Challenges Faced by Duke + Dexter

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Duke + Dexter (D+D), a distinguished footwear brand, grappled with significant challenges in their Meta Ads campaigns. They faced inconsistent ad performance, making it difficult to maintain a stable return on ad spend (ROAS), which hindered their ability to scale and predict advertising outcomes reliably. Their existing ad account structure didn't support their goal of achieving a specific female-to-male revenue split aligned with their business objectives. The lack of dedicated ad sets for each gender meant they couldn't control spending effectively or ensure creatives were delivered to the right audience.

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Additionally, there was an issue with their product feeds. The Feedoptimise feed was being added to the existing Shopify catalogue, which meant rules surrounding stock were being overwritten. This resulted in products with low stock levels appearing in Dynamic Product Ads (DPAs), leading to wasted ad spend and potential customer dissatisfaction. JMW worked closely with the team at Feedoptimise to fix this problem, ensuring stock levels were accurately reflected in ads.

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Introducing new creatives and products often disrupted ad performance due to limited testing capabilities, making innovation risky. Fragmented data across numerous creatives complicated performance analysis and optimisation efforts. Furthermore, high new customer acquisition costs were reducing margins—a critical issue since profitability on first purchases was essential due to the uniqueness of their products.

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Our Solution and Implementation

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To address these challenges, we executed a comprehensive Meta Ads optimisation strategy. We restructured the ad account to align campaigns with the desired female-to-male revenue split. By creating dedicated ad sets for each gender, we gained control over spending to reflect business targets and ensured that creatives were delivered to the right audience. This realignment facilitated balanced growth and achieved the targeted revenue distribution.

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To resolve the product feed issue, we collaborated with Feedoptimise and addressed the stock level discrepancies. By ensuring that products with low stock were excluded from the feed, we prevented them from appearing in DPAs. This optimisation improved ad efficiency and enhanced the customer experience by displaying only available products.

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We implemented a robust testing framework by establishing dedicated campaigns for testing new creatives and products, isolated from core performance campaigns to prevent data contamination. This allowed us to introduce innovation without disrupting overall ad performance.

Adopting flexible ad formats consolidated data into fewer creatives, simplifying analysis and enabling broader placement adoption within Meta platforms, which increased reach and engagement.

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To reduce new customer acquisition costs, we optimised targeting by leveraging detailed audience insights to focus on high-potential new customers more likely to convert profitably. We developed compelling ad creatives that highlighted D+D's unique value proposition, effectively attracting first-time buyers and enhancing first-purchase profitability.

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