fonQ improves ROAS by 160% with branding & persuasion in Dynamic Facebook Ads

About fonQ

fonQ inspires people to create a home to be proud of. A place where they truly feel at home. By offering a large, unique collection and engaging interior advice fonQ makes online shopping fun, easy and exciting. The online interior store excels in excellent service and support, making fonQ a market leading web store and a household name for decorating homes in the Netherlands, Belgium and Germany.

The challenge

fonQ is unique, ambitious and has a clear view on how to present itself in a highly competitive market. Most of all by staying close to its core. Because fonQ isn’t ‘just’ an online shop, fonQ is an experience. fonQ goes the extra mile, for every single customer. The passion for interior design, the energy to stand out and desire to ‘add fonQ to homes’ had to be brought together in a social advertising approach in which branding and persuasion grow to be the center of attention.

Social Dynamic Ads, Facebook Ads which include product elements, have become an integral part of today’s e-commerce managers’ – already hefty – field of work. If there’s anything the last few years have taught us, it’s that advertising on Facebook and Instagram using dynamic ads works. But as every online marketer knows by now: there’s restrictions and limitations to Social Dynamic Ads.

Standard templates that are not up-to-speed with your well thought-out advertising approach and virtually no branding or persuasion options. This results in inconsistent branding and a world of missed possibilities when it comes to conversion optimization. What a waste, right? Especially because by using the right tool and taking advantage of a number of clever tweaks you can improve your ROAS significantly. How? By raising the bar and outperforming competition through branding and gaining a psychological edge.

The solution

With Facebook being one of most important advertising channels for fonQ, the marketing team realized change was necessary to increase ROAS, customer engagement and meet relevant KPI’s such as CTR, order value and conversions. But, how to get the most out of social and display campaigns when the standardized templates for Dynamic Product Ads for Facebook offer limited design and customization options? By the creative improvement of Social Dynamic Product Ads offered by Bannerwise.

By offering the ability to build customized dynamic creatives for Facebook with Bannerwise, fonQ was able to create DPA’s for social media that are not only on-brand and consistent with its brand identity, but most of all an instant advertising hit. After A/B testing various hypotheses, fonQ learned that larger product images in combination with persuasion techniques improved performances drastically.

Using the Bannerwise platform, fonQ extended the image size of the Social Dynamic Ads, added persuasions in dynamic elements such as ‘free shipping’, ‘discount’, and optimized its Facebook Ads with striking branding graphics. Because when you win multiple prominent awards in a market with established competitors, why not show the world what you are made of? As a result not only the specific product categories, but ad-campaigns uplifted the brand as a whole after adding branding and persuasion to the Social Dynamic Ads.

fonQ was able to add their branding and persuasion elements like free shipping and the discount percentage

The result

The outcome was staggering. After detailed testing the various visual improvements of ad creatives, Dynamic Product Ads with Bannerwise resulted in a mind-blowing improvement of ROAS with no less than 160% compared to the ads created with the standard templates provided by Facebook. The conversion rate increased with a just as convincing outcome of 106%. And ads created with Bannerwise also boosted CTR (+34%) and order value (+26%).

The key take-aways from these impressive results are that optimization doesn’t stop after one A/B test. ‘The centrepiece’ in advertising can only be created by understanding the psychology of your customers and showing your ‘true self’ in every way possible. By being consistent in branding, testing and analyzing how ad creatives affect performances of campaigns and putting this data to good use, fonQ realized the importance of branding and customization.