Finish Line
Acquiring new customers with broad audience targeting and dynamic ads on Facebook
SUCCESS STORY
The athletic apparel retailer used dynamic ads with broad audience targeting to efficiently reach and acquire new customers and boost sales, resulting in a 49X increase in sales and an 83% decrease in the cost per sale.
9X return on ad spend
3X greater reach
83% decrease in cost per sale
49X increase in sales
THEIR STORY
Performance in style
Finish Line is a leading athletic retailer carrying apparel, footwear and accessories from top brands. With over 700 stores across the US, the company serves a young demographic with the latest products from traditional athletic and sport style brands.
THEIR GOAL
Increasing prospects
Finish Line wanted to reach the people who are most likely to be interested in its products and encourage them to purchase athletic wear products from its website.
THEIR SOLUTION
Targeting a broad audience
Finish Line wanted to boost sales of branded athletic wear products on its website, so it worked with Facebook Marketing Partner StitcherAds to increase its online presence, acquire new customers and increase online sales.
Finish Line added the Facebook pixel to its website to track sales conversions. This allowed the retailer to track the people who visited, browsed and purchased products, and then target them with dynamic ads featuring the products they showed an interest in.
To reach more new potential customers, the team also used the broad audience targeting tool. This allowed it to use Facebook’s user data to target ads to people in the US aged 18–65 who have not yet visited its website but are likely to buy its products. The ads were optimized for delivery on desktop and mobile, and paired with copy that reflected the brand and highlighted offers for free and flat-rate shipping.
The team also used the Facebook pixel to track the campaign’s success, revealing a 9X return on ad spend.
THEIR SUCCESS
Finishing touch
With the help of its Facebook Marketing Partner StitcherAds, Finish Line efficiently used broad audience targeting to successfully increase sales and revenue during its ongoing dynamic ad campaign. Between April–August 2017, it achieved:
- 9X return on ad spend
- 3X greater reach
- 83% decrease in cost per sale
- 49X increase in sales
“
We’ve experimented with various prospecting methods, and seen great success using dynamic ads for retargeting, so we were excited to test dynamic ads with broad audience targeting. This targeting method outperformed the others we tried, since it was automated, and exceeded our goals.
Evan Whipkey
Integrated Marketing Strategist, Finish Line
Products Used
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