Inefficient Account Structure: Fuego Dance’s existing account structure was poorly organized, leading to an underperforming sales funnel.
Ineffective Audience Targeting: Their targeting strategy was not hitting the mark, further reducing the effectiveness of their campaigns.
Limited Testing: A lack of comprehensive testing meant missed opportunities for optimization and scaling.
Over-Reliance on Facebook Ads: The brand was heavily dependent on Facebook Ads, making their marketing strategy one-dimensional and vulnerable to fluctuations in ROAS.
The Urgency: Given these challenges, the need for a more robust and effective digital marketing strategy was evident.
Sales Funnel Optimization: We analyzed the average conversion window and the number of touchpoints before conversion. Based on this, we restructured the account funnel with appropriate creatives and copy.
Audience Segmentation: We separated ad sets to target one interest each, identifying the most profitable interests that the previous agency had failed to do.
Continuous Testing: We emphasized the importance of testing and data analysis, moving away from the previous limited approach.
Diversifying Marketing Channels: We integrated Google Ads, treating it with equal importance as Facebook Ads, and set the correct attribution model.
