Carnivore Lifestyle Australia is a West Australian company that specialises in creating and distributing products that are 100% Carnivore friendly, ranging from body care, multi vitamins and snacks, such as their in house leader product, Carnivore Crackle. Carnivore Lifestyle Australia came to us wanting to sell 75 bags of their Carnivore Crackle a week before they decided to consider other products. 

The Solution: On Meta, to achieve this goal, we managed both sales campaigns, and a campaign for engagement, understanding that social proof was going to be crucial in getting this product sold. Here are the four crucial points that allowed this KPI to be met.

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1.  Ad Wars - How Disagreements Can Heat Up Ad Performance
On Meta, we targeted polarising audiences to create engagement and a sense of tribalism within the community to build support for the brand and product. For example, the vegan interest on Meta was targeted alongside those who subscribe to the keto or carnivore lifestyle. By targeting polarising audiences on Meta, we effectively fostered an 'us vs them' mentality. This strategic approach triggered heated debates and defences of their respective viewpoints. When users are impacted by tribalism, they generally take action not just by words, but also with their wallet. This is because as owners of the product, it then deeper entrenches them in the side that opposes who they disagree with. In this environment, negative social proof played a pivotal role, compelling audiences to rally behind their beliefs, driving engagement, and ultimately leading to increased conversions and sales.

2. Visual Versatility - How Customised Static Images Elevated Engagement & Sales:
Tailoring our ad strategy for 'Carnivore Crackle', we meticulously curated a diverse range of static images and videos. We observed distinct preferences within our audience segments, with nature-loving enthusiasts resonating more with outdoor visuals, while families responded positively to content portraying a family-oriented lifestyle. This versatile approach ensured that we effectively engaged all potential customers and allowed Carnivore Crackle to be a product that could be ‘the product’ for everyone, driving higher conversion rates. As a result, not only did this lead to higher rates of engagement and focused attention, but it also contributed to a noteworthy reduction in our cost per purchase, showcasing the power of precise visual targeting in our advertising efforts for 'Carnivore Crackle'. 

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3. Masking Backorders:
In a strategic website adjustment, we concealed the backorder status. We watched extensive recordings of users on the product pages. During sessions that showed the backorder status, users behaved in a more hesitant way. They researched the product more and ultimately didn’t show intent to take action. When stock levels were high and no backorder number was shown, sales were high. This was a fairly novel find as generally a small amount of stock being indicated is a common way to falsely create urgency. This could also be attributed to the idea that customers assumed that a high number of backorders meant that their order would be delayed, even though there was nothing that suggested this in customer reviews or within the social proof. 

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4. Personalization's Role in Copy Success:
Crafting copy tailored to distinct target audiences proved instrumental in driving 'Carnivore Crackle' sales even more so than using specific visuals. For instance, messaging aimed at fitness enthusiasts highlighted its role as an ideal pre or post workout snack. However, when targeting young families and parents, the emphasis was on its clean, preservative-free recipe, offering a guilt-free option for health-conscious parents. This precise messaging strategy not only contributed to a consistently low cost per purchase but also fostered a positive response within these targeted audiences, ensuring that engagement with the ads remained consistently high.We found that by personalising the copy, we were able to also use emotion to push sales, something that we found we couldn’t do with using personalised static images. We found that whilst the personalised images stopped the scroll and generally caught the target audience's attention, it wasn’t always enough to convert those who still had hesitations. One of the ways we found we could break through these hesitations, was to convince them through using emotion. Specifically, feeding into an emotion we believed would go hand in hand with the target audience and their state of mind at the time of purchase. For example, through fear, we could discuss the preservatives commonly found in other products, to convince a mother worried about the high levels of sugar found in her children's snacks that Carnivore Crackle was the safer option to purchase. On the other hand, we could sway specific groups of people, such as frequent gym goers, through confidence, by highlighting how regular and passionate gym goers needed a specific pre workout snack, because they worked harder than the average person, and that Carnivore Crackle was full of ingredients and nutrients they needed to achieve their workout goals. By using tailored and specific copy, we were able to cater the product to each individual, and therefore lower the barrier of resistance, leading to more sales. 

