about the project
Recently, a client contacted us - the SOROKA Gold jewelry store in Rostov-on-Don.
The store has its own history - it used to be a Pawnshop, which gave out money against jewelry as collateral.
Over time, the store retrained into a jewelry store. Due to the fact that the store also accepts old products and sells them to manufacturing factories, the store receives jewelry from major brands at a discount, which makes it possible to make prices lower than competitors, without compromising on quality.
For promotion, the client used only free traffic channels.
There is a lot of competition in this niche. The client could not financially afford to fight competitors in contextual advertising. Therefore, there was a search for alternative ways to promote the store and increase sales.
Instagram helped them with this.
Instagram: @sorokagold_official
Goals, objectives, KPIs
The client’s KPIs were in the format: “We need targeted traffic to the site and development of an Instagram account.”
The requirements were quite clear :)
My expectations for the project
33,000 rubles were allocated for advertising;
I allocated 13,000 rubles for test advertising;
The price of going to the site was expected to be 15-20 rubles;
Prices for target actions were supposed to be set after the test period;
The test period was allotted 3 weeks - 1 week of Prework (preparation) and 2 weeks of advertising advertisements.
Main advertising campaign
20,100 was agreed upon .
For ease of perception, I prepared a table for the client with a plan of expenses and results for the month.
The first thing I added was Retargeting .
The pixels had already been working for several weeks, so a sufficient audience had gathered to launch retargeting.
For retargeting, I decided to create videos that can be created in the Facebook “video editor”. According to rumors, Facebook is accepting them better and they are getting good results.
Targeting to Rostov has also undergone changes.
Dynamic creatives were launched during the test. During this time, the best creatives stood out clearly and it was decided to launch them as separate ads. As a result, this showed a decrease in CPM and, as a result, an increase in efficiency.
After the test, the client had a desire to launch targeting in Moscow and a little later in St. Petersburg in order to test sales there. The store’s prices were much cheaper than in these cities, even taking into account delivery, so it was worth mentioning these GEOs.
The client wanted large coverage in Moscow and St. Petersburg and asked to run advertising with the goal “Coverage,” but I conveyed the information that large coverage would not give the required result. The “Reach” goal, as the test showed, gives a very low CTR, so according to my estimates, the difference in performance between the “Reach” and “Clicks” goals was 300 clicks.
As a result, advertising with the goal “Click” was launched in Moscow and St. Petersburg and was justified by purchases on the site.
Dynamic retargeting.
Dynamic retargeting (when products you viewed on the site are shown in ads and invited to continue shopping) is relevant for this niche, so I suggested the client use this tool.
I sent the client all the instructions and asked him to prepare a product catalog for advertising.
At this point we encountered difficulties and the client spent almost the entire first month filling out the catalogue. The budget allocated for dynamic retargeting was used in St. Petersburg.
Results of work
The client could track all work results daily in a convenient table.
In the advertisements, there were about 30% of clicks to the Instagram account, so in the advertisements I used a link to the account via “@”.
Yandex Metrica
As a result, traffic from Moscow pleased with its results. The client noted that they ordered and made calls from Moscow well. This is very clearly visible on the site. Minimal bounce rates and high browsing depth.
For Moscow, a creative was used that had a lot of text, but this did not prevent it from showing the top result:
Advertising indicators for Moscow :
After the test, I knew that the “Jewelry” interest responded best and narrowed it further with the “Gold” interest, since the ad focused specifically on a discount on gold jewelry. The result speaks for itself.
Best ad
In Rostov-on-Don we managed to get good results that even I did not expect to get.
As I wrote above, all ads were launched separately without dynamics, which increased performance and efficiency.
Secret
How did you achieve such results?
In ad settings, 90% of Advertising Account users choose a low price strategy.
This works to my advantage. All ads compete at the auction for the lowest bids, so if you increase your bid, there will be virtually no competition.
Facebook has a smart auction and if competitors pay 150 rubles for 1000 impressions, and you indicate that you are willing to pay 1000 rubles, then at the auction Facebook will give you the victory, but unlike VK you will spend not 1000 rubles, but 151 rubles.
Thanks to such a simple setup, I was able to achieve results that pleased both me and the client.
Performance evaluation
I was pleased with the results of the advertising. The KPIs were exceeded and the advertising paid off completely for the client.
Thanks to the fact that the client listened to my recommendations and allowed freedom of action in the advertising account, it was possible to achieve good results.
The client monitored the effectiveness of advertising in the table on a daily basis and was satisfied with the results.
