Client
Online cosmetics store
Time line
October November
GEO
USA
Minimum ROAS
1.7
Task
The main task is sales with a good return on investment. It was necessary to create a promotion strategy, work plan and emphasize the uniqueness of the products.
Achieve a minimum ROAS of 1.7
Problems
The client had previously run ads on Facebook and Instagram, but the return on investment was small (up to 1.5) and sales were unstable.
Many different creatives were tested, but they were without utp.
Also, the client did not have retargeting configured, which meant that paid traffic was not being processed properly. Because of this, the campaign failed to get at least 10-20% of additional sales.
Decision
Based on the tasks and problems that were agreed upon, we carried out the following work:
- An audit was conducted and a work and improvement strategy was created;
- Created creatives for advertisements;
- Various audiences were collected for tests and determination of the best combinations;
- Collected companies for all stages of the funnel (top of funnel, middle of funnel, bottom of funnel)
What did we do?
We helped eliminate problems on the site, set up the correct display of events, created new advertising creatives and advertising text, wrote a strategy for the entire advertising campaign.
We developed a step-by-step scaling strategy.
The top of funnel tested a wide audience of all girls aged 18-30, as well as an audience with relevant interests and a Lookalike audience from various sources.
In the middle of funnel, we tested the audiences of those who interacted with our client's social networks with different periods (365 and 30 days)
At the bottom of the funnel, we bought only the audience of past visitors to the site. Also tested DPA retargeting (catalog with site products).
The results
$7,431
Spent
198
Purchases
3.69
ROAS
Correct campaign structure;
Established retargeting system;
Testing of various cold audiences;
Creatives with a focus on the unique characteristics of the product;
Proper preparation for scaling.
Summary and conclusions
At this stage, the results are shown without fully implemented scaling, but they are already stable and bring a good profit to the client, increase brand awareness.
