It is not enough to have a page on Facebook and Instagram to promote a business, it is necessary to launch targeted advertising. Flexible settings for ads and audiences will help you find your target audience and reach it.
In this case, we will share how we managed to increase income by setting up targeted advertising on social networks through continuous testing and optimization of advertising campaigns.
1. About the Client
Our client is a brand of Ukrainian natural products Aromatika Dreams. The aroma products sold on the website are used for body, hair and home care.
Aromatika is the largest brand of self-produced aroma products in Ukraine. Benefits of Cleint’s products:
- European quality;
- laboratory control;
- availability of hygienic results and certificates;
- favourable prices.
The brand has been present on the Ukrainian market for more than 20 years, but the Client decided to test the new traffic channel only by the end of 2020. He came to us with this task - to set up targeted advertising on Facebook and Instagram. He did not use SMM promotion services before.
Targeted advertising is aimed at interacting with an audience selected for certain interests, age, GEO, etc., which is most likely to make a purchase. This means that it is easier to persuade it to buy.
In this case, we will talk about how we increased the Client's income from social networks in 5 months by 326.8%, and the number of transactions by 425.5%!
The main goal of running an ad is to increase sales. The brand is well represented offline, but hasn't run any social ads before. The website presents a fairly wide range of products, and given the small advertising budget, we needed to highlight the main categories. The Client did not indicate the top products or main categories with which we needed to work at first.
In order to highlight the segments from which to start working, we analyzed the market as a whole and highlighted the main categories of goods:
- Home fragrance.
- Bath salts.
- Essential oils.
We directed the advertising campaign for the main categories of goods to attract traffic to the website and further work with it.
2. Audience segmentation
The first step towards obtaining results was launching an advertising campaign with the goal of Traffic to the website to collect an audience, which can later be used for retargeting..
For this, audiences were collected by interests and advertising campaigns were set up with the aim of converting both to custom audiences and to those saved by such main interests:
- hair care;
- aromatherapy;
- rejuvenation;
- baby products.
In the Traffic campaign, we tested various product categories and showed it to the appropriate audiences. We tested both wider audiences and narrow interests.
3. Workflow
The work with the project started before the New Year, so immediately after the launch of the campaign with Traffic, we launched a campaign with the aim of Conversion to a wide audience that was in search of gifts.
The campaign was aimed at men and women who are looking for a gift for their family and friends for the New Year. Therefore, we have developed a creative in the New Year's style with gift solutions.
In 7 days, there were 19 purchases, the total cost of which exceeded advertising costs by 8 times!
Fig. 1 — Creative for the New Year campaign
After the New Year, campaigns were set up for certain categories of goods that showed themselves best in a campaign for traffic, for an audience of site visitors.
Product groups used for the test:
- essential oils;
- home fragrances;
- products for children;
- bath salts;
- products 35+.
Results for the first month of work:
Fig. 2 — Campaigns for specific product categories
Examples of creatives:
Fig. 3 — Examples of ads
Fig. 4 — Examples of ads
We added other categories from the site in the process of working for the test. One of them is aromatic oils according to the signs of the zodiac. We showed this campaign to a female audience who is interested in astrology, horoscopes, etc. For us it was not an obvious campaign, but as a result, it allowed us to get 22 sales at an acceptable price for us. Below is an example of a creative we worked with:
Fig. 5 — Banner for zodiac sign advertising campaign
In addition to the main categories of goods that were selected for work, we separately took into account the seasonality.
The period of our work with Aromatika fell into the winter months, so we decided to focus on products for baths and saunas. For this campaign, we tested the audience by interest, as well as the audience of users who were previously on the website.
Deliverable:
Fig. 6 — Campaign results
Examples of ads:
Fig. 7 — Examples of creatives for a campaign with products for baths and saunas
After 5 days of the test, we turned off ads for the saved audience by interests, because it brought less results at a higher price. Both bath oils and sets were tested.
Advertising results showed that ready-made sets of oils were more in demand.
Рис. 8 — Results
This campaign generated 35 sales with an average price per purchase of $ 3.29. Average ROAS for purchases 5.75, which means more money is made than spent.
We regularly analyzed all campaigns to identify more effective ad groups and disable or adjust those that do not bring the expected result.
During our work, the client was given recommendations on which categories on the website to focus on, based on the results of the campaign. The Client listened and took them to work. There were no difficulties.
4. Campaign goals
The result of setting up targeted advertising largely depends on how well the goals are set. For each goal, we created ad groups corresponding to products, gender, news feed, age:
- Traffic to the website - to attract new users to the landing page;
- Conversions - to wake up to perform any action on the website (add to cart, buy, etc.);
- Catalog sales - to increase sales through the product catalog.
