On Your Shelf: From Low Conversions to Sales Growth Unlocking Performance with Meta Catalogue AdsZero
About On Your Shelf
This rapidly growing online retailer in Pakistan offers a wide selection of lifestyle and home products, boasting a catalog of over 500+ items. Known for curating quality essentials at competitive prices, the platform had already established a solid presence on Instagram but faced challenges in converting that engagement into scalable, cross-platform sales.
The Challenge
Despite a strong social media following and an extensive product range, the brand struggled with limited conversions from paid advertising. While organic sales trickled in via Instagram, ad campaigns across Meta platforms were underperforming. This imbalance not only hindered sales potential but also left a vast catalog of products underutilized in their marketing efforts.
Our Approach
To solve the conversion gap and drive better utilization of their product catalog, we focused on performance marketing with a product-first strategy on Meta:
Meta Catalogue Ads Integration:
We integrated the full product catalog with Meta Business Manager and set up dynamic catalogue ads, allowing real-time, personalized product delivery to potential customers based on their browsing behavior and interests.
• Automated product feed syncing for real-time availability and pricing.
• Dynamic creative generation based on user actions.
• Broad targeting combined with retargeting funnels.Funnel-Based Campaign Restructure:
Instead of generic campaigns, we created a full-funnel strategy focused on:
• Top-of-Funnel: Broad awareness using dynamic collection ads.
• Mid-Funnel: Product carousels targeting product viewers and engagers.
• Bottom-of-Funnel: Retargeting cart abandoners and page viewers with incentives.Sales Attribution & Cross-Platform Syncing:
We improved pixel tracking and attribution models to ensure accurate performance insights across both Facebook and Instagram, allowing us to measure true ROI from ad spend and optimize accordingly.