Promotion of an online music instruments store
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%
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%
Ukraine 
Available for hire