity (on and off Facebook) and demographic traits, then matched them with products in Industry West’s catalog. The products were then dynamically served in a carousel within the ad, customized to each user based on their behavior.

 

The Results

Industry West saw an enormous jump in performance with dynamic ads for broad audiences on Facebook. The campaign was a hit — it led to a 55% increase in new site visitors, drove increases in organic site conversions (+49%) and organic sales (+33%), and yielded a 4x ROAS. Thanks to SteelHouse and Facebook, Industry West was able to grow their business, attract new customers, and use dynamic ads to pair those new customers with products that would be a great fit.

“The campaign was a huge success for Industry West. In fact, it was one of the best performing Facebook campaigns we’ve ever run. Dynamic ads for broad audiences are an excellent way to connect with shoppers we knew would fall in love with our message and brand, if only we could reach them. SteelHouse and Facebook gave us the tools we needed to do just that, and we couldn’t be happier with the results.”

Leland Reed

Digital Advertising Manager, Direct Online Marketing

Dynamic Ads for Broad Audiences Results

  • Return on Ad Spend: 4X, With 49% Increase in Site Conversions
  • Unique Site Visitors: Increased 55%

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