Scanmarker Facebook Campaign

The makers of a digital highlighter achieved 12.9X return on ad spend with a series of prospecting and retargeting campaigns that tested multiple ad formats to identify the most effective ways of driving sales.

  • Return on ad spend
    12.9x
    our target roas was 4
  • Increase in sales
    760%
    510% increase compared to previous period
  • Increase of followers
    800%
    From 5,000 to above 45K followers

Scanmarker’s Story

From page to programme

Founded by Dr Reuven Regev in 2010, Scanmarker is the brand behind an innovative pen-shaped digital highlighter. The Scanmarker pen enables people to scan and transfer text direct from the page to a range of computer programmes and even translate it into more than 40 languages.

Scanmarker Prospecting Campaign

Facebook Campaign Goal

Raising the profile

Scanmarker wanted to build awareness of its wireless model, the Scanmarker Air, with its target audience of students, academics and office workers, as well as driving sales of its products on the website. It set itself a target of achieving a 4X return on ad spend for this campaign.

Facebook Campaign Strategy

Two campaigns are better than one

Scanmarker asked us to help it introduce its products to target audiences around the world, then drive sales. Our solution was to run dual campaign during a 3-month period: one to prospect for potential customers and drive traffic to the website, and another to retarget website visitors and drive website purchases.

Scanmarker facebook campaign

Anova’s Targeting Solutions

Know your audience and connect

This campaign used multiple ad sets to educate international audiences about the Scanmarker Air. We prioritised English-speaking audiences, as well as identifying secondary audiences in countries such as Mexico, Brazil, Japan, India and South Korea. Using interests and demographic targeting, audiences were segmented into groups such as students, teachers, researchers and business professionals. We also created Lookalike Audiences based on previous purchasers.

People saw ads in a number of formats including video ads, slideshows and Instant Experience, which enabled us to create a mini landing page ad with more room for text and product information than other ad formats. We then noted which audiences and formats were performing best and adapted the campaign strategy accordingly.

anova London facebook marketing campaigns

Facebook Retargeting Campaign

Track your website visitors and convert

This parallel campaign focused initially on people who visited the website as a result of seeing the prospecting ads, and who took specific actions such as adding a product to the basket. These people saw ads in the days following a website visit that offered an exclusive time-limited discount to stimulate the purchase process.

At the same time, some of Scanmarker’s video content was being shared widely across Facebook organically, resulting in a spike in video views. We were quick to act, also showing retargeting ads to people who had viewed this viral content.

anova facebook retargeting campaign

During the campaigns, we monitored ad trends and performance and used the insights gained to further improve results. For example, we noticed that even though the product was targeted to a younger audience, most purchases were being made by people aged 45+. As a result, we adapted ad creatives to resonate better with younger audiences and ran a new campaign based on this demographic.

Scanmarker’s Success

Winning sales worldwide with Facebook retargeting

This parallel campaign focused initially on people who visited the website as a result of seeing the prospecting ads, and who took specific actions such as adding a product to the basket. These people saw ads in the days following a website visit that offered an exclusive time-limited discount to stimulate the purchase process.

At the same time, some of Scanmarker’s video content was being shared widely across Facebook organically, resulting in a spike in video views. We were quick to act, also showing retargeting ads to people who had viewed this viral content.

  • Return on ad spend
    12.9X
    Our target roas was 4
  • Increase in conversions
    8.6X
    compared to previous year
Quote

“Having worked with quite a few digital marketing agencies in the past, it was only anova.co who treated us and our product as if it was their own. After a few months of running ad campaigns with anova.co, I granted them full responsibility across all our omnichannel online marketing outlets – including the website, Facebook page, Facebook Ads, Google Ads, content management and SEO services. It was obvious to me that we were in good hands and I was 100% confident in anova.co’s ability to push us forward. The improvement came quicker than we imagined. After a couple of months, our sales increased by over 100%, performance improved including a gradual reduction in cost per conversion. Over the years we grew up from a small to a medium-size company and I must give anova.co big credit for that.”

Lior Regev
COO, Scanmarker

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