Overview
Skincare advertising on social media is exceptionally competitive, making efficiency a challenge. Needing to dramatically decrease its average cost per order (CPO) to reach its advertising targets, a leading skincare brand partnered with OuterBox. We set to work identifying inefficiencies in the account and implementing a more streamlined, performance-focused approach.
Challenge
Solution
OuterBox began with a full audit of the account. Two clear opportunities emerged: reducing over-segmentation and improving how budgets were allocated across campaigns.
The existing account structure relied on multiple segmented audiences, which limited scale and created unnecessary competition between ad sets. OuterBox consolidated prospecting audiences into a single ad set and did the same for remarketing, helping reduce overlap and improve efficiency. The remarketing lookback window was also extended to increase audience size and capture more high-intent users.
To improve budget allocation, OuterBox implemented Advantage Campaign Budget, allowing Meta’s algorithm to dynamically allocate spend toward the highest-performing segments in real time.
With a more efficient structure in place, the team focused on scaling what was already working. Dynamic Product Ads (DPAs), which had shown strong potential during the initial audit, became a primary area of investment and growth.
46%
Reduction in Average CPO
32%
Reduction in New Customer CPO
83%
Increase in Return On Ad Spend (ROAS)
Results
These changes led to a meaningful improvement in performance over a short period of time.
From Q4 2023 to Q1 2024, overall CPO decreased by 46%, exceeding the brand’s original goal. New customer CPO also declined by 32%, improving the efficiency of customer acquisition.
During the same period, return on ad spend (ROAS) increased by 83%, showing that OuterBox had not only made the account more efficient, but also higher-grossing overall.
