Online store of branded merchandise

Main objectives
• Transition the advertising system from "manual mode" to a managed, analytical model
• Reduce the cost per purchase to $5-6
• Double the advertising budget while maintaining effectiveness
• Implement a reporting system and control ROI

What has been done
1. Analysis of previous campaigns - identified ineffective audiences, creatives, and products.
2. Developed a new campaign structure strategy (prospecting / remarketing / CBO tests).
3. Segmented products by types: main, additional, seasonal.
4. Implemented a custom analytical table for weekly monitoring of ROI, CPL, CR.
5. Optimized offers (added bundles, increased average order value).
6. Working on website UX: product cards, descriptions, visual blocks to improve CR.

Results for the first month
• $3,830 advertising budget
• 690 sales
• Average cost per purchase - $5.55
• Best campaign - $4.73 per purchase
• 1.9 million impressions, 597 thousand reach

The implemented analytics system allowed for the quick identification of the most profitable connections "product + audience + creative."

Next steps
• Doubling the budget while keeping CPA < $5
• Optimizing product cards to increase CR
• Launching new video formats (UGC / Reels with offers)
• Scaling seasonal bundles

Insight
Clear segmentation of products and weekly reporting is the key to stable scaling even in the off-season. When the business sees data for each SKU group, it makes decisions based not on feelings, but on ROI.