case study

A new chapter of online growth for Bookstation

results achieved

Optily enabled the client to

Grow ROAS 11.5x

Bookstation saw a blended return on ad spend across Facebook & Google of 11.5x

Convert 7% of users

They achieved an overall 7% average conversion rate during a 12-month period

Adapt to iOS 14

Alternate data sources and new strategies minimized the impact of iOS 14 data loss

Keep bounces low

Often, paid ads can increase a site's bounce rate, however, the team maintained an average bounce rate of just 35%

The Problem

Bookstation, an Irish online book retailer, struggled with managing cross-channel campaigns across Facebook and Google. In early 2021, when Apple implemented changes to tracking through iOS 14, there was a significant amount data loss for iPhone users across the industry. 

ADAPTING TO DATA LOSS

Continued growth despite a changing digital landscape

Over the first 2 months, the Optily+ team was able to achieve phenomenal growth by implementing the funnel strategy, updating creative and copy, and leveraging automation. 

Once iOS 14 launched and the vast majority of Apple users opted out of tracking, there was a significant drop in the level of granularity in the data. Despite this challenge, Bookstation continued to grow at a consistent ROAS throughout 2021.

Huge ROAS boost

The restructuring of campaigns across Facebook and Google yielded an amazing rate of return for the first two months

Support & strategy

Getting creative to make up for data loss that is beyond the team’s control is a key standout feature of the Optily+ team

ADAPTING TO DATA LOSS

Continued growth in spite of a changing digital landscape

Over the first 2 months, the Optily+ team was able to achieve phenomenal growth by implementing the funnel strategy, updating creative and copy, and leveraging automation. Once iOS 14 launched and the vast majority of Apple users opted out of tracking, there was a significant drop in the level of granularity in the data. Despite this challenge, Bookstation continued to grow at a consistent ROAS throughout 2021.

 

50x ROAS for 9 weeks

The restructuring of campaigns across Facebook and Google yielded an amazing rate of return for the first two months

Support and strategy

Getting creative to make up for data loss that is beyond the team’s control is a key standout feature of the Optily+ team

 

ADAPTING TO DATA LOSS

Continued growth in spite of a changing digital landscape

Over the first 2 months, the Optily+ team was able to achieve phenomenal growth by implementing the funnel strategy, updating creative and copy, and leveraging automation. Once iOS 14 launched and the vast majority of Apple users opted out of tracking, there was a significant drop in the level of granularity in the data. Despite this challenge, Bookstation continued to grow at a consistent ROAS throughout 2021.

50x ROAS for 9 weeks

The restructuring of campaigns across Facebook and Google yielded an amazing rate of return for the first two months

Support and strategy

Getting creative to make up for data loss that is beyond the team’s control is a key standout feature of the Optily+ team

 

Optily helped Bookstation increase the effectiveness of their current ads, boosting their ROAS in spite of the additional difficulties due to iOS 14.

Features used

Budget optimization

Optily+ prioritizes the best ads, moving budgets and changing bids to ensure top performance

Automation

Automated actions minimize time spent on repetitive tasks and maximize returns

Detailed Reports

Accurate data provides a foundation for future campaigns and budgets

Attribution

Easily identify which channels and ads are performing the best

Cross-channel data

Numbers pulled in and analyzed across multiple platforms

More To Explore

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