Since April 2019, the target KPI for cost per click has been exceeded, with the actual cost per click being 21.05% lower than the planned benchmark.
INITIAL DATA
| Period | April 2019 |
| Industry | Chain of branded men's clothing stores and a network of franchised brand stores |
| Services | Sale of branded men's clothing and accessories |
| Project | The brand offers customers the opportunity to purchase products at discounted prices during a limited promotional period |
| Objective | To attract the target audience to the website through paid traffic channels while achieving the established cost-per-acquisition KPIs |
RESULTS OF THE DISPLAY ADVERTISING CAMPAIGN
Display and Search Advertising
Advertising campaigns on the Internet using Google AdWords. Remarketing Targeting loyal users who visited the online store's website and showed interest in the promotional campaign.
Targeted Advertising
➤ Interest-based targeting. Users interested in branded clothing, promotions, and sales. ➤ Geography. Targeting cities where the brand's offline stores and franchise stores are located. ➤ Demographics. The primary target audience consists of men with medium and upper-middle income levels. ➤ Facebook Pixel. The Facebook Pixel code was integrated into the website to ensure the proper performance of advertising campaigns. ➤ Remarketing. Users who have shown interest in the brand's Facebook/Instagram page.
Users who visited the online store's website and demonstrated interest in the promotional campaign.
COMPLETED WORK
The primary KPI of this advertising campaign was to attract the target audience to the website through paid traffic channels and familiarize users with the terms of the promotional campaign while achieving the approved cost-per-acquisition targets. Additional key performance indicators included audience reach, website visits, and CTR.
According to the approved promotion strategy, the following activities were carried out:
➤ Analysis of search results for priority keywords; ➤ Analysis and selection of relevant websites for display banner advertising; ➤ Preparation and delivery of recommendations for ad creatives and the landing page; ➤ Integration of the Facebook Pixel code; ➤ Launch of advertising campaigns aimed at driving relevant traffic to the website; ➤ Launch of Google Display Network (GDN) campaigns; ➤ Launch of remarketing campaigns targeting loyal users across Google, Facebook, and Instagram; ➤ Optimization of GDN placements to display banner ads on high-quality websites; ➤ Ongoing semantic optimization and keyword match type management, including keyword expansion and the addition of new search terms; ➤ Collection of negative keywords and cross-negative keyword optimization across campaigns; ➤ Continuous optimization of cost per click and traffic acquisition costs.RESULTS
The advertising campaign exceeded all planned performance targets. The target audience reach achieved 121.26% of the planned benchmark.
Timely updates of creative materials across Google and social media platforms helped maintain the relevance of advertising messages and generate the required volume of website traffic. As a result, the target for website visits was exceeded, reaching 126.73% of the planned figure, while the CTR target was surpassed at 105.71%.
Thanks to the high effectiveness of the advertising campaigns and the properly configured remarketing strategy, the average cost of acquiring a new website visitor gradually decreased throughout the campaign period. This approach made it possible to attract highly relevant traffic while steadily meeting the planned advertising budget objectives. During the campaign, the cost of acquiring a website visitor was reduced by 21.05%.