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The Results: Since August, they have been so busy that their oven broke and they have been backordered since. Due to their leading product, the Carnivore Crackle having done so well, they have been able to work on new products they have had ideas of for some time, but didn’t have the resources for, and have now decided to expand their range of products advertised on Meta. Before ads were paused due to the stock being backordered, the account was successfully hitting their 75 bags a week KPI, and the overall cost per purchase was $9.24, and the cost per engagement was $0.01.

Armour Renovations is a WA home renovations and construction company. They’ve been working with Where U? for over a year, with a successful Google Ads campaign that was generating leads for renovations and granny flat builds. However, they decided they wanted to grow the granny flat construction side of the business. They hired two new sales representatives, and needed enough demand to keep them busy. Our Google Ads were already aggressively targeting every keyword related to granny flat builds. 

The Solution: We captured new leads by adding a Meta ads campaign targeting exclusively the granny flat building side of the business. This required a stronger understanding of the target audience, why they wanted the service, and what they wanted to know about it. The 3 key factors for Meta ads success were:

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1. Using ad creative as a form of audience targeting (and knowing what the audience wanted to see). We tested a number of different copy and visual creatives before finding the right combination that resonated with the target audience. Ultimately, the ad creative that was most successful combined eye-catching movement with the technical detail included in a floor plan alongside copy referencing external consideration factors. This creative’s interactions were then used as the basis of audience targeting. Audience targeting was overall kept fairly broad, with basic interest targeting, allowing the ad creative to function as a form of targeting by appealing to its intended audience.
2. Accounting for external factors in the ad creative. In trialling the ad copy, we needed a strong understanding of external factors that account for interest in the product. We researched extensively and then subsequently tried a range of different hooks in the ad copy to speak to different potential reasons that someone might want the product.  Some key findings were that the well established multigenerational living proposition has lost its impact, being replaced by secondary income streams. Further, cost-focused ads performed better than experience-focused ads. This reflects the current economic and housing climate in WA, with rental income at an all time high and the cost of living crisis making an extra income stream especially appealing. 
3. Tailored landing page. We had a landing page specifically built for paid traffic interested in new granny flat builds. It had a simple but professional design, with a lead form above the fold indicating the next step for users to take. The first headline on the landing page appealed to the emotional reasons for building a granny flat, while the subheadline appealed to the user’s logical reasoning, combining reason and emotion to encourage the user to take action.  Below the lead form were customer reviews to promote trust. Towards the bottom of the landing page, we added a quiz for users to find out if they should move house or renovate their current house. Quizzes are an engaging and interactive way of getting users invested in a product, and once they’ve completed the first question they have a level of commitment to finishing each step - including the final step of adding their contact information.

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The Results:

• Cost per lead over the period that Meta ads have been running is at $18.40.
• Armour Renovations has been able to expand the side of the business that they are interested in growing.

This is how we took cost per lead down by 69% without overhauling a risk-averse multi-generational family business.

89s The Garage Door Specialists are a family-run business who are stalwarts of the West Australian industry and have a long history of both traditional and digital media investment. However, they were stuck in mediocre-land. Results were “fine”, public perception was “fine” and growth was plateaued. The bigger issue was that they didn’t feel like they were moving forward and they had reporting full of jargon that was too hard to decipher.

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What they didn’t need was a disruption to their existing client base and brand recognition. They instead needed their value proposition tailored to each subsection of their target market, to ensure the correct message was being delivered to the correct people

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The Solution: We adopted a straightforward approach, focusing on three key pillars that turned the situation around:

1. Customised Landing Pages: Recognizing that different types of leads required different approaches, we created landing pages tailored to each type. For service leads, the landing page offered clear information about the process and how to take action, and showcased social proof in the form of reviews. The design was simple so as to deliver supporting information efficiently. The simple design also allowed for the specific type of service information relevant to the user to be given at any one time.  For sales leads, we used interactive forms, high-quality visuals, and animations to highlight the garage doors' appeal and quality, ensuring leads had the right budget in mind. As an established service-first family business, it was important to ensure that the customised experience didn’t just start on the phone. 

