How to reduce the cost of conversion by 87% and increase ROAS by more than 400% with the help of targeting
Client: online store Funduk.ua – one of the first clients of the agency.
Problematic: Previously, the client ordered SMM service from us. In February 2022, with the beginning of a full-scale war, the store stopped its activities and promotion on social networks. At the beginning of 2023, the store started a reorganization process, for which it was necessary to sell out the stock as much as possible (and stay on the plus side). Among the challenges were the following:
- the client stopped SMM promotion, and the audience had time to cool down;
- most of the products in stock had lost their trendiness;
- limited number of creatives.
Deadline: March-December 2023.
From March to December 2023, we received these total figures:
- income – 1 335 024 UAH;
- ROAS – 407,56%.
1. March. For the test period, we launched campaigns for Catalogs and Conversions. For catalogs, we used product groups, namely anime figures, movie figures, game figures, backpacks, bags, joysticks, gamepads, and steering wheels. For Conversions, we used static banners with a minimum price, divided into three groups: action figures, backpacks, and joysticks. Audiences with thematic interests were set up for each group.
After the test period, the campaign for Сatalogs received unsatisfactory results, so we decided to target a wider audience. The results in certain groups were better. We launched the Сatalogs campaign using Advantage (an automated system for selecting audiences and placements) and significantly increased the budget to optimize it quickly.
The Сonversion campaign also produced unsatisfactory results, so a traffic campaign was launched instead, which was supposed to help Advantage algorithms optimize better.
As a result, in March, the ad campaigns received 13 purchases on the site with an average price of $34.44.
Budget – UAH 17,390, revenue – UAH 45,803.
2. April. We continued to run advertising campaigns for Catalogs with Advantage optimization and for Traffic. For Catalogs, we used the following product groups: all action figures, all backpacks, and all gamepads.
The Traffic campaign received 2,821 visits to the site with an average price of $0.03. The Catalogs campaign received 48 conversions with an average price of $15.03. The catalog with action figures got the most results, while the catalog with backpacks was the least effective.
Budget – UAH 29,766, revenue – UAH 86,219.
3. May. We launched additional campaigns for Catalog Sales with optimizations for different purchase stages (Browse, Add to Cart, and Purchase). For Catalogs, we used the following product groups: all figures, all backpacks, and all gamepads.
The campaign for Catalog Sales got 35 conversions with an average price of $14.33. The catalog with figurines and the catalog with all products used for retargeting got the most results. From the campaign on Traffic, there were 15,460 conversions to the site with an average price of $0.02.
Budget – UAH 30,918, revenue – UAH 94,161.
4. June. We completely restarted advertising campaigns. Advertising campaign Traffic was distributed to a broad audience, and advertising campaign Catalogs were used to narrow audience segments by interests and site events (viewing products and adding to cart).
The campaign for Catalog Sales received 34 conversions with an average price of $16.44. The catalog with all products received the most results, which extended to those who viewed product cards but did not make a purchase. The Traffic campaign received 15,773 landing page views with an average price of $0.03.
Budget – UAH 37,722, revenue – UAH 139,751.
5. July. Traffic worked on a wide audience, and the advertising campaign Catalogs worked on narrow audience segments by interests and site events (viewing goods and adding to cart).
The Catalog Sales campaign received 89 conversions with an average price of $9.71. The catalogs with the most results were Nintendo controllers, top products, and steering wheels. The Traffic campaign received 9,241 landing page views with an average price of $0.01.
Budget – UAH 37,322, revenue – UAH 153,445.
6. August. We continued advertising campaigns for Catalog Sales and Traffic. Traffic targeted a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments by interest and site events (viewing products and adding them to the cart).
The Catalog Sales campaign received 122 conversions with an average price of $9.06, with the following catalogs getting the most results: Nintendo controllers, top products, and steering wheels. The Traffic campaign received 37,434 landing page views with an average price of $0.01.
Budget – UAH 53,798, revenue – UAH 287,162.
7. September. We continued advertising campaigns for Catalog Sales and Traffic. Traffic worked for a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments based on interests and site events (viewing products and adding them to the cart).
The Catalog Sales campaign received 107 conversions with an average price of $19.22, with the following catalogs getting the most results: Nintendo controllers, top products, and steering wheels. The Traffic campaign received 14,839 landing page views with an average price of $0.01. The number of junk leads from desktop applications increased, so next month, we targeted ads only to mobile applications.
Budget – UAH 81,872, revenue – UAH 340,237.
8. October. We continued our catalog sales and traffic campaigns for mobile apps only. Traffic targeted a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments by interest and site events (viewing products and adding them to the cart). On October 8, we decided to turn off all campaigns except retargeting.
The catalog sales campaign received 28 conversions with an average price of $26.50. The Traffic campaign received 2,100 landing page views with an average cost of $0.01.
Budget – UAH 28,337, revenue – UAH 120,874.
9. November. We continued the catalog sales campaign with a minimal budget. The campaign included three groups for add-to-cart optimization and two for purchase optimization.
The catalog sales campaign received 12 conversions with an average price of $12.40.
