MaryRuth's
MaryRuth’s maximizes efficiency and scales website conversions with Smart+ Catalog Ads
The objective
Driving website sales with a frictionless and joyful shopping experience
MaryRuth’s has always prided itself on empowering others to take their health and wellness into their own hands. Whether you want to enhance overall health or focus on things like immunity, energy, or beauty, MaryRuth's has a selection of products that support your needs.
As an established TikTok Shop user, MaryRuth’s wanted to focus on driving more website sales through TikTok. This led them to test Smart+ Catalog Ads, a commerce solution designed to drive sales and personalize the shopping experience. By leveraging their catalog and reliable data connections, they’ve been able to create a tailored shopping experience for customers, ensuring they are being directed to the right products.
The solution
Launching a head-to-head test with Smart+ Catalog Ads
With the support from their account management team, MaryRuth's was able to launch a test to compare Smart+ to Manual web conversion strategies. The setup included three components—manual web conversions, Smart+ non-Catalog, and Smart+ Catalog— to measure performance across each approach. Smart+ Catalog outperformed all manual Web Ad and Smart+ Campaigns MaryRuth's was running while this test was happening.
The results
Smart+ Catalog drives commerce on TikTok and is becoming crucial to evergreen strategies.
Smart+ Catalog was able to outperform all other test campaigns because of the campaign automation feature and ability to showcase different products / bundles. This puts the right products in front of the right users, increasing the likelihood of sales. In fact, Smart+ Catalog produced 14% more efficient CPAs, 15% higher ROAS, and 33% more conversions compared to the test campaign group!
Building on this success, MaryRuth's continued running the Smart+ Catalog campaign and scaled it 4x in under a month as it kept delivering strong results. Smart+ Catalog is expected to remain in MaryRuth's evergreen strategy and they will continue to invest in this strategy as they move into the holiday season by launching product set-specific campaigns that will prospect and retarget purchasers.
Tips & takeaways
Use Smart+ Catalog Ads to simplify campaign management and deliver a personalized shopping experience.
Run head-to-head tests to benchmark performance against manual campaigns and identify the most efficient strategy.
Scale successful campaigns quickly to sustain results and build an evergreen conversion strategy.
Smart+ Catalog Ads have allowed us to expand our web strategy. People are resonating and engaging with this type of content and that's the key. It’s new, it’s different, and that’s what has helped make it so successful.