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2. Refined Phone Call Tracking: We improved call tracking by implementing Dynamic Forwarding Numbers. These numbers only counted conversions for calls that were of a meaningful length or deemed important by operators. This allowed us to optimise for quality calls, which was crucial when targeting audiences with older demographics. There’s no point in optimising the campaigns based on people who accidentally press the phone number when scrolling around. Instead, only high quality call leads go back into the optimisation systems. This results in a much higher cost per lead in the short term. But the client was aware of the strategy and expected this to come back down over time (which it did.)

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3. Custom Nurturing System: When leads are generated, it’s common to immediately automatically contact the lead to help nurture the contact and build trust. However due to the 89’s client base’s expectation of personal service, a one-size-fits-all message wouldn’t be acceptable. Instead of generic automated messages, we created a system that provided personalised and efficient support. Using a simple process that only involves the operator making 2 clicks, text templates are dynamically added as needed. This ensured operators could engage with customers not just in a timely manner, but in a personalised and relevant one. The nurturing system also referenced where the user was in the sales pipeline, ensuring that communication effectiveness and response time could be measured at all stages. 

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The Results: The outcomes speak for themselves:

• Cost per lead decreased from $46.64 to $14.45.
• Consistent year-on-year growth for the past two years.
• Cost per acquisition was identified and could be properly optimised
• The client didn’t just see the good results, they felt supported and educated.

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“The advice and assistance we have received from Nik and Brodie has been both an education and of absolute benefit to our business. Their product has seen our customer base grow significantly. “

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PopUp WiFi stands as a leading managed internet solution catering to the dynamic needs of businesses and events requiring short-term, reliable internet connectivity. The strategic recalibration of our approach has yielded a commendable reduction in cost per conversion from $183.36 to $97.29, concurrent with an expansion in ad spend and the preservation of close rates.

Picking the Right Playground

A pivotal observation from our analysis of the preceding agency's approach revealed a misalignment between search volume and genuine search intent. Sure, everyone's yelling "WiFi" on Google, but only a handful are really after a B2B solution. While the demand for WiFi-related queries is substantial, the niche segment seeking a specific B2B solution is comparatively modest. Consequently, to circumvent unnecessary competition with industry giants and manage expenditure effectively, our agency strategically pivoted towards Meta feeds for WiFi oriented discovery. Instead on Google, we focussed on keywords that oriented around the problem that event producers were trying to research an answer for.

Going Long with Copy

Contrary to prevailing trends favouring brevity in advertising content, our agency intentionally adopted a protracted narrative approach. This move was aimed at distinguishing our ads as narratives rather than mere promotional material. These comprehensive narratives, replete with information tailored to our target audience, have proven effective in not only engaging our audience but also filtering out disinterested parties. The content was simply too long and to unappealing to users that aren't in the target audience. The outcome of this departure from conventional Meta ads was a discerning audience, attuned authentically to the merits of PopUp WiFi's offerings.

Navigating Social Engagement

Despite encountering dissenting opinions within the social media landscape, notably on Facebook, we recognized these interactions as an opportunity rather than a challenge. Negative comments, often perceived as detrimental, were strategically repurposed to fortify brand loyalty through a calculated demonstration of resilience. Our media team adeptly responded to critiques with a balance of firmness and diplomacy, resulting in an augmented positive sentiment and an influx of high-quality leads.

Strategic Google Ads Refinement

In navigating the competitive landscape of Google Ads, particularly given the constraints posed by highly competitive primary keywords, a reductionist approach was imperative. Leveraging negative modifiers and meticulous bid control, we crafted a bidding strategy that prioritized specific audience segments. This ensured that while PopUp WiFi maintained a competitive edge within its target segments, it avoided unnecessary expenditure in broader consumer spaces.

In summation, the success of PopUp WiFi's advertising campaigns emanates from a meticulous and strategic approach. Our discerning platform selection, intentional narrative approach, adept management of social interactions, and nuanced refinement of Google Ads have collectively contributed to the positive outcomes observed.

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