Andrew Martin X Realtime Agency

46% Increase in ROAS through Product Feed Optimisation & Strategy

Andrew Martin has established itself as a prominent figure in the realm of global interior design, showcasing its imaginative, fusion-driven, and enjoyable interiors since 1978. Recognized for promoting top designers and shedding light on hidden cultures, Martin’s contributions have earned it the well-deserved title of the “bible of interior design” through their publication, “The Interior Design Review.” In early 2021, Realtime embarked on a partnership with Andrew Martin, aligning their goals with the brand’s focus on expanding their e-commerce endeavors and increasing their return on ad spend (ROAS). While our team possessed a robust e-commerce offering, our success with Andrew Martin was particularly notable in the realm of product feed optimization, which ultimately resulted in an impressive 46% incremental increase in ROAS. So, how did we achieve this remarkable outcome?

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Challenge

Product feed ads on Facebook & Instagram are a common sight while scrolling through the platform. These ads, posted by brands, often feature a carousel of merchandise along with pricing information, coupons, and a ‘shop now’ call to action. Unlike regular static ads, product feed ads are dynamic and linked to the retailer’s real-time inventory through SKU numbers. This means that if Meta identifies a user’s potential interest in a couch, they can display ads featuring various couch options from the brand. But how does Facebook or Instagram determine a user’s product preferences? While the algorithm and pixel data play a significant role, we also have a part to play in guiding it. This is where product feeds become useful. Advertisers manually compile lists of products into these groups, which can be sorted based on various criteria such as color, material, type, or promotional aspects. By optimizing the characteristics of products within these groups, we can achieve maximum advertising efficiency. For example, if Instagram identifies users who have recently purchased a couch, we can instruct it to retarget those users with ads for complimentary products such as throw pillows from our ‘throw pillow’ product group. Similarly, if Instagram determines that users have purchased linen items, we can retarget them with other linen items from our ‘linen’ product group. The possibilities are endless, and conducting tests and gathering data on product groups is essential for a successful product feed strategy.

 

Strategy

In the realm of social media marketing, it is crucial to acknowledge the significance of optimizing individual channels to drive better performance and achieve a high return on investment (ROI). While our focus for this article revolves around Facebook and Instagram, it’s important to note that Realtime has also customized product groups for Pinterest and Google, tailoring strategies to suit each channel’s unique characteristics and user behaviors. Surprisingly, many advertisers underestimate the importance of channel-specific optimization, but it plays a pivotal role in driving success at scale.

To illustrate this point, let’s take a look at our experience with Andrew Martin’s inventory, comprising nearly four and a half thousand products. We delved into sorting and grouping these products to determine the most effective strategies. Eventually, we found success by categorizing them based on color, differentiating outdoor and indoor items, and highlighting promotional items. These groupings allowed us to tailor our approach, ensuring relevant and engaging content for each category.

Moreover, our success extended to leveraging Instagram’s dynamic overlays. These overlays, small PNG files, dynamically appeared on top of creative assets based on specific rules. For instance, in an effort to incentivize users to return to abandoned shopping carts, we retargeted individuals who had added items but not made a purchase. By overlaying a ‘10% off’ coupon on top of the ad, we were able to entice users back and increase conversions.

In addition to strategic optimization, personalization played a pivotal role in our overall approach. In the context of modern-day e-commerce, personalization is a fundamental component, especially in a digital landscape filled with sensory overload. We embraced personalization at every step of our strategy. One notable example was incorporating product characteristics into the ad’s headline. By highlighting key features such as material, color, or other relevant aspects, we observed a boost in return on ad spend (ROAS). Users were more likely to engage and click on ads that resonated with their preferences and showcased the unique qualities of the product.

Results

Regardless of your product feed approach, tailoring is the key. Through promotions, and messaging to the individual, brands can stand out from competitors and boost not only share of voice, but – ultimately – sales. For us, tinkering to find efficiencies in product groups, dynamic overlays, and ad headlines showed us a 46% increase in ROAS in just two weeks (compared to data two weeks prior to using product feed ads and steady spend/CPM [<10% difference]).

