Great news! Facebooks talks about our work at Sum Digital in a “success story” post

Yesterday, Facebook published a case study about how Sum Digital helped Plae in restructuring its ad campaigns to boost sales. An interesting way to see how organizing can lead to optimal results when using the right insights. Selected extracts:




Insight into ad performance

Using Facebook’s updated ad campaign structure, Sum Digital reorganized PLAE’s account, allowing for extensive testing. This update means that target audiences, bidding and placement for any campaign are now determined at the ad set level (these settings were previously chosen at the ad level). This change makes it easier for businesses to test ad creative against the same budget, audience and placement.

Spotting performance trends in ad creative

Within this structure, Sum Digital took all of PLAE’s interest keywords and consolidated them into one campaign, with each interest representing one ad set level. PLAE could then test 5 different images in 5-ad sets to see which one performed the best. This has helped PLAE understand which ad creative is resonating with which audience.

Testing desktop versus mobile placement

PLAE initially created a single ad to use in both mobile and desktop placements and targeted them to the same audiences in the same campaign. By splitting ads into separate mobile and desktop campaigns, the company was able to see how desktop performed versus mobile, and make budget allocations based on performance. When PLAE saw that its desktop placements were doing better than mobile, it reallocated more budget to desktop.

Targeting ads across the conversion funnel

At the campaign level, PLAE segmented ads by interests across audiences at different stages in the conversion process:

  • People who have seen a desktop ad on Facebook

  • People who have seen a mobile ad on Facebook

  • People similar to their best customers (lookalike audiences)

  • People who have taken action on the PLAE website (Custom Audiences from your website)

  • People who have just made a purchase (Custom Audiences)

Choosing to target entire ad sets to these audiences has helped PLAE spot trends when reporting on ad sets, and determine where to optimize and reallocate budget.

Targeting ads to lookalike audiences

PLAE has also seen tremendous success using lookalike audiences, a tool that allows the company to easily find new customers that are similar to its existing ones.

PLAE has found interested audiences by building a lookalike audience from the following sources:

  • Using people who like the PLAE Facebook Page to build a lookalike audience and target people who show similar attributes to them

  • Uploading an email list of the company’s best customers, as well as the birthday club membership list, to build a lookalike audience and find people similar to them

  • Placing Facebook’s conversion tracking pixel on the PLAE website purchase page to build a lookalike audience and target people who share interests, demographics and other characteristics with customers that have converted on their website.

Setting bids across ad sets

PLAE has seen great success driving website traffic with CPC bidding so far. Keeping targeting, placement and bid type consistent across ad sets helps the company compare performance metrics to understand which ads are achieving the best results.

Check out the complete case study here !