Case Study: The Value of Running Evergreen Advertising for eCommerce

In the fast-paced and ever-evolving world of eCommerce, maintaining a consistent and engaging presence is crucial for driving sales and building customer loyalty. Our latest case study explores the benefits of evergreen advertising and how it can significantly impact eCommerce performance. Here's an in-depth look at the findings and strategies that can transform your marketing efforts.

What is an Evergreen Campaign?

An evergreen campaign is a marketing strategy that runs continuously without a set end date. These campaigns ensure that ads are always active, with budgets applied regularly to keep them running. Creatives and audiences are rotated based on performance and relevance, making this approach highly adaptable and effective.

Why Evergreen Campaigns Matter

Marketing for music products often requires targeting niche audiences, and getting users to engage with ads demands more strategic efforts than simply driving immediate purchases. Evergreen campaigns provide the necessary time for algorithms and audiences to optimize, leading to better outcomes.

  • Algorithm Optimization: Platforms like Meta require a certain number of conversion actions to exit the learning phase, during which the algorithm figures out the best way to deliver ads for optimal results.

  • Repeated Exposure: Consumers typically need to see an ad multiple times before making a purchase decision. Evergreen campaigns ensure that ads remain visible, increasing the likelihood of conversions.

Key Aspects of the Learning Phase

  1. Data Collection: The algorithm gathers data from user interactions, such as clicks, views, and conversions. This helps in understanding what works best.

  2. Audience Exploration: Different audience segments are tested to find the most engaged groups.

  3. Optimization for Conversion: Using collected data, the algorithm refines ad delivery to maximize conversions.

  4. Ad Performance Testing: Various bidding strategies and ad placements are tested to identify the most cost-effective approaches.

Benefits of Evergreen Advertising

  1. Sustained Engagement: Evergreen campaigns ensure that your brand stays top-of-mind for consumers, leading to increased conversions and customer retention.

  2. Cost Efficiency: By continuously running and optimizing ads, evergreen campaigns can deliver better ROI compared to short-term advertising bursts.

  3. Data-Driven Insights: Leveraging advanced analytics allows for tailored campaigns that achieve maximum impact.

Case Study Results

Our clients, music artists with eCommerce stores, experienced notable improvements in performance through evergreen advertising following the learning phase. Some key takeaways include:

  • Significant reductions in customer cost per action.

  • ROAS stabilization following the stages of the learning phase.

  • An evergreen ad strategy enhances success in parallel with the consumer behaviour cycle.

Management of the Learning Phase

To ensure success, it’s important to manage the learning phase effectively:

  • Provide Sufficient Budget: Ensure the campaign has enough funds to complete the learning phase.

  • Avoid Frequent Changes: Frequent changes can reset the learning phase, causing fluctuations in performance.

  • Monitor Closely: Keep an eye on performance metrics and adjust strategies based on insights gathered during this phase.

Conclusion

Evergreen advertising campaigns are a powerful tool for eCommerce businesses aiming to maintain consistent engagement and drive sales. By understanding and leveraging the learning phase, businesses can optimize their ad delivery, improve ROI, and achieve long-term marketing success.

At Wavo, we are dedicated to helping businesses navigate the complexities of digital marketing with data-driven strategies and cutting-edge technology. Explore our full case study to learn more about how evergreen advertising can transform your eCommerce strategy.