Pizza Fan was able to use information from the Facebook pixel to help it make the most of its strong website traffic. Based on preferences shown by website visitors, it could serve highly relevant ads at just the right time that were likely to result in orders, either online or in-store.

Koolmetrix then created and segmented Custom Audiences of past customers and website visitors, based on demographics, previous order behaviours and purchase patterns. These audience characteristics were used to inform the products and offers that were featured in the ad creative.

Pizza Fan then ran dynamic ads in carousel format, showing people their favourite pizzas and appealing deals. An “Order Now” call-to-action button made it easy for people to go ahead and place an order. The ads ran in Facebook News Feed, Instagram feed and via Audience Network.

Koolmetrix kept a close eye on ad performance during the 3-month campaign period, making sure that ad budgets were allocated to the best-performing ad sets. Facebook Insights also helped identify peak periods for customer orders, which meant that campaign activity could be adjusted to match.