Case Background
At this stage, ttdeye has built its own independent site platform through Shopify and cooperates with overseas social media to sell domestic fashion beauty and trendy accessories products abroad, providing B2C online shopping for more than 80 countries and regions. Recently, the brand found that the cost per advertising action is getting higher and the return rate is decreasing, so it needs to leverage Tuke's more efficient advertising products for campaign optimization.
Solution
VBO stands for Value-Based Optimization, which helps advertisers find users who are more likely to make high-value conversions under the target. In terms of strategy, minROAS (minimum return on ad spend) can ensure the initial achievement of advertising goals, while if the budget is sufficient, the Highest Value bidding can also be selected. The recommended duration for VBO ad groups is more than one week, which will yield more stable and reliable results.
This ttdeye ad campaign mainly targeted young women aged 18-25 in the US market, with a test period from November 18 to November 28. To optimize ad traffic, the brand re-invested in VBO and set up an a/b test control group. Based on historical data performance, combined with actual goals and overall needs, the brand adopted the minROAS bidding method for VBO, set a daily ad group budget of $300, and set the control group with a Cost Cap strategy, creating 3 ad groups for each type. Although the price difference of ttdeye's landing page products is very small, the VBO test still achieved a significant data advantage, with the experimental group outperforming the control group in all aspects.
Whether the ad performance meets the standard, the attractiveness of the creative material is also one of the key influencing factors. During the ad campaign test, ttdeye found that the effectiveness of the original ads was declining. On the advice of the Tuke for Business team, the creative material was promptly replaced during the test, regaining consumer attention and maintaining the overall stability of ad performance.
Marketing Effect
This test changed the original advertising strategy, adopted the minROAS bidding method of VBO, paired with high-quality ad creatives, and extended the effect observation period. Compared with the conventional ads in the client's control group, VBO showed significant results in improving ROAS, achieving a 33% increase. Other data also met the expectations for effect optimization, with CVR up 0.61%, PVR up 0.007%, and CPA down 22%.
