targeted advertising niche marshmallow
Case: Handmade Pastila
Targeting Goal: Reduce customer acquisition cost (CPA) and quickly scale sales of pastila as a healthy alternative to sweets.
1. Initial Situation and Tasks
The client had a quality product – pastila, but faced difficulties in regularly attracting new customers at an adequate price. It was necessary to test hypotheses, find a "cold" audience, and identify the most effective creatives for launching the main campaign.
Main Task: Generate a flow of applications/sales with a cost not exceeding $3 per lead/purchase.
2. Strategy and Testing
We focused on testing 6 different ad groups (as seen in the screenshot) to identify the hottest audience.
Key takeaway from the test: The broad audience with interests performed most effectively (Cost per result: $0.92), as well as the group targeted at women on Instagram, which generated a large number of inquiries (38 results for $74).
3. Creatives and Offer
We used conversational videos, Black Friday box creatives, tested different offers, and various texts.
4. Results and Conclusions
Thanks to detailed hypothesis testing, we quickly identified the audience that provided the lowest cost per target action ($0.92). The campaign successfully passed the testing phase.
Main conclusion: Even with a small budget, proper segmentation and focus on specific audiences and interests yield high CTR and low customer acquisition cost. The project is ready for scaling!
Targeting Goal: Reduce customer acquisition cost (CPA) and quickly scale sales of pastila as a healthy alternative to sweets.
1. Initial Situation and Tasks
The client had a quality product – pastila, but faced difficulties in regularly attracting new customers at an adequate price. It was necessary to test hypotheses, find a "cold" audience, and identify the most effective creatives for launching the main campaign.
Main Task: Generate a flow of applications/sales with a cost not exceeding $3 per lead/purchase.
2. Strategy and Testing
We focused on testing 6 different ad groups (as seen in the screenshot) to identify the hottest audience.
Key takeaway from the test: The broad audience with interests performed most effectively (Cost per result: $0.92), as well as the group targeted at women on Instagram, which generated a large number of inquiries (38 results for $74).
3. Creatives and Offer
We used conversational videos, Black Friday box creatives, tested different offers, and various texts.
4. Results and Conclusions
Thanks to detailed hypothesis testing, we quickly identified the audience that provided the lowest cost per target action ($0.92). The campaign successfully passed the testing phase.
Main conclusion: Even with a small budget, proper segmentation and focus on specific audiences and interests yield high CTR and low customer acquisition cost. The project is ready for scaling!
Lvov 
Available for hire