In 1 year we have increased ROAS of Facebook ads to 47.5 for wedding fabric website
svadbatkani.com is a hypermarket of fabrics ""Wedding Alliance"" with showroom in Kharkov, online store and delivery around Ukraine and other CIS countries. Sales are wholesale and retail.
- Increase the number of retail sales through social networks.
- Inform users about current promotions and discounts.
- Turn Facebook and Instagram into a stable source of traffic to the site.
- Build a working sales funnel through Facebook ads.
- ROAS of Facebook ads 47,5
- Increase in new users by 92%
- Increase in the number of orders by 27%
Targeted advertising was not launched before our cooperation with the project.
Effective targeting led to a 27% increase in conversions, a 92% increase in customer base and an influx of new users to the site, as well as steady quality traffic to the site.
Comparison of website traffic:
- Targeted advertising was not conducted 01/02/2018-31/12/2018 (orange graph),
- Targeted advertising was conducted 01.02.2019-31.12.2019 (blue graph).
In analyzing of the performance of ad campaigns on Facebook and Instagram platforms, it’s important to consider associated conversions. Social media often functions not as a direct lead-generating channel but more as an intermediate effective way to stir up interestof the target audience and increase brand loyalty in general. To confirm this information, below there is a comparative infographic of performed conversions for the reporting period of the project – by direct and associated interactions:
The graph shows the data on the organic (SEO) traffic as well, because Facebook ads often serve as the client’s first touchpoint with the company. After the launch of advertising on Facebook and Instagram, there was an increase in conversions from organic with a slight increase in traffic. By analyzing the associated conversions, it was concluded that the customer journey began with targeted advertising on Facebook and Instagram and ended with conversions on the site already through organic search.
For every direct conversion in organic traffic, there were 2.7 associated conversions.
For every direct conversion in organic Facebook traffic, there were 1.9 associates.
For every direct conversion in paid Facebook traffic – 3.3.
Work Stages:
- The market and competitors are analyzed to have an idea of where the customer’s store stands in the niche.
- A search and segmentation of the target audience are conducted, customer portraits are written.
- A comprehensive promotion strategy for the platform was worked out which included organic and paid promotion.
- Together with the developers of the site, a product feed for dynamic advertising was prepared.
- We set up and launched advertising campaigns on Facebook and Instagram.
- The results were systematically analyzed and the targeting ads were optimized based on the results.
A sales funnel was built: from the widest and coldest audience to the moment of purchase, repeat and cross-sales. Attraction was based on demographic parameters, interests, occupation and look-a-like audiences. Retargeting campaigns were divided into several segments, based on the users of the company’s website and social networks.
Different goals of the advertising campaigns were also tested: “conversions,” “catalog sales,” “publication engagement,” and “video views.” The dynamic product catalog worked better for the retargeting audience: 27 purchases were made within 8 days. After analyzing the revenue and costs, we calculated the ROMI of this campaign, it was 4940%.
An interesting fact: ads for a product catalog with the price in dollars worked much better than similar campaigns with hryvnia catalog. A total of 851 conversions were made during 10 months according to Facebook Ads, where the cost-to-income ratio was 1 to 47,5.
Separately worth mentioning ads. Among tested text creatives versions with less characters in the body of the ad were left, as well as with a short USP of the company and the call to action. As for ad formats, Instant Experience (selection) ads showed more engagement and effectiveness than ads with a single image and video selection. The most successful ads are shown in the screenshots below:
The success of promotional activities on Facebook and Instagram has been achieved in combination with the regular maintenance of the company's accounts on these platforms. Thanks to the coverage of new arrivals, informing subscribers about promotional items, video reviews of fabric and accessories samples, the trust and loyalty of users to Wedding Alliance brand is increased, the level of subscriber engagement is maintained, and there is an organic influx of new audience through users' reposts to their personal pages of the company content.
Learn more about the benefits of advertising in social networks (link from page)
Effective integrated work on the targeting and organic management of the company's social profiles has helped to strengthen the customer's position in the market, as well as increase the Wedding Alliance brand expertise in the eyes of the end consumer.
Save the brief and our manager will contact you
- Online shopping
-
Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Classic remarketing;
- Dynamic remarketing;
- Development of creatives from 2 sets in 2 sizes (square and page);
- Developing technical specifications for developers to create a product feed;
- Monthly dynamic report in Data Studio on KPIs.
You will receive a bonus:
- Setting up and installing Google Analytics and Facebook pixel systems;
- Early access to testing beta functions of advertising systems;
- Recommendations for increasing the conversion rate of website landing pages;
- Recommendations for promotional offers;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is for the agency's work, excluding the advertising budget. Web analytics systems are set up during the first month of work on the project.
- Service, B2B, corporate websites
-
Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Classic remarketing;
- Development of creatives from 2 sets in 2 sizes (square and page);
- Monthly dynamic report in Data Studio on KPIs.
You will receive a bonus:
- Setting up and installing Google Analytics and Facebook pixel systems;
- Early access to testing beta functions of advertising systems;
- Recommendations for increasing the conversion rate of website landing pages;
- Recommendations for promotional offers;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is for the agency's work, excluding the advertising budget. Web analytics systems are set up during the first month of work on the project.
info@imaris.ua
+38 (097) 478 27 77 
