How Realtime Agency Drove 31% Reduction In Cost Per Sale Through Innovative Audience & Creative Optimisation

Artemis is a UK-based company that distributes aesthetic beauty devices to medical and beauty spas, and is committed to providing its partners with high-quality, affordable aesthetic beauty devices – as well as comprehensive marketing and training support.

For Artemis, we developed a comprehensive marketing strategy focussed on driving high numbers of qualified leads to help achieve their businesses goals. As a result of our efforts, Artemis have experienced a significant increase in website traffic, leads, and sales.

Challenge

During the period from January to March 2022, Artemis experienced a drastic increase in Cost per Sale, soaring from $4,000 to nearly $10,000. Simultaneously, the percentage of qualified leads dropped from the usual 8% to a mere 3%. Realizing the negative consequences of missing sales targets and wasting ad spend on low-quality leads, Artemis promptly scaled back its campaign and devised an entirely new strategy, distinct from the minor adjustments made over the previous two years.

This was also amplified by the App Tracking Transparency changes introduced by Apple in 2021 to address privacy concerns, which had a negative affect on advertisers ability to track conversion data. This data has historically played a crucial role in shaping various aspects of campaigns, such as defining target audiences, measuring return on ad spend (ROAS), allocating budgets, and optimizing algorithms.

In order to counter the algorithm’s decreased efficiency due to the loss of cookie based signals, Realtime realised the need to provide additional support by devising new approaches.

Strategy

To create more highly qualified audiences to target, Realtime turned to their audience team, responsible for utillizing publicly available data to create highly specific audiences for our clients. Realtime Agency built new audiences through working with third-party providers to create segments of dermatologists, aestheticians and plastic surgeons to match Artemis’ desired target group. We also advised on data segmentation and imported these segments into ad platforms via our Audience Team.

To match the new third party audience segments, we developed new, highly tailored messaging which aligned with each segment’s specific vertical or job title. Alongside this, we tested both consumer-focussed creatives against more B2B focussed creative and a consumer-focussed copy style against a business-benefit copy style.

Results

The implementation of these solutions yielded remarkable results for Artemis. The combination of a new audience strategy and tailored creative led to a 31% reduction in Cost per Sale. Simultaneously, we were able to scale their ad spend to five times its previous amount after the campaign hiatus. The most impressive aspect was that these results were achieved just four weeks after the campaign relaunch.

By focusing on alternative audience sourcing, tailored creative approaches, and reinforcing the algorithm through new bidding strategies, they successfully mitigated the negative impact of tracking transparency on campaign performance. These efforts resulted in significant cost reductions and improved campaign scalability.