Case Background
CurlyMe was once a company specializing in providing global B2B services. In 2019, as cross-border e-commerce began to gain momentum, CurlyMe changed its marketing model and has now become one of the leading cross-border e-commerce companies in the wig industry. At this stage, CurlyMe hopes to leverage Tuke's more efficient advertising products to achieve better conversion results while reducing advertising costs.
Solution
VBO stands for Value-Based Optimization, which helps advertisers find users who are more likely to make high-value conversions under a given goal. In terms of audience targeting, broad targeting combined with the VBO strategy (Web VBO-Highest value) helps clients achieve conversion goals at a lower advertising cost.
This CurlyMe ad campaign mainly targeted female audiences in the US market, with a testing period of 10 days. To determine a better delivery strategy, the brand set up strict control groups for different audience targeting for comparative testing. It turned out that, compared to VBO combined with lookalike audience ad groups (creating lookalike audiences from users who purchased on the site in the past 180 days), using broad targeting combined with the VBO strategy ad group helped clients achieve more website conversions at a lower paid conversion cost.
As the content that users directly see, creatives are also an important factor in determining whether an ad campaign meets its goals. The Tuke for Business team recommends using verified creatives within the account to run the VBO-Highest Value strategy, and ensuring that at least 3 different creatives are running under each ad group. Combined with the VBO strategy, high-quality creatives help reach target audiences with higher conversion value.
Marketing Results
This test used VBO combined with broad targeting, and compared with the "lookalike audience who purchased in the past 180 days" control group, the ROAS improvement was significant, achieving a 19% increase. Under this delivery strategy, other data also met the brand's expectations: website conversions increased by 26%, CVR increased by 6%, and CPP decreased by 5%.
