Challenge

Scentbird offers its subscribers the chance to try out fresh new designer fragrances every month, without the need to commit to a full-sized purchase. With customized recommendations and over 450 names to choose from, Scentbird makes fragrance shopping simple and fun.

As an ecommerce startup, Scentbird was on a mission to scale its ad campaigns in the most cost-effective way possible. It particularly wanted to reduce the amount that it spent on ads that brought few or no conversions.

Solution

Scentbird relies on split (A/B) testing to help it identify the perfect combinations of ad content, targeting, placement and bidding to drive the best return on ad spend. However, with a significant advertising budget at stake, Scentbird needed to scale its ad campaigns in a way that would bring maximum returns, without increasing team time spent on campaign management.

To achieve this, Scentbird asked Bïrch, one of the newest Facebook Marketing Partners, to help it run more ad campaigns in the most cost- and time-efficient way possible. Bïrch offers advanced ad campaign automation that uses rules—including custom rules that can be set by the advertiser based on the metrics that mean the most to them, such as cost per click, overall campaign budget, time metrics and return on ad spend.

Using Bïrch’s ad automation platform over a 3-month period, Scentbird increased its split test campaigns, using ad set segmentation with custom tags that could be set automatically. Different sets of rules were applied to each segment, so that Scentbird could test one ad strategy against another. Bïrch’s platform also allowed it to automatically increase or decrease budget, manage bid actions and start, pause and un-pause campaigns, based on the rule conditions it had set.

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Results

Scentbird’s 2018 campaigns using Bïrch’s platform enabled it to significantly scale its Facebook ad campaigns, while reducing work hours and unnecessary ad spend.

Read their story on Facebook for Business →