Solution
Website: https://icarepl.com
When we started working on advertising this project, our main tasks were to set up stable sales, reduce the cost per purchase on the site, and scale it up.
Targeting:
There are 2 main customer avatars in this project:
- Beginning entrepreneurs who want to start their beauty business easily and are looking for where to buy the first batch of goods with their brand labels.
- Entrepreneurs who are already running the entire beauty business. These can be beauty salon owners who want to sell their own brand cosmetics in addition, or they can be entrepreneurs who already sell cosmetics online.
Targeting was based on user behavior, demographics, data collected by Pixel, customer base, and Lookalike audiences (audiences similar to users who have already purchased similar products).
Client requirements:
- Receive purchases at a price of up to $100 each
- ROAS 2+
Work process:
The most important thing for our team at the beginning of the project launch is to understand the product, its features and the consumer profile of those who can buy this product. So we did research on the project, analyzed competitors’ advertising on the market, and compiled the main portraits of buyer audiences.
Since the client had used ads before working with us, first of all, we analyzed the Meta Ads account and made conclusions so that they would not repeat previous mistakes and start working on successful advertising campaigns right away.
After presenting the audit to the client, we agreed on a work plan and our new ideas for audience segmentation and how to improve the cost per acquisition to increase the return on investment.
The next step was to prepare offers and create a communication strategy for each level of traffic. Namely, for a new “cold audience”, for a retargeting audience or a “warm” audience, and for those users who have already bought. We prepared a specific copy for each audience and each stage of the funnel (TOF, MOF, BOF) to make our advertising more personalized.
Since the client had already launched advertising before working with us, we collected quite a lot of data on the site about users. We noticed that site visitors were adding a lot of products to the cart but not buying them, so we first launched retargeting to increase the conversion rate from adding to the cart to buying on the site.
Preparation of creatives:
In this project, we had a content maker on staff, so it accelerated the work. Based on the competitors and our work experience with cosmetics stores, we prepared a technical task for creating creatives and received ready-made ad materials. This was a big advantage of this project.
We also used UGC, i.e. content that was created by the store’s customers themselves. Videos worked well, but pictures brought in more sales. So we came up with a formula for this project: we use videos to attract user awareness and attract them to the site, and images for retargeting and direct sales.
We also used video to advertise on Tik-Tok Ads, which gave us an additional source of traffic.
Running campaigns:
Based on our previous experience and an ad account anudit, we started launching test ad campaigns and immediately saw the first results. Our hypothesis that ready-made customers and beauty salon owners would buy faster and more came true. Later, we focused our advertising on them.
We gradually tested other different audiences, their interests, behavior, and age.
The previous providers had optimized their cold ad campaigns (TOF) for the “add to cart” event, but we noticed that the conversion from cart to purchase was very low with this optimization. And the number of carts was already high, so we started using the Conversion/Sales goal with optimization for the Purchase event. This really helped to increase the conversion to purchase already at the first stage of advertising.
The last stage in the cycle of our monthly work is the optimization and scaling of successful advertising campaigns and groups.
It is very important to understand that work on ad campaigns does not stop. Working with larger budgets, an advertising account requires us to constantly monitor, optimize, and launch new creatives.
What exactly helped to achieve the project goals?
First of all, the right strategy and definition of the needs of the target audience and timely remarketing.
The next thing is the right product that really meets the needs of the target audience. The ability to customize labels to satisfy the requirements of each client. High LTV, which makes it possible to break even on ads, if not from the first purchase, then from the second and subsequent ones. Possibility to order samples. A simple, fast and conversion website. Of course, a systematic approach to driving traffic to the website.
It is the combination of product-price-website-traffic that gives the desired ROAS.
If you have an e-commerce project focused on selling goods in the USA or Europe, contact our agency for advice to get an effective promotion strategy and clear recommendations.
