City Beach

MuteSix was tasked with helping grow City Beach’s online customer base through Facebook. While looking for new customers, City Beach found it challenging to maintain a profitable ad spend. Ironically, the challenge stems from what makes City Beach’s brick-and-mortar stores so successful: their broad appeal. City Beach caters to men, women, youth and children, so connecting to the broad swath of potential online customers means that it needs to reach a significant number of different audiences.

The team decided to identify multiple core audiences by interest and demographic. MuteSix then developed creative for multiple ad sets that was designed to appeal to different segments of these audiences. The photo ads in carousel format displayed images tailored to these different audiences with a “Shop Now” call-to-action button.

Instead of spending time divvying up the ad budget among multiple ad sets to various audiences across platforms, the team decided to opt into campaign budget optimization. By selecting this option, the team allowed Facebook to automatically select the best-performing ads for each audience, in real time. And, by choosing automatic placements, the team allowed Facebook to place the ads across Facebook’s family of apps and services, depending on where they would perform the best.