Challenge Accepted
When setting up and updating adverts on Facebook Souq used to face a number of issues with:
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Sending and receiving large image files and ad copy in group e-mails,
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The information flow from the product team to campaign executives required to announce and process updates.
The goal was to run fresh prospecting campaigns, automatically updating them with new deals every week and to cut the number of hours spent on manual campaign management. That’s why we introduced this new approach of creating prospecting campaigns through Dynamic Ads and Google Sheets.
About Souq
Souq.com is an English-Arabic language e-commerce platform, often described as the Amazon of the Middle East. It is the largest e-commerce platform in the Arab world.
This Is How We Do It
We created a Google Sheet with client-friendly column names for filling in information about prospecting campaigns. This sheet is then auto-transformed in ROI Hunter’s Feed Manager into a Facebook Feed. Using the feed, Souq can create Dynamic Product Ads and target them to a new audience automatically. Since the campaign structure is ready, all that the employees need to do is fill in the data into the sheet if the deals get updated.
Sheet Columns
- Category
- ID
- Title (used as a headline in the creative)
- Post text (used for the copy above the image in the creative)
- Description text (shown below the headline)
- Destination URL
- Destination URL with UTMs (automatically adding UTM with product ID)
- Image URL
- Targeting gender
- Targeting language
This dynamic approach helps Souq tackle all challenges that used to occur with prospecting campaigns.
Seamless Collaboration
Every team member can now add new products by adding a new line directly into the sheet. To add new information to creatives, change the prices or delete products, team members are only required to edit the corresponding fields. This approach also allows for live campaign monitoring.
Audience Testing
We tested several targeting options together with Souq and found lookalikes to be the most effective solution.
All ad sets are now targeting a lookalike audience of visitors and buyers in specific categories. For every product, you can specify gender and language. While for fashion items male and female ads had to be differentiated, we could target both genders for electronics. In total, we are using 18 ad sets for every category. With 3 categories (CCC, Fashion & Lifestyle) 54 ad sets are running in the prospecting campaign. It might sound like a lot of work but creating those in ROI Hunter was a few minutes job.
Automatic Rules
Souq is testing two types of bidding: optimising for clicks and optimising for website conversions. There is no need for a manual budget and bidding optimisation – ROI Hunter’s Automatic Rules are optimising the campaigns based on Google Analytics data, bringing the best results automatically.
Clear Results
When it comes to reporting, they are able to export spend on the product level and find product performance in Google Analytics as product IDs were added to the UTM parameters.
Do It Yourself
Learn to set up your own E-commerce campaigns using only Google Sheets with this 5-Step Guide.
New Beginnings – Testimonial
The main benefit of running campaigns on ROI Hunter is the simplicity and time effectiveness of the new workflow. We have 100% control over the content we promote. We can change any part of the creative or stop any of the campaigns at any time by simply updating the Google Sheet. With 65% less time spent on advertising campaign management, we have been able to effectively redistribute our marketing efforts, dedicating our time to creating the best deals on the market.
Warrick Godfrey, Senior Regional Marketing Director, Souq
Copy-obsessed content lover finding creativity in unexpected industries. From Influencer marketing to Fintech, to Adtech to HRTech and back.
