Customer acquisition for a fitness mobile app: how to get ROAS 3.00 with Facebook Ads retargeting

Developing an SMM strategy

The Movement Athlete Academy, a company specializing in personalized fitness programs for athletes around the world, contacted us to reach the target audience that had already interacted with the company.

£892,54

advertising campaign budget

560

users covered

perfect “Claim your discount” conversions

perfect “Purchase” conversions

£18,86

average cost of conversion “Purchase”

3.12

ROAS (return on advertising)

Details

GEO

USA

Target audience

Men and women, 18-45 years old, interested in fitness and healthy lifestyle, who have already visited our website

Niche

Fitness - padding

A special offer was a $157 discount on the renewal of an annual subscription in the mobile app during Black Friday. You can learn more about the app here The Movement Athlete or https://themovementathlete.com/

Task

Client: Attracting new customers to purchase a customized fitness program
Service: Individualized fitness programs
Goal: 40 purchases
Traffic: to website – conversion to purchase
Traffic source: Facebook ads
Conversion price: up to £25
Duration: 12 days

Work progress

Client analysis and task definition

We conducted an initial analysis of the client: The Movement Athlete Academy specializes in customized fitness programs for athletes around the world. The main goal is to reach the target audience that has already interacted with the brand and offer a discount on the renewal of an annual subscription during Black Friday. Key goals were identified: Generate 40 purchases through retargeting in Facebook Ads at a conversion price of up to £25. Formed a portrait of the target audience.

Strategy development and launch preparation

We researched the target audience: We studied the motivations, problems, and needs of potential customers, which allowed us to better understand their expectations and formulate a relevant USP. We created a unique selling proposition (USP): We emphasized an exclusive $157 discount for renewing an annual subscription. Developed a creative strategy: Taking into account the characteristics of the target audience and the competitive environment, we developed a promotion strategy aimed at increasing the effectiveness of advertising and reducing the cost of leads. Segmented the remarketing audience: We identified the most relevant groups of users who had previously interacted with the website or app for more accurate targeting. We drafted the terms of reference for the creation of advertising creatives: We collaborated with the client's designers to create visuals and texts adapted to the requirements of the American market.

Launch and test an advertising campaign

We created three ads with different audiences and creatives to test and determine the most effective options. We launched campaigns with optimization for the “Purchase” event. During the campaign, we regularly made optimizations based on audience behavior and conversion data. After the campaign was completed, we analyzed the data, which allowed us to draw conclusions about its effectiveness and formulate recommendations for future campaigns.

After thoroughly analyzing and studying the motives, problems and expectations of consumers, our team was able to successfully develop and implement a unique advertising strategy. This became possible thanks to a deep understanding of the target audience’s characteristics and a creative approach to the marketing strategy.

We actively used remarketing audience segmentation to more accurately target and personalize advertising messages. In addition, our team collaborated with the client’s designers to develop advertising creatives, which allowed us to adapt to the requirements of the American market.

Work on the customer acquisition project

Stage 1 – Preparation of campaigns.
Based on the initial data, three ads with different audiences and creatives were created to determine the most effective options for achieving the goal.

Stage 2 – Launch and optimization.
The campaigns were launched with optimization for the Purchase event. During the course of the campaign, optimization was performed based on data on audience behavior and conversions.

Stage 3 – Analyzing the results.
After the end of the campaigns, we analyzed the data and drew conclusions about the results, which allowed us to formulate recommendations for future campaigns.

Mobile app creatives used

Different creatives were used in different advertising sets, representing different variants of text and images.

Results of app promotion on social media

As a result of our Facebook advertising campaign, the total number of views of the landing page was 560, and the number of clicks on the “Claim your discount” button was 89. As a result, 44 purchases were made. The average cost per conversion was £18.86, which was lower than the set price of £25.

What results we got:

Reporting period: 21.11–02.12
The budget was used: £892.54
Reached users: 560
Perfect “Claim your discount” conversions: 89
Perfect “Purchase” conversions: 44
Average cost per conversion “Purchase”: £18.86
ROAS (return on ad spend): 3.12

Data from the office

Conclusions

Key results

£892,54

advertising campaign budget

560

users covered

perfect “Claim your discount” conversions

perfect “Purchase” conversions

£18,86

average cost of conversion “Purchase”

3.12

ROAS (return on advertising)

After the advertising campaign, we got the following results:

Attracting new customers: Thanks to well-designed promotional materials and the identification of the most appropriate channels of interaction with the target audience, we were able to attract new customers who became active users of the product.

Sales growth: As a result of the successful advertising campaign, we have seen an increase in sales of the product, which indicates that our promotion strategy has been successful and effective.

Overall, our promotional strategy has led to positive results and has contributed to the growth of the company’s performance. We recommend that you continue to invest in marketing campaigns and develop cooperation with our team to further strengthen your market position and attract new customers.

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