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Hello! We are a digital agency specializing in business promotion and online marketing. In this article we will tell you how you can receive applications for an online store using VKontakte advertising.
Project: Online store of women's shoes and accessories.
Average check: 10,000 - 15,000 rubles.
Budget: up to 100,000 rubles.
Goal: Increase the number of sales and reduce the cost of the application.
The client's request was to develop the VKontakte channel and make it an additional source of applications.
Goal: Determine the most effective connections - audience, text, creative.
We used parsers to search for competitors with a similar average check, and then collected participants and recently joined their audiences. We also launched campaigns for key queries: women's shoes, winter shoes and branded queries.
For advertising campaigns, we chose a carousel format indicating the price of the product. The texts indicated the USP of the product: free try-on before purchase and delivery with try-on.
Universal posts and button posts containing product photos were also launched.
Audiences that performed best:
Total for the period:
Applications: 18 pcs.
Percentage of applications from the total number of applications from the site: 1.75%
Percentage of the amount of applications from the total turnover: 1.7%
Working connections for further scaling have been obtained.
Goal: Optimize campaigns and run sales.
During the promotion, we actively used the audience collected over the month for retargeting:
LAL audiences were also used, but the following groups showed the best results:
New ad formats added to increase reach and get better results:
Total for the period:
Applications: 26 pcs.
Percentage of applications from the total number of applications from the site: 2.97%
Percentage of the amount of applications from the total turnover: 3.29%
Goal: Scale campaigns, increase daily limit and expand audiences.
The scaling period occurred in December, immediately after the promotion. We increased the budget and continued working with audiences that showed good results in November.
Creatives have been updated for new advertising campaigns.
Total for the period:
Applications: 19 pcs.
Percentage of applications from the total number of applications from the site: 2.56%
Percentage of the amount of applications from the total turnover: 2.14%
After scaling, the application price increased. This is due to the fact that after sales and on the eve of the new year, discounts were minimal, and demand decreased slightly. We made adjustments to the advertising campaigns, and by January we were back to our previous results.
Summary data for 3 months:
Applications: 63 pcs.
Percentage of applications from the total number of applications from the site: 2.4%
Percentage of the amount of applications from the total turnover: 2.34%
The customer's goals were met:
We tested new hypotheses and found working connections, which allowed us to increase the number of sales and reduce the cost of the application.
In addition, promotions and sales were held, the customer actively adjusted advertising directions, choosing which products were worth promoting and which creatives to use - this helped to effectively conduct the sales season.
Further plan:
Scaling advertising campaigns for new products and winter shoes, with a subsequent transition to demi-season and summer products. We will also continue testing new connections, audiences and creatives.
VKontakte will also be actively used to attract customers and increase brand awareness, with sales and consultations through messages with the manager.
If you want to develop sales in your brand’s online store, contact the SEO studio "SEO COMPUTER". We will provide systematic work with advertising and help deal with technical issues within the marketing department, such as:
You can write to us by email info@seo.computer with any question.
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