CBD Campaign Insights: Diving into the Data

At FieldTest, we know the importance of being data-focused when building your digital ad campaigns. We’ve written before about how the FieldTest platform is designed to help you use data insights to make creative decisions on the fly, and sometimes the results are surprising!

We track all of our client data, allowing us to remain informed on what works and what doesn't while providing some of the best audience predictor tools on the market. Sometimes, however, we see trends that amaze us and remind us that no matter how much of the data you've seen, sometimes you simply cannot predict what shape the results will take. This week we’ll talk about some of the most unexpected and interesting takeaways from our CBD campaigns and how we think they could be best put to use to drive campaign wins.*

*Data from Jan 1st through March 6th - CBD platform clients with spends under $3k monthly

When and where your customers click your ads and purchase your products is extremely important. By tracking this data you will find yourself with a clearer picture of who your customer is and how you can best approach them with your products and offers.

One data point that we felt was very illuminating was the fact that while clicks occur 24/7, they clearly spiked around 6am, then again around 3pm-8pm. Sales, on the other hand, typically occur around 5-11pm. These paint a clear picture of a buying trend: Your customer sees an ad on their commute to work or in their morning browsing then returns after work or before bed to make the final purchase.

Many of our clients come to us not knowing exactly who their potential customers are or expecting them to be based exclusively in major cities in coastal states. Many haven’t even thought about what potential lies outside those DMAs. We are here to shed some light on maybe the most surprising insight of our dive, the top performing Geos. See, while New York and Los Angeles do drive a lot of volume, they are not the highest performance drivers by a long shot! Some of the top performing audiences are found far away from the hustle and bustle of the big city, and our deep dive showed that top performing states across key metrics were maybe some that you might not expect.

For example, the top performing state for ROAS was Alabama, which came in at a whopping 400% averaged across several mature campaigns. Add to that the fact that Arkansas, Texas and New Mexico all drove well over 300% ROAS and you’ll begin to see what we mean when we talk about how important it is to let the data do the driving.  Don’t let these numbers fool you into thinking you can focus exclusively on these key areas, however. California still drives the most total revenue, but by pigeon-holing only the densest urban areas you will lose sight of the full scope of your potential customer base and lose out on the ability to maximize your CBD ad spend on the FieldTest platform.

For a better look at some surprising campaign data, check out this interactive ROAS range map our campaign strategy team put together: