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Case Study: Alex and Ani achieves 3.3x return on ad spend with Facebook
A Facebook Case Study
Designing success with more website conversions on Facebook
ALEX AND ANI is an eco-conscious American jewellery brand that wanted to know whether ads optimised for conversions would drive more online purchases than ads optimised for clicks. Their challenge was to identify the most effective optimisation strategy to increase sales on their website while using consistent creative and budget across tests.
Working with Facebook, ALEX AND ANI ran identical carousel creatives to a lookalike audience built from site visitors and used the Facebook pixel, optimising for the more frequent "Add to Basket" event so the system could learn faster. Conversion-optimised ads delivered a 3.3x return on ad spend (43% higher ROAS than click-optimised ads), drove 22% more online sales and cut cost per purchase by 18%.
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Alex and Ani
Torrie Belknap
Digital Marketing Manager