With the help of remarketing, we returned to the site people who had already been on the site and did not make a purchase. We also brought back customers to the store for re-sale (cross-sell and up-sell). Then, depending on the stage of the retargeting funnel, we showed users different ads at different stages:
- Users who visited the categories but did not visit a specific product card were shown dynamic carousels and product selections.
- Visitors who were browsing product cards were shown ads with video or a single image.
Despite the fact that the majority of customers are women, emotional messages in the communication strategy worked worse than rational ones, which talked about the terms of purchase, delivery, and other specific benefits of buying in our online store. This is another reason to test all communication options with customers.
After 3 months of operation, the Facebook paid advertising channel took 1st place in the project in terms of conversions and revenue.
The CPA was $2.47, and the ROMI for January 2020 was 3923%.