Sofiia Shelest
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Portfolio
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600 USD Promotion of an online music instruments store
Lead Generation & Sales
Request: Test a new sales channel targeted advertising on Facebook / Instagram and reach agreed KPIs.
What has been done:
First, we started by analyzing the competitors' market and the advertising auction, where we saw that very few competitors are using such a sales channel as FB/Instagram to promote their products, and this is obvious because a person who wants to buy a particular tool will directly Google it. We prepared a promotion strategy, analyzed the Pains, Fears, Desires (PFD) of our target audience, and created several promotion hypotheses, while also preparing technical aspects such as creating a business manager, a business page, and setting up tracking, with the UNIT economy calculated.
…
Start of work:
We received a customer database of previous purchasers, uploaded it to FB, and created a Lookalike Audience, and launched it. We also immediately started remarketing, as our Google ads were performing well, and there were many people who visited the site, viewed the product card, but did not make a purchase. We tailored the communication for these individuals.
We launched the Lookalike Audience from 0 to 5% based on the catalog, only on top positions, but in terms of the UNIT economy, it was not profitable for us, specifically the acquisition of cold audiences. After that, we decided to rotate the catalog by categories where the average check aligns with the math, but this also did not yield the desired results. Subsequently, we decided to work by categories but without the catalog (specifically targeting cold audiences).
Challenges faced:
- Seasonality (even before starting cooperation, the client emphasized this, and our main task was to find profitable advertising connections that yield results)
- Promo platform (in general, the promo platform does not provide detailed tracking and analysis capabilities, while a site is being prepared on another platform)
- UTM tag issues, as Facebook correctly transmitted them, but they were displayed inconsistently in the CRM (we sought advice from colleagues and support from CRM and Promo, and resolved the issue)
- Fraudulent sales (we are testing exclusions step by step: administrators of business pages, site visitors for 30 days, people who interacted with our ads within 30 days, and proposed an alternative solution from an Instagram perspective)
What is currently working well for us is the remarketing funnel, which is performing well and generating liquid sales, with a 75% conversion rate.
Overall results:
Budget spent: $1200.47
Number of sales: 65
Cost per sale: $18.47
Conversion value: $12,754.04
Qualified sales with conversion: 50%
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500 USD Promotion in the niche of turnkey repairs
Lead Generation & Sales
Request: Promote turnkey repairs in two cities Warsaw and Wroclaw
What was done:
To start, we analyzed our potential target audience, based on the Ukrainian market, also consulted with a specialist working in the Polish market, and received an approximate benchmark for the turnkey repair lead price, as well as the mentality of Poles.
…
After that, we conducted an analysis of competitors in the local cities of Warsaw, Wroclaw, and the entire Polish market, and understood which working connections (traffic reception platform, interests, age, gender, offers, and creatives) work better, and started testing. We also created a promotion strategy and a series of hypotheses that were tested sequentially.
Prepared a quiz platform to receive traffic, with 4 clarifying questions, to encourage people to leave contact details and receive a design project as a gift.
To start, we launched 3 different offers in a static format and received 10 leads, at an average price of $14.85. We did not focus on the price at all during the first launch, it was important for us to attract a sufficient amount of traffic to understand the working offer. After that, we chose the WIN offer and added a circular gallery and video to the static format.
After launching the winning connection, we reduced the lead price by almost 2 times. There were some nuances with timely payment of the billing (advertising debt), the advertising partially stopped, and the optimization was disrupted.
What about the results?
Budget spent: $770.14
Number of applications: 74
Cost per application: $10.4
Lead qualification: 75% (this is a pleasant market of Poland, the leads that contacted us were practically all high-quality)
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700 USD Promotion of military equipment
Lead Generation & Sales
Request: Increase sales volume through the Facebook/Instagram sales channel.
What was done:
After a detailed briefing, where we learned about our strengths and weaknesses, we analyzed the advertising auction market and competitors in more detail, what they use, their positioning, their advantages, and disadvantages.
…
After that, we completely addressed the technical setup issues needed for launch (before starting work, there was only an Instagram page, so we created a business page, set up a business manager, and linked our Instagram).
And as I mentioned before - we don't just set up ads, we provide a business solution that leads to increased profits, so we addressed not only advertising issues but also the overall business perspective.
