Introduction
StayOnline provides power connectivity solutions to customers around the world. They are a leader in the power cord, plug adapter and power distribution industries. Headquartered in North Carolina, StayOnline prides itself in its commitment to quality products that support manufacturing, medical and power distribution facilities.
The Strategy
The team began by identifying the need to re-engage users who did not complete their purchase with an abandoned cart ad through Facebook efforts. Once the need was established, Kuno Creative was able to:
- Increase ROI via Facebook advertising purchases
- Decrease the number of abandoned carts by encouraging return visits via Facebook ads
- Drive new website traffic via Facebook ads
Demand for Demand Gen
When StayOnline first engaged Kuno Creative, they did not have a social media advertising strategy. Kuno recommended allocating some of the paid advertising budget away from Google to test Facebook ads. StayOnline began with a conservative budget in the first quarter and incrementally increased the budget more than five times the original spend as they saw the success of the Facebook ads in their revenue numbers.
StayOnline implemented the Facebook Purchase Pixel on its website to track purchases that came from Facebook ads and to see the total value generated from each purchase made. Various campaigns were launched, including messages to promote Same Day Shipping, Data Center Cords and the Closeout Deals section on the website. When clicked, all ads went to a page on the website where the purchases were tracked.
The most successful campaign among the three was the Same Day Shipping. Of the $590,000 in revenue brought in from the campaigns, $370,000 of it came from the Same Day Shipping campaign. The ad retargeted those who visited but did not make a purchase and served as a reminder to complete the purchase after leaving the website.
Key Wins
- Increased ROI via Facebook advertising purchases
- Decreased number of abandoned carts
- Increased new website traffic via Facebook ads.
Aligning Sales and Demand Generation Efforts
With successful retargeting efforts in place, StayOnline was looking for an opportunity to provide its sales team with a piece that showed the different components they work with in a Data Center. The goal was to drive digital advertising efforts to a page on the website, targeting IT professionals. The content piece would be an interactive page used as a tool to answer the commonly asked questions about Data Centers its sales team often fields. It was used in ads and sent out to the StayOnline database. The page has been visited by more than 2,767 people with an average time-on-page of more than three minutes.
Data Center Campaign Results
The “Data Center” page was promoted with Facebook ads and achieved positive results, including 858 landing page views, 1,497 link clicks and two website purchases. The interactive page was promoted over the course of three months.
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