Privacy Policy for UK & EU

Privacy Policy for UK & EU (Website)

Effective Date: 12/05/2023

This Privacy Policy governs the manner in which RTMUK Ltd. collects, uses, maintains, and discloses information collected from users (hereinafter referred to as “User” or “Users”) of the realtimeagency.com website (hereinafter referred to as “Website”). This Privacy Policy applies to the Website and all products and services offered by RTMUK Ltd.

  1. Personal Data Collection

1.1. Data Controller: RTMUK Ltd. is the data controller responsible for the collection, processing, and storage of personal data.

1.2. Types of Personal Data: We may collect personal identification information from Users in various ways, including but not limited to when Users visit our Website, register on the Website, subscribe to our newsletter, fill out a form, or interact with other activities, services, features, or resources we make available on our Website. The personal data we collect may include, but is not limited to, the following:

  • Name
  • Email address
  • Mailing address
  • Phone number
  • IP address
  • Browser information
  • Other information voluntarily provided by the User

1.3. Purpose of Data Collection: We collect and process personal data for the following purposes:

  • To personalize user experience
  • To improve customer service
  • To send periodic emails (e.g., newsletters, updates)
  • To process transactions or respond to inquiries
  • To comply with legal obligations

1.4. Legal Basis for Processing: We rely on the following legal bases for processing personal data:

  • The processing is necessary for the performance of a contract with the User.
  • The processing is necessary for compliance with a legal obligation to which we are subject.
  • The processing is based on the User’s consent.
  • The processing is necessary for the legitimate interests pursued by us or a third party.

    2. Data Retention and Security

2.1. Data Retention: We will retain personal data for as long as necessary to fulfill the purposes for which it was collected, unless a longer retention period is required or permitted by law.

2.2. Data Security: We implement appropriate data collection, storage, and processing practices, as well as security measures, to protect against unauthorized access, alteration, disclosure, or destruction of personal data and other information stored on our Website.

3. Data Disclosure and Sharing

3.1. Third-Party Service Providers: We may engage trusted third-party service providers to assist us in operating our Website or conducting our business activities. These third parties may have access to personal data solely for performing specific tasks on our behalf and are obligated not to disclose or use it for any other purpose.

3.2. Legal Compliance: We may disclose personal data to comply with applicable laws, regulations, legal processes, or enforceable governmental requests.

4.User Rights

4.1. Right to Access: Users have the right to request access to their personal data processed by us.

4.2. Right to Rectification: Users have the right to request the correction of inaccurate or incomplete personal data.

4.3. Right to Erasure: Users have the right to request the deletion of personal data under certain circumstances.

4.4. Right to Object: Users have the right to object to the processing of personal data in certain situations.

4.5. Right to Restriction of Processing: Users have the right to request the restriction of processing of personal data in certain circumstances.

4.6. Right to Data Portability: Users have the right to receive the personal data concerning them, which they have provided to us, in a structured, commonly used, and machine-readable format.

5. Cookies and Tracking Technologies

5.1. Cookies: Our Website may use cookies and similar tracking technologies to enhance User experience and provide personalized services. Cookies are small text files stored on the User’s device that enable us to recognize their browser and capture certain information. Users may choose to set their web browser to refuse cookies or to alert them when cookies are being sent. However, note that some parts of the Website may not function properly if cookies are disabled.

5.2. Tracking Technologies: In addition to cookies, we may use other tracking technologies such as web beacons, tags, and scripts to collect and track information about Users’ interactions with the Website. These technologies may be used for analytics, targeted advertising, and measuring the effectiveness of our marketing campaigns.

6. Third-Party Websites

6.1. External Links: The Website may contain links to external websites that are not operated by us. We have no control over the content and practices of these websites and are not responsible for their privacy policies or practices. Users should exercise caution and review the privacy policies applicable to those external websites.

