Tripling online sales while increasing ROAS with a focus on retargeting, optimizing organic assets, and the help of AdEspresso

Sugar and Crumbs tripled sales and increased profit margin in only one year with an organic & paid strategy and by using AdEspresso A/B testing and analytics and marketing services.

Company name: Sugar and Crumbs
Industry: E-commerce

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“I had worked with Paul for approx 18 months and then he said that if he’d help running the ads he could rocket sales in 12 months. And that’s what he did.”
John McFarlandco-founder at Sugar and Crumbs

Born after a chat around the kitchen table, and firstly aimed at finding a simple way of bringing a natural boost to founder Carol’s recipes, Sugar and Crumbs are a British e-commerce company specializing in all things “cake”. Their main focus is offering high-quality products and, at present, they sell over 4,000 cake decorating and baking related products all over the world. They are very active on social media, hold regular Facebook live sessions, and have created a thriving community to share recipes and tips on creating and decorating cakes.

Challenge

With a Facebook advertising strategy focused on boosting posts for engagement, Sugar and Crumbs wanted to grow their business while continuing to be profitable. They also wanted to create an online community and increase engagement towards the brand and products. Additionally, they wanted to maximize revenue when running special sales weekends and reduce CPA.

Solution

Sugar and Crumbs used the AdEspresso platform and marketing services together. Using the Coaching call service, they worked with the AdEspresso marketing expert to increase their online presence by building a Facebook group and running Facebook Live sessions.

Then, they moved to the AdEspresso Concierge service, where a dedicated marketing expert took care of devising strategies and crafting campaigns in close collaboration with them. Together, they focused on moving away from boosting posts for engagement and shifted the focus to CPA and Return on Ad Spend via conversion-focused ads. They employed two strategies: building video view audiences (10-second video views, 5 days) to make the best use of that vast number of FB Live viewers and adding each new video into the same audience and then using dynamic product ads for retargeting.

AdEspresso’s quick split testing capabilities helped Sugar and Crumbs optimize their special sale on weekends: with the ability to rapidly A/B testing ads and identifying the best performing one, they were able to reduce CPA.

Results

In only one year, and with the help of AdEspresso marketing services, Sugar and Crumbs were able to build and grow their online presence. Starting from scratch, their Facebook group now has more than 25k members and their bi-weekly Facebook live sessions get 10k views organically.

At the same time, thanks to AdEspresso’s easy A/B testing creation and analytics, they were able to optimize their campaigns and increase their sales by 3 times while having a higher profit margin as their ROAS increased by 66%.

To learn more about how you can use AdEspresso for your Google and Facebook advertising — and about all of AdEspresso’s features for creating, managing, and optimizing optimize your ads — visit AdEspresso’s All Features page.

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