Rebel Rabbit Reporting - July 8th-14th

Weekly Stats

Facebook Stats:

  • Amount Spent: $11,406.05

  • Clicks: 12,108

  • CPC: $0.94

  • CTR: 2.58%

  • Add to Carts: 2,148

  • Purchases: 227

  • Cost per purchase: $50.25

  • Conversion Value: $17,712.31

  • ROAS: 1.55X

    • Google Stats:

  • Amount Spent: $3,223.52

  • Impressions: 141,869

  • Search Impression Share: < 10%

  • Clicks: 1,749

  • Interaction Rate: 1.23%

  • CPC: $1.84

  • Conversions: 143

  • Cost per Conversion: $22.54

  • Purchase Conversion Value:  $16,126.53

  • ROAS: 5.00X

    • Highlights from the Week

  • Google scale is progressing even with rejected ads

  • Specifically going against competitors and "delta" keywords are causing issues, but we have enough active ads for it to make a difference.

  • Meta had a much stronger week at scale compared to the start of the month

  • ROAS is higher, spend is slightly lower, but purchases and conversion rate is elevated.

  • Audience targeting

  • Currently going after small interest groups as well as LAL from valued tiered of our interest audiences

    • Content Performance

  • Our best performing new asset to test that isn't Wilder Hare is our River Video with no B-Roll video interspliced

  • Our other versions are getting single purchases here and there, but Facebook isn't allocating spend to them to indicate high performance.

  • Next step would be to test the B-Roll versions on their own to determine efficacy vs the original

  • Wilder Hare river videos are the highest performing assets

  • I believe going forward, having talking head videos interspliced with B-Roll lifestyle (that we can use on it's own) will be our best performing creative.

    • Delivery Performance

  • Our Purchases are pretty evenly split between Facebook and Instagram delivery

  • There isn't a clear outlier in terms of platform to do an individual test

  • We are seeing a slight decrease in our interest based performance

  • This can be due to general fatigue or a difference in season (midpoint of Summer)

  • Will explore future options

    • Immediate action steps

  • Going to test the new River videos as standalone ads to gauge efficacy

  • Launching Spanish only campaign as a small test

  • Refreshing and re-testing interest audiences that were popular in Feb/March

  • Refresh purchase LAL audiences for revamped mid-month launch.