CASE STUDY
Custom Meta Dynamic Ads with Sigma SportsSigma Sports is a UK-based retail client specialising in bicycles, cycling apparel and triathlon gear.
June 13, 2023
+114%Growth in ROAS
Propel services used
Creative| Feed Optimisation| Paid Social
Team members involved
Anna SwordsSenior Paid Social Consultant
Thanh HoangPaid Social Consultant
Rob SimpkinsCo-Founder / Head of Service
The Challenge
Declining RemarketingSigma's Meta remarketing campaigns had gradually been declining in performance efficiency. As more and more competitors entered the market or launched Meta advertising, competition for the same audience was intensifying significantly.
Bland, Boring AdsSigma was using dynamic carousel ads showing products pulled directly from the site pages. These were simply images of a bike on a white background, the same as the majority of their competitors. Their ads were getting lost in the noise.
Complex ProductAcross the range of bikes, there is a huge variety of technical specs to choose from. The current creative used in dynamic remarketing was uninformative, and failed to communicate to potential customers the specs of the bike they were viewing.
The ApproachOur solution was to create a custom dynamic ad template that would help Sigma Sport's remarketing campaigns stand out from the competition.
Custom Feed Builder
Using our feed builder technology, we foraged every product on the Sigma website, picking up any relevant attributes from the products detail pages that we might have wanted to use in our customised dynamic remarketing template.
Template Design
Our design team crafted a new template for Sigma Sports that would allow us to showcase their products in a way that would stand out from their competitors. The template also offered the flexibility to highlight specific product attributes from product pages.
Scaled Image Creation
Our bulk image generator then allowed us to create thousands of new product images by combining the custom product feed with the new template design. This meant that every single product had a unique image based on different product attributes.
The Results
Growth in ROAS
+114%Greater returns
Not only did the new template allow us to capture traffic at a cheaper rate, the traffic also converted at a higher rate than before, enhancing our overall ROAS.
Reduction in Cost Per Click
-33%Reduced costs
Our approach reduced the cost per click across Sigma’s remarketing campaigns due to the increased engagement rate driven by the new creative.
Improvement in Clickthrough Rate
+65%Reduced costs
The higher impact creative was far more effective at capturing the attention of previous visitors and bringing them to the product page.
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“Easy to work with, proactive and just bloody good.”Abcam, Global Head of Marketing
“An absolutely vital arm to our marketing department.”77 Diamonds, Director of Operations
“Working with Propel has been extremely beneficial.”Sigma Sports, Head of Performance Marketing