5. Creation of ads
We used not only banners aimed at audiences by interests, but also such informational events as holidays and promotions to increase the sales of the client's goods. We constantly monitored and updated banners if there is a discount on the product on the website now, because we did not always receive up-to-date information on future promotions and discounts from the Client.
Potentially target audience of Aromatika products is included in the category that can be attributed to news feeds.
During the period of our work, the main news feeds were:
- New Year;
- Valentine's Day;
- March 8.
We tried to launch all advertising campaigns approximately in 2 weeks. Based on the results - the bulk of purchases fell on the maximum pre-holiday period - a week before the very occasion.
Fig. 9 - Banners for March 8
Fig. 10 — Banners for Valentine’s day
Purchase statistics for different periods using the example of an advertising campaign by March 8.
Fig. 11 — Campaign results from 22.02 to 28.02
Fig. 12 — Campaign results from 1.03 to 7.03
Unlike holidays, for promotional offers creatives must be prepared just in time for the start of the special offer on the site itself. Notifying customers about discounts appealed to take care of their bodies helped us increase ROAS by 4-15 times!
Fig. 13 — Promotion for face skin care products
Рис. 14 — Aroma diffusers promotion
Ads should match the subject matter, evoke the right associations. For example, for advertising aroma diffusers, the banner is dominated by green, which evokes spring associations, lightness, airiness - this pushes the user to quickly go to the website and buy a product in order to feel the same spring-like light.
It was important for us to use all the reasons for launching new AC, because users always spend more money on holidays and promotions. This is confirmed by the campaign on March 8 - it became the most productive. And we will tell you more about this further.
6. Remarketing
Advertising should not only encourage new users to buy, but also interact with those who have already shown interest in the product. Remarketing is designed to do just that. Due to this tool, you can ensure the display of banners for those who have already visited the site. These users must not be overlooked, so in addition to other campaigns, we have set up a remarketing campaign for website visitors.
Fig. 15 — Sample ad for a remarketing campaign
6.1 Dynamic remarketing
Ad groups with the goal of Traffic to the website should encourage users to visit website and view products. For those who added an item to their cart but didn't make a purchase, we set up a dynamic remarketing campaign to nudge potential customers to complete their purchase.
The difference between regular and dynamic remarketing is that within the latter, the algorithm shows ads for exactly those products that visitors have added to the cart.
Fig. 16 — Sample ad for a dynamic remarketing campaign
Campaign aimed at re-displaying products to those users who had previously added an item to their cart but hadn't bought it fell short of expectations. The price for the purchase of this advertising campaign is very high and is not profitable for us.
7. Deliverable
Analysis of advertising campaigns showed that campaigns that are shown to those who have already been on the website work best. An audience of visitors allows you to get more sales for a lower price.
Top performing campaigns and product groups:
- Aromatika_March 8 - women - product group Home fragrances and Facial products:
Fig. 17 — Results
- Aromatics_conversion_essential_oils - product group Essential oils:
Fig. 18 — Results
- Aromatika_ March 8 - men - product group Home fragrances and Facial products:
Fig. 19 — Results
- Aromatics_conversion_groups - product group Sets of essential oils, Facial products:
Fig. 20 — Results
The best price for a purchase was in the pre-holiday period - before March 8. The average purchase price was $ 1.54 and the minimum was $ 1.13. We worked with both female and male audiences, which were previously on the website.
The maximum results at the lowest price were obtained with the female audience. At the same time, men also bought products of the Aromatika Dreams brand as a gift to their women. In total, CPC has not exceeded $ 0.5 from the moment of the start of cooperation.
The most effective campaign - by March 8 to a female audience (Aromatika_March 8 - women):
Fig. 21 — Indicators
This campaign generated 45 sales at an average purchase price of $ 1.14. The ROAS for the purchase was 15.37. This means that every dollar invested brought x15 income.
Below are other campaigns and ROAS for each of them:
Fig. 22 — ROAS indicators
Results by ad groups:
Fig. 23 — Ad groups
We continuously test and update creatives, and the reach of publications increases. We also regularly analyze campaigns to get more sales for a lower price. If necessary, we adjust audiences, test creatives and texts.
We managed to get 435 sales for a client during the period of our work from December 2020 to May 2021.
Conclusion
Thanks to flexible cooperation with the Сlient and the implementation of all recommendations, we set up effective targeted advertising and activated an additional traffic and order channel for the Aromatika brand.
Our team is constantly working on the development of this sales channel. In the future, we plan to continue testing new product categories and audiences, optimize campaigns and exclude ineffective segments from the display.