Budget – UAH 5,571, revenue – UAH 40,560.
10. December. We continued the catalog sales campaign with a minimal budget. We launched an additional campaign with Advantage+ budget optimization to reduce the cost per result.
The catalog sales campaign received 29 conversions with an average price of $4.48.
Budget – UAH 4,870, revenue – UAH 26,812.
1. March. For the test period, we launched campaigns for Catalogs and Conversions. For catalogs, we used product groups, namely anime figures, movie figures, game figures, backpacks, bags, joysticks, gamepads, and steering wheels. For Conversions, we used static banners with a minimum price, divided into three groups: action figures, backpacks, and joysticks. Audiences with thematic interests were set up for each group.
After the test period, the campaign for Сatalogs received unsatisfactory results, so we decided to target a wider audience. The results in certain groups were better. We launched the Сatalogs campaign using Advantage (an automated system for selecting audiences and placements) and significantly increased the budget to optimize it quickly.
The Сonversion campaign also produced unsatisfactory results, so a traffic campaign was launched instead, which was supposed to help Advantage algorithms optimize better.
As a result, in March, the ad campaigns received 13 purchases on the site with an average price of $34.44.
Budget – UAH 17,390, revenue – UAH 45,803.
2. April. We continued to run advertising campaigns for Catalogs with Advantage optimization and for Traffic. For Catalogs, we used the following product groups: all action figures, all backpacks, and all gamepads.
The Traffic campaign received 2,821 visits to the site with an average price of $0.03. The Catalogs campaign received 48 conversions with an average price of $15.03. The catalog with action figures got the most results, while the catalog with backpacks was the least effective.
Budget – UAH 29,766, revenue – UAH 86,219.
3. May. We launched additional campaigns for Catalog Sales with optimizations for different purchase stages (Browse, Add to Cart, and Purchase). For Catalogs, we used the following product groups: all figures, all backpacks, and all gamepads.
The campaign for Catalog Sales got 35 conversions with an average price of $14.33. The catalog with figurines and the catalog with all products used for retargeting got the most results. From the campaign on Traffic, there were 15,460 conversions to the site with an average price of $0.02.
Budget – UAH 30,918, revenue – UAH 94,161.
4. June. We completely restarted advertising campaigns. Advertising campaign Traffic was distributed to a broad audience, and advertising campaign Catalogs were used to narrow audience segments by interests and site events (viewing products and adding to cart).
The campaign for Catalog Sales received 34 conversions with an average price of $16.44. The catalog with all products received the most results, which extended to those who viewed product cards but did not make a purchase. The Traffic campaign received 15,773 landing page views with an average price of $0.03.
Budget – UAH 37,722, revenue – UAH 139,751.
5. July. Traffic worked on a wide audience, and the advertising campaign Catalogs worked on narrow audience segments by interests and site events (viewing goods and adding to cart).
The Catalog Sales campaign received 89 conversions with an average price of $9.71. The catalogs with the most results were Nintendo controllers, top products, and steering wheels. The Traffic campaign received 9,241 landing page views with an average price of $0.01.
Budget – UAH 37,322, revenue – UAH 153,445.
6. August. We continued advertising campaigns for Catalog Sales and Traffic. Traffic targeted a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments by interest and site events (viewing products and adding them to the cart).
The Catalog Sales campaign received 122 conversions with an average price of $9.06, with the following catalogs getting the most results: Nintendo controllers, top products, and steering wheels. The Traffic campaign received 37,434 landing page views with an average price of $0.01.
Budget – UAH 53,798, revenue – UAH 287,162.
7. September. We continued advertising campaigns for Catalog Sales and Traffic. Traffic worked for a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments based on interests and site events (viewing products and adding them to the cart).
The Catalog Sales campaign received 107 conversions with an average price of $19.22, with the following catalogs getting the most results: Nintendo controllers, top products, and steering wheels. The Traffic campaign received 14,839 landing page views with an average price of $0.01. The number of junk leads from desktop applications increased, so next month, we targeted ads only to mobile applications.
Budget – UAH 81,872, revenue – UAH 340,237.
8. October. We continued our catalog sales and traffic campaigns for mobile apps only. Traffic targeted a broad audience with two feeds: Ukrainian and Russian. The Catalogs campaign targeted narrow audience segments by interest and site events (viewing products and adding them to the cart). On October 8, we decided to turn off all campaigns except retargeting.
The catalog sales campaign received 28 conversions with an average price of $26.50. The Traffic campaign received 2,100 landing page views with an average cost of $0.01.
Budget – UAH 28,337, revenue – UAH 120,874.
9. November. We continued the catalog sales campaign with a minimal budget. The campaign included three groups for add-to-cart optimization and two for purchase optimization.
The catalog sales campaign received 12 conversions with an average price of $12.40.
Budget – UAH 5,571, revenue – UAH 40,560.
10. December. We continued the catalog sales campaign with a minimal budget. We launched an additional campaign with Advantage+ budget optimization to reduce the cost per result.
The catalog sales campaign received 29 conversions with an average price of $4.48.
Budget – UAH 4,870, revenue – UAH 26,812.
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