Success Story
For Pro Sound Effects FSA implemented a creative scaling strategy combined with a dynamic social retargeting approach through social ads. This resulted in a 540% increase in monthly lead volume, and a 886% increase in revenue attributed to social media.
540%
Increase in Average Monthly Lead Volume
886%
Increase in Social Media Revenue
About the Brand
Based in Brooklyn since 2004, Pro Sound Effects® (PSE) develops highly curated sound effects libraries for sound artists, editors, designers, audio engineers, media companies, schools and nonprofits. Award-winning creators and companies in film and television, video games, virtual reality, and advertising rely on PSE libraries every day to fuel creativity, finish projects faster, and deliver their best sound always.
The Challenge
Pro Sound Effects wanted to increase their e-commerce sales and leads in a specific customer segment.
Solution #1
Creative Scaling
PSE had built their business via organic and content marketing with next to zero advertising. This is what brought PSE to work with Full Speed Advertising and we also asked to improve PSE’s lead generation efforts on Facebook which were time-consuming and cumbersome for the company to manage.. Legacy creative featured low engagement with static images and copy that lacked a sense of urgency. By working closely with our talented designers, copywriters, and strategists we began a rapid testing period through the second quarter of 2018 to evaluate the impact of ad type, design, copy, and landing page on performance.
Since launching our creative testing initiative, the newly revised creative used in PSE lead generation campaigns were able to increase lead volume by 540% while decreasing cost per lead by 69% during the same period.
How We Did It
- Post engagement aggregation across ad sets
- Transitioning to relatable lifestyle imagery over software screenshots
- Videos and gifs to increase engagement and stop the scroll
- Ad copy spacing to enhance comprehension
- Tactical and relevant emoji placements
- Call to actions in the headlines
- Automation tools to detect ad fatigue
How We Did It
- Dynamic Product Ad (DPA) Retargeting
- Shopify Catalog integration
- Product Feed custom formatting
- Granular audience segmentation
Solution #2
Dynamic Social Retargeting
With a vast collection of sound effects libraries and unpredictable checkout behavior from their target audience, PSE found it difficult to reach their prospective customers with relevant product offerings at the opportune moments. Through the careful construction of a detailed product catalog integrated with pixel data, FSA was able to create dynamic retargeting ads that displayed the most profitable product mix within time frames with optimal conversion rates.
After testing various retargeting tactics the sound library powerhouse was able to realize over an 880% increase in social media revenue while generating thousands of new lifelong customers over a six-month period.
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