7. Children’s Privacy

7.1. Age Limitations: The Website is not intended for use by children under the age of 16. We do not knowingly collect personal data from children without obtaining parental consent. If you believe that we may have collected personal data from a child without parental consent, please contact us, and we will promptly take steps to remove such information from our records.

8. Changes to this Privacy Policy

8.1. Policy Updates: We reserve the right to update or modify this Privacy Policy at any time without prior notice. Users are encouraged to check this page periodically for any changes. The revised policy will be effective immediately upon posting on this page.

9. Contact Us

9.1. If you have any questions or concerns regarding this Privacy Policy or our data practices, please contact us at [email protected]

Privacy Policy For US

Privacy Policy for the United States (Website)

Effective Date: 12/05/2023

This Privacy Policy governs the manner in which RTMUK Ltd. collects, uses, maintains, and discloses information collected from users (hereinafter referred to as “User” or “Users”) of the realtimeagency.com website (hereinafter referred to as “Website”). This Privacy Policy applies to the Website and all products and services offered by RTMUK Ltd..

  1. Personal Information Collection

1.1. Types of Personal Information: We may collect personal identification information from Users in various ways, including but not limited to when Users visit our Website, register on the Website, subscribe to our newsletter, fill out a form, or interact with other activities, services, features, or resources we make available on our Website. The personal information we collect may include, but is not limited to, the following:

  • Name

  • Email address

  • Mailing address

  • Phone number

  • IP address

  • Browser information

  • Other information voluntarily provided by the User

1.2. Purpose of Personal Information Collection: We collect and process personal information for the following purposes:

  • To personalize user experience

  • To improve customer service

  • To send periodic emails (e.g., newsletters, updates)

  • To process transactions or respond to inquiries

  • To comply with legal obligations

1.3. Collection of Non-Personal Information: We may also collect non-personal information about Users when they interact with our Website. This information is not personally identifiable and may include technical information about the User’s device, such as the type of browser used, operating system, and the referring website.

  1. Information Sharing and Disclosure

2.1. Third-Party Service Providers: We may engage trusted third-party service providers to assist us in operating our Website or conducting our business activities. These third parties may have access to personal information solely for performing specific tasks on our behalf and are obligated not to disclose or use it for any other purpose.

2.2. Legal Compliance: We may disclose personal information to comply with applicable laws, regulations, legal processes, or enforceable governmental requests.

  1. California Consumer Privacy Act (CCPA)

3.1. Rights of California Residents: If you are a California resident, you have specific rights regarding your personal information under the CCPA. These rights include:

  • The right to know what personal information is collected, used, disclosed, or sold

  • The right to request deletion of personal information

  • The right to opt-out of the sale of personal information

  • The right to non-discrimination for exercising CCPA rights

3.2. Exercising Your CCPA Rights: To exercise your CCPA rights or obtain more information about our data practices, please contact us using the information provided in the “Contact Us” section below.

  1. Children’s Online Privacy Protection Act (COPPA)

4.1. Children’s Personal Information: We do not knowingly collect personal information from children under the age of 13 without obtaining verifiable parental consent. If you believe that we may have collected personal information from a child under 13 without parental consent, please contact us, and we will promptly take steps to remove such information from our records.

  1. Data Security

5.1. Data Security Measures: We implement appropriate data collection, storage, and processing practices, as well as security measures, to protect against unauthorized access, alteration, disclosure, or destruction of personal information and other data stored on our Website.

  1. Changes to this Privacy Policy

6.1. Policy Updates: We reserve the right to update or modify this Privacy Policy at any time without prior notice. Users are encouraged to check this page periodically for any changes. The revised policy will be effective immediately upon
posting on this page.

  1. Contact Us

7.1. If you have any questions or concerns regarding this Privacy Policy or our data practices, please contact us at [email protected].

Please note that the provided Privacy Policy templates serve as a starting point and should be reviewed and customized to accurately reflect your business practices, applicable laws, and any specific requirements. It is crucial to consult legal professionals to ensure compliance with US privacy laws, including the California Consumer Privacy Act (CCPA) and the Children’s Online Privacy Protection Act (COPPA).