Product: The product was already formed, so we only provided recommendations on how to improve it in terms of gaining people's trust.
Content: Clear recommendations were provided on the profile header on Instagram, content, what to pay attention to, how to handle comments correctly, what content to post and how often.
Advertising: We took full responsibility for advertising, calculated how many sales were made from different platforms, which platform gave us cheaper bids, which platform gave us targeted bids, and as standard: developing a communication strategy for the project (texts, static banners, brief for the video editor for video creatives, optimizing results, and scaling).
Sales Department: In this project, we were partially involved as direct managers to understand what people really need, what the brand voice is, and what service they expect. We tested the sales script and handed it over to the owner.
After-sales Service: We applied a very obvious thing that very few people actually use (I felt this in my user experience) - we started informing people after we shipped the product and attached a screenshot of the invoice. This was a breakthrough, and after providing this service, we noticed that our repeat sales to people increased by 25% compared to the previous period.
Interesting solution we provided in this project:
Created a custom CRM table where:
- segmented the channel from which the lead came
- immediately collected a customer database through phone numbers
- outlined 6 funnel stages, including city and Nova Poshta branch, for easy comparison of pickup/non-pickup
- comments on when to remind and skip again
- segmentation of the sales channel, from which the sales placement was cheaper
- digitized business model (FB course, total turnover, turnover with Nova Poshta pickup, advertising expenses, advertising expenses with team services, number of sets sold, cost of 1 sale, net profit)
Results:
Budget spent: $1422.26
Number of leads: 783 + 120 from promotions, 903 leads
Cost per lead: $1.57
Cost per sale overall: $5.6
Cost per sale for bulletproof vests: $29.34
Number of subscribers at the beginning of work: 152
Number of subscribers now: 888
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500 USD Promotion of the service with aligners
Lead Generation & Sales
Request: Set up the traffic system and make the first sales of the product
Input data: We have already worked with a marketing team and separately with specialists in SMM and Targeted Advertising for six months, but there were no sales, chaotic management of the accounts, unexplored PAIN (pains, fears, desires, beliefs) of the target audience, the product was not understood by the audience. Dead Instagram after the giveaway.
… What was done:
First of all, we divided responsibilities with the partner, he worked strictly on SMM, and we on advertising, periodically had planning calls with the partner.
Conducted an audit of the advertising account (before that, the previous specialists completely cleaned up the previous advertising campaigns, but we have been working in targeted advertising for several years and know how to review deleted campaigns) - it was a disaster!
There were 183 leads in the account at a price of $0.07, but when we dug deeper, we found out that the optimization moment was being recorded when a person just visited the site...
Next, we conducted an analysis of the markets of Ukraine, Europe, and the USA (where this innovative product gained popularity), identified several hypotheses for ourselves, and prepared a promotion strategy.
Prepared the advertising account for launch, set up all technical settings, even bought an account to bypass the prepay system (double charging), but later created a new account and resolved the prepay issue with support so that we could work peacefully.
We also fully digitized the business, calculated the UNIT economics to have a clear reference point for the maximum acceptable lead price and the maximum acceptable sales price.
First launch
Our first launch was almost on February 14th, the partner and the team were proactive, and we decided to warm up with a discount through Instagram, where I personally participated as an interviewer of people in Lviv.
What were the results?
We received 12 leads at $6.75, understood how the audience reacted to our advertising, and felt the pain points of people that needed to be addressed in the content.
After the end of the promotional offer, our results significantly dropped, and we understood why, constantly patched up holes in the old site, optimized it, suggested to the owner to replace this site because after the initial results, we saw that we wouldn't get far and no matter how hard we tried, you can't make a candy from trash.
So we made a decision and scheduled a call with the owner, where we said either we change the site or we end cooperation. Although the results for the first month of work were quite good - 4 sales, compared to the previous specialists who worked for over six months and didn't bring any sales or leads. But we knew that we could achieve much better results, and it was great that the owner trusted us - we are making a new site.
MARCH-APRIL
Practically all the focus of our attention with the partner was on the development and approval of the new site, simultaneously we developed the brand book of our company and focused on more strategic tasks for the company's development, such as partnerships, cross-marketing, and others.
