Educational project Espanita
Based on the analysis of the cabinet, we defined that it is necessary to:
When preparing the strategy, we clearly differentiated the structure of future ads campaigns for retarget and work with cold audiences.
For the cold audiences, we developed engaging creatives. Beautiful «packaging» of products added to the effectiveness of these creatives – the skulls-shaped and bulbs-shaped bottles, a recognizable and associative name and good branding.
The $200 per day budget and the product type itself made it clear that there was no point to work in narrow segments. It was much more efficient to target broad interests and let Facebook optimize its ads campaigns for the sampled product groups which showed the best results.
We developed a purchase funnel for retargeting, so that it fully corresponded to the customer’s journey:
Afterwards, we engaged dynamic retargeting – we displayed the products already watched by the user on the website. We targeted those, who:
This allowed us to lead a potential buyer «by the hand» from getting acquainted with the brand to a purchase. This tool was even more enhanced with a favourable offer – a promotional code with a 15% discount.
As we worked with the brand’s ads campaigns, there emerged new products: jams, sauces, snacks. Free delivery for orders over 700 UAH and a wide range of products enable keeping the average check at the level of over 550 UAH. Together with the low cost per lead, this resulted in a high ROAS.
Sufficiently large budgets and a low average check require constant monitoring and optimization of results. Work is continuously being done to reduce the cost of an application and increase the number of applications by updating the audience, preparing new creatives, and using new advertising formats.
After 6 months of work on the dproject:
Ads campaigns lead to 6720 purchases with an average ROAS of 440%.
We separated the audiences and approaches to creatives with a high percent of purchases after leads.
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