How Purple Carrot Went from Updating Its Ad Audiences Every 90 Days to Every Hour
Purple Carrot is a 100% plant-based subscription meal service that delivers healthy meals right to your doorstep every week. Purple Carrot’s vision is to create a world where plant-based eating is a mainstream choice to improve health, the environment, and animal welfare.
Before Customer.io Ad Audience Sync
Ads are a primary growth strategy for Purple Carrot.
Purple Carrot’s in-house ad spend strategy is mainly structured around Google adwords and Facebook, managed by Alli Hobbs, Purple Carrot’s Marketing Manager. Their team is primarily focused on prospecting through direct response ads combined with some retargeting campaigns on Facebook. Alli and her team were maintaining these channels by downloading CSV files of segments and updating their target audiences once every 90 days.
Not only was this a “huge pain and time suck” as Alli puts it, but it also left room for inaccuracies in their targeting.
For example, Purple Carrot is excluding prospecting from customers who have canceled their subscription. If a customer joined and canceled within 90 days there was a huge possibility that the team hadn’t had the chance to update the audience and that person could be served the incorrect ad.
This was not only a poor experience for the customer, but also an ineffective use of ad spend for Purple Carrot.
After Customer.io Ad Audience Sync
Alli and the Purple Carrot team started using the ad audience tool a few months ago by building out two customer groups: active customers and customers that have canceled.
Purple Carrot then used these audiences as exclusion lists for their retargeting and prospecting campaigns.
“We were doing a version of this before but I can confidently say that this is much better. This tool is a much more robust and encompassing version…This really makes our ad spend more effective and efficient,” said Alli, “We were definitely spending money on customers that had already converted.”
Not only are these audiences more accurate, but now they are automatically kept up-to-date in real-time every hour. This allows Purple Carrot to save the time and headache of manually uploading lists and have confidence that their ad budget is being allocated to the most accurate and best possible audience.
If you are looking to take your ad audiences to the next level and streamline your paid media processes, we’re here to help!