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Targeted advertising on Facebook and Instagram for a manufacturer of natural dried dog treats from TM Natural Petfood

How to increase the number of conversions on the site by over 140% in just three months using Meta advertising

#TARGET

Input data

Client: manufacturer of natural dried dog treats Natural Petfood.

Timing: 3 months.

Team: project manager, targeting specialist, designer, proofreader.

Problem: lack of a properly configured catalog and a sufficient number of actions on the site for retargeting or creating LAL audiences, and high competition in the market.

Tasks:

increase the number of conversions and reduce the cost of the target action (purchase on the site) using effective advertising strategies;

optimize targeting using personalized ads and conduct constant testing to achieve maximum results.

List of works

We conducted a detailed study of the target audience to determine the most effective channels for promotion. We focused on Instagram, where the audience is most interested in the brand’s products, which allowed us to reduce costs and increase efficiency.

We created several options for static banners that clearly showed the benefits of popular products. Creatives were focused on revealing the unique properties of the products, which helped attract the attention of potential customers.

We set up audiences, including broad and segmented by interests, which allowed us to more accurately identify the most effective groups of users. A test run showed which segments brought the most conversions.

We analyzed where users interacted with advertising most actively and refocused the budget on the most effective platforms, such as Instagram Reels, the feed and Stories, which allowed us to improve the campaign results.

We conducted A/B tests to determine the best combinations of visuals, headlines and audience segments. This helped us find the most productive options, which reduced the cost of the lead and improved the campaign’s efficiency.

After receiving stable results, we increased the budget for the most effective audience. This allowed us to maintain high-quality conversions.

Results

In three months, we built an effective system for attracting users who are ready to purchase on the site. The campaign provided a total of 123 sales on the site and demonstrated stable growth in efficiency.

The image shows the first month's performance: 22 conversions for $11.50

The screenshot shows a decrease in cost to $5.91 and an increase in conversions to 48

The screenshot shows a stable flow of 53 applications with an average price of $8.25

Results

The image shows the first month's performance: 22 conversions for $11.50

The screenshot shows a decrease in cost to $5.91 and an increase in conversions to 48

The screenshot shows a stable flow of 53 applications with an average price of $8.25

Conclusions

Thanks to a flexible approach to testing, well-designed creatives, and correctly selected audience segments, we managed to create a stable flow of sales on the site of a manufacturer of dried dog treats. In three months, the advertising campaign showed high effectiveness in a competitive niche.

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