Supercharging Short-Term Discount Campaigns: 4x Sales Boost with KeiKei

KeiKei, a brand that sells party dresses, launched a short-term discount campaign to maximise sales.

Our goal was to engage users and maximize sales within 10 days. However, Facebook ads needed to complete a learning process to learn user behaviour and achieve the best results. To complete this process, the campaign needed to reach at least 50 conversions, which meant the campaign would run for about a week. In short, by the time Facebook completed the campaign learning, learned user behaviour and started working on conversion, our discount campaign was expiring.

We created a strategy to counter the extended machine learning that prevented us from reaching maximum sales figures. We changed the 7-day click or 1-day view conversion interval setting that defaults in Facebook ads to 1-day click or 1-day view. With this choice, we enabled Facebook to learn and optimize the conversions of users who interacted with our ads within the next day.

Normally, Facebook observes the behaviour of users who take action within 7 days and shows ads to other users similar to these users. When we select a one-day click or one-day view in a short-term campaign, it is aware that the discount covers a short period and starts showing ads to an audience similar to users who take action on the same day. By using this attribution model, we were able to maximize our sales quickly.

During the sale period, conversion rates increased by 222%, and sales increased by 405%.

If you organise discount campaigns for your brand, you can try this strategy to accelerate the learning process on Facebook ads.

Choosing the proper conversion interval is essential and can sometimes be confusing.

1. First, it’s essential to consider the product you’re selling and the buying process. Does your product tend to make quick decisions, or does it require more research and consideration? The answer to this question will help you choose the right conversion interval.
2. If your product is an impulse buy and users tend to make quick decisions, choosing a 1-day click and 1-day view conversion interval may be advantageous. This can allow users to see your ads and immediately move towards making a purchase.
3. However, a 7-day click-to-view conversion window may be more appropriate if your product requires more research and evaluation. In this case, users may want to think and research for a while after viewing your ads. This additional time may increase the likelihood of a purchase.

To summarize, you can choose the appropriate conversion interval by considering your product’s buying process and user behavior. This will help you speed up Facebook ads’ learning process and increase the performance of your campaigns.