Paid Social Testing Helps Kingsize Achieve 52% Increase In Revenue
New Campaign Structure Drives Order Volume And Increased ROI
KingSize, a men’s clothing e-commerce retailer specializing in clothes for big and tall men, began working with Adlucent in 2021. Following the initial success in their paid social advertising leveraging Meta’s Advantage+ Shopping campaigns, the Adlucent team noticed an ad spend disparity that would ultimately block KingSize from reaching its performance potential. Leveraging their scientific approach to marketing, Adlucent came to KingSize with their testing hats on and a plan to achieve above-and-beyond results.
How Adlucent Helped
Historically, KingSize ran their evergreen dynamic product catalog sales ads in combination with their promotional ads on Meta. However, in Q3 of 2022, the Adlucent team noticed a significant imbalance in the ad spend distribution between the two ad types based on the Advantage+ Shopping automation. A considerable portion of the budget was dedicated to the dynamic product catalog ads, which are designed for long-term, evergreen exposure, while very little was invested in the promotional ads, which are intended for short-term impact.
Adlucent quickly identified this spending disparity and decided it was time to experiment. Knowing KingSize had continuously seen its promotional ads boast a higher Return on Ad Spend (ROAS), they got straight to work. The team made the strategic suggestion to run an A/B test for KingSize, hypothesizing that separating short-term promotional tactics from evergreen tactics would yield better results. This approach allowed the team the flexibility to scale budgets as needed, ensuring the campaigns would effectively drive outperformance.
Following the 14-day A/B test, KingSize saw that by separating the campaigns, they were able to drive a 10% higher click-through rate (CTR), an 8% higher average order value (AOV), a 2% increase in ROAs, and lower their cost per thousand impressions (CPMs) by 8%.
As a result of Adlucent’s always-be-testing mindset, KingSize achieved a 52% increase in revenue and a 68% increase in orders year-over-year (YoY), all while maintaining a consistent YoY budget.
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.