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Pura Vida Bracelets wanted to increase sales of its line of bracelets and other jewelry, while keeping its return on ad spend as efficient as possible.

14%

increase in website purchases (compared to conversion-optimized ads)

2%

return on ad spend

10%

increase in order values for purchases (from value-optimized ads)

Goal

Pura Vida Bracelets wanted to increase sales of its line of bracelets and other jewelry, while keeping its return on ad spend as efficient as possible.

Solution

The Pura Vida Bracelets team didn’t just want to increase sales of its unique bracelets and jewelry: it wanted to ensure that it got the best return for its ad spend. Partnering with digital marketing agency Sum Digital, the jeweler tested value optimization. Value optimization is a bid type for campaigns aiming to boost online sales. It uses Facebook tracking data to estimate how much a person is likely to spend with a brand, then applies an appropriate bid multiplier on that person. This tool maximizes purchase value and encourages the best return on ad spend by bidding more on people who are likely to spend more.

Team bekind the campagin

Key to success

A wave of ring sales Pura Vida Bracelet’s campaign ran from June 28–July 7, 2017, resulting in more sales and a more effective return on ad spend. In just 10 days, the value-optimized ads achieved: 14% increase in website purchases, compared to conversion-optimized ads 2X return on ad spend 10% increase in order values for purchases (from value-optimized ads) 6% lower cost per action, compared to conversion-optimized ads

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