AC with the purpose of Message
First, we launched an ad campaign with a cold audience of interests: popular brands with a similar style, as well as with interests in types of clothing. In the campaign, we identified and left the most effective age of the audience: 18–30 years old.
Some summary statistics on all the AC with these mechanics for the period of work: Reach — 131,776; Views — 664 038; Clicks — 5 692; Budget — $253.
Retargeting
With a large and active audience in the profile, it would be wise to use this great tool. This group of ads ran stock photos and creatives in the form of a meme with Drake, and these offers proved to be very clickable. This audience generated fewer leads, but conversion to sales was significantly higher than tangents with cold audiences. 51.86% of the conversations ended in a sale.
Two audiences were used: - those who had emailed direct within the last 180 days; - those who had interacted with the account, at least somehow, before.
Statistics of some metrics of this AC: Views — 24,421; Leads — 59; Price per lead — $2,77; Budget — $163,43.
RESULTS
The main task that the targeting department should perform in the first month of work with the project is to test as many hypotheses as possible: from the most effective AC target for generating leads to the best link with the creative.
According to the results of these tests, the average price per 1 lead was $2.39, and overall conversion to sales was — 41.5%. Furthermore, we have a clear understanding and a detailed work plan for the next period.
Other cases
Recruitment agency “Lyudy Vsyudy”
Savory
Tamir
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