CTR & CPC Optimization
Platform: Meta (Facebook & Instagram)
Client: Jewelry brand (confidential)
Campaign Type: Product Awareness + Conversions
Date Range: Feb 2022 – Mar 2025
Product: Handmade Accessories / Jewelry
URL: utopiastore.de
email: info@utopiastore.de
🎯 Goal:
The objective was to test multiple ad creatives and audiences to:
- Identify the most effective visual content for high CTR (Click-Through Rate)
- Keep CPC (Cost Per Click) under $0.11
- Maximize purchases with a low CPM and high engagement
🧩 Overview:
We launched and analyzed 10 different ads across 5 product groups (kp1 to kp5), each tested with image-based creatives.
Key tracking metrics included:
- CPM (Cost per 1000 Impressions)
- CPC (Cost per Link Click)
- CTR (Click & Engagement Rate)
-
Average Purchase Rate
The test aimed to balance reach with click quality while refining creative direction.
🚀 Top Performer:
🟢 Ad “kp4” achieved a 9.00% CTR and $0.08 CPC, outperforming others in both engagement and cost-efficiency.
🔍 How We Did It:
1️⃣ Creative Testing
- Focused on close-up visuals of hands with jewelry
- Used a combination of contrast backgrounds and motion emphasis
2️⃣ Performance Review
- Sorted by CPC and CTR to prioritize winners
- Reviewed user interactions and placement breakdowns
- Eliminated ads with high CPM and low conversion intent
3️⃣ Scaling Plan
- Increased budget for top ads (CPC <$0.10 and CTR >8.0%)
- Planned retargeting phase using warm audiences from top performers