INCREASING THE CONVENTIONS ON A CERTAIN CATEGORY OF PRODUCTS, USING TARGETED ADVERTISING

What we advertised

Elite spirits web store sales and delivery to any location in Ukraine.

Promotion objectives

Increase the number of orders in the “Alcoholic drinks in Tetra Pack cartons” category.

The customer task:

Achieve the maximum conversion rates with the lowest order price.

What we did

To increase sales for a certain product type “Alcoholic drinks in Tetra Pack cartons”, we set up 3 advertising campaigns:

1. the most popular alcoholic beverages sold in Tetra Pack
2. the specific beverage “Whiskey in Tetra Pack”
3. the less popular alcoholic beverages in Tetra Pack

As a payment method for advertising, we chose the “Pay Per View” type. The maximum cost per click in the three campaigns was $0.30.

To conduct the advertising campaign, we chose the following placements: Facebook feed and Instagram feed in the form of carousel ads (to show all the position to be sold).

We chose the following buyer categories as the target audience: Gift, Alcoholic beverages, Birthday, Duty-Free Shop, and Barmen.

At the initial stage, the budget for the entire advertising campaign was $300.

When the campaign was launched, the click cost equaled $0.08, and it was reduced by $0.02 during the week.

Recommendations for ad creatives:

• The carousel ad format was used to show popular positions and product range.
• The image text should not occupy more than 30%.
• Headers have to be short and relevant to your prospective customers. Show more specific information: prices, discounts, and dates. Such adverts will draw attention.
• Emojis should be used sparingly.
• Add an inspirational quote.

Results

At the end of the month, the traffic increased by 60% in respect to the total traffic volume, and the number of orders on the website went up by 51% with $225 spent on the campaign.

By using this traffic source and conducting a quality analysis of the target audience, we achieved a lot of cheap traffic, as well as the largest number of orders with the lowest order price equal to $0.78 in respect to other traffic sources.