The content on Instagram was working, advertising was on hold, only promo campaigns were running on minimal budgets so that we wouldn't be forgotten, and this in turn brought us 2 more sales.
APRIL-MAY
At the end of April, we received a new site and immediately launched advertising for testing to compare conversion rates relative to the old site, where it was approximately 1.3%.
Summarizing the results:
Budget spent: $1130.47
Number of sales: 16
Cost per sale: $70.65
Sold for: $13,244
We have been working with the client for 10 months, where in September we achieved a million turnover in a month.
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600 USD Promotion of clothing brand (Google Ads)
Lead Generation & Sales
Request:
- Scale advertising campaigns while keeping DRR below 20%
… What was done:
1) Audit
During the Google Ads audit, we found that most campaigns were running on manual bids, and e-commerce was also incorrectly set up.
2) Optimization
We optimized the search campaigns. Completely restructured the advertising campaigns. We rebuilt all campaigns from scratch to improve ad quality. Products were segmented by margin, and a separate campaign was created for each segment.
3) Scaling advertising campaigns
We decided to work with a strategy of target return on investment to ensure that scaling advertising campaigns is gradual and without a significant increase in CPA. We constantly adjusted bids to stay within the target sales price when scaling campaigns and prevent DRR from increasing.
Results:
Revenue from Google Ads advertising: 22,567,035.55 UAH
Cost: 3,658,618.71 UAH
ROAS: 616.81%
DRR: 16.21%
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600 USD Selling luxury apartments (Google Ads)
Lead Generation & Sales
Request:
- Increase recognition of residential complex
- Cost of attracting a client up to $300
… - Implementation of apartment
What was done:
- Identified 3 key segments of the target audience: IT professionals; owners of medium and large businesses; top managers of large companies
- Launched a campaign with key words, as well as advertising campaigns to reach users. After gathering enough audience, launched an advertising campaign for conversions to the remarketing audience of those who watched the video
- Prepared key words that our residential complex can be searched for. Brand key words, key words by the names of competitors' residential complexes to receive their traffic, key words for those looking for housing in Kyiv on the right bank
- Prepared the audience on competitors' websites
- Prepared the audience based on interests: sale of housing, privatized apartments, relocation
Results:
Budget spent: 58,374.29 UAH
Leads: 196
Cost per lead: 297.82 UAH
Actual real estate sales: 1
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600 USD Promotion of cargo transportation services in the USA (Google Ads)
Lead Generation & Sales
Request:
Test the involvement of clients using Google Ads traffic source, as targeted advertising worked for them.
… The maximum allowable cost of attracting a client is $100.
What has been done:
- Analyzed the competitive market and found working keywords.
- Search campaigns were set up with breakdown by states for relevant keywords and effective ad texts were written.
- Optimization moments were carried out during advertising campaigns, including using negative keywords.
- Prepared the audience on competitors' websites.
What are the results?
Budget spent: $20,156
Number of applications: 208
Cost per application: $97
It is worth noting that the average service check was $3500.
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500 USD Promotion of tactical gear Ukraine (Google Ads)
Lead Generation & Sales
Request:
Increase sales volume through shopping advertising.
… What was done:
- Since the launch was from scratch, we prepared the Merchant for work, uploaded the feed, and warmed up the advertising account for work.
- Analyzed the advertising auction, how competitors are progressing, and started working.
- During the advertising campaigns, optimization moments were carried out, and after optimization, we started scaling the advertising campaigns.
What are the results?
Budget spent: 182,576.70 UAH
Orders: 520
Cost per order: 351 UAH
Revenue: 1,065,642.16 UAH
ROAS: 584%
Activity
| Latest proposals 10 | Budget | Added | Deadlines | Proposal | |
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SMM for a confectionery: Instagram + Facebook, stories and reels from our content
180 USD
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Content maker
11 USD
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Set up targeting
316 USD
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Target Instagram for shoe replica
158 USD
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Need to launch fb/inst targeting for subscription in TG, audience: Germany -> business
408 USD
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Set up Target for international real estate
271 USD
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Traffic attraction
135 USD
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Setting up Google Ads + finding suppliers
113 USD
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Targeting for dentistry and laser hair removal
220 USD
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Telegram ads Advertising
68 USD
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