higher return on ad spend
increase in conversions
lower cost per acquisition
We’re always looking for ways to customize our ads for each shopper. With dynamic product ads, we can be sure that our target audience is seeing what really matters to them at that point in time. And what really saves time for our team is that the ads are paused as soon as an item is out of stock.
-Napasagorn Vibulsrisajja (Belle), VP of Marketing, Pomelo
Data driven insights
Nanigans used its automation software to create a Custom Audience of people who viewed selected products on Pomelo’s website or took certain actions like adding a product to their cart or completing a product. Nanigans then ran dynamic ads to promote relevant products based on what people had been browsing. Using dynamic ads, Pomelo could promote its entire catalogue of 1,500 products in real time. Ads paused as soon as items sold out, so people only saw what was in stock.
Nanigans’ predictive optimization software helped take the ads to the next level. It calculated the lifetime value of various audience segments, taking conversion rates and revenue into account. It then automatically adjusted the ad buying process to use the best-performing creative. Nanigans’ automation feature, the Creative Tester, also identified the best-performing creative for specific audience segments—and on a massive scale. Nanigans also constantly refreshed the creative, so people didn’t tire of it, which helped maximize conversions.
Dynamic ads helped Pomelo engage with previous customers and boost loyalty, as well as remind shoppers about products they’d been considering. The 4-month campaign, which ran from October 1, 2015–January 31, 2016, delivered highly cost-efficient conversions, resulting in:
- 12.9X higher return on ad spend
- 10X increase in conversions
- 85% lower cost per acquisition