Advertising campaign for an online cosmetics store

I'll explain in detail how to achieve 762,815 reach and 3,060 website visits in 18 days from social media.

When the client contacted me, they had an advertising campaign set up—driving traffic to a product page from the new collection—but they were seeing very few sales. They also needed to set up new advertising campaigns for the Christmas collection and gift set.

Audit

I conducted an audit of the advertising campaign, during which the following issues were addressed:

1. Advertising campaigns and their goals.
2. Target audience.
3. Landing Pages.
4. Advertising messages.

Advertising campaigns

In our case, advertising campaigns are products for which advertising needed to be targeted:

• Products from the new collection.
• Christmas collection.
• Gift set for Christmas.

Goals

The goals of our advertising campaigns were different:

• Brand recognition.
• Increasing coverage.
• Watch the video.
• Transitions to the site.
• Subscription to the public.
• Purchase of goods.

Target audience

The online store's audience is primarily women aged 18 to 50, based in France. This is a fairly broad audience, even if we only consider those interested in beauty and online shopping. To tailor our advertising campaign more precisely, we decided to divide it into three segments:

• Hot.
• Warm.
• Cold.

The audience corresponding to each segment can be seen in the screenshot.

Landing

Depending on the level of “warm-up” and the goal of the campaign, our target audience was planned to land on:

• product card - to make a purchase;
• to the page with the new collection;
• to the coupon page;
• to the public - for subscription and further warm-up;
• to a post with a viral video.

Sales funnels

Next, based on the identified segments and goals of the advertising campaigns, we put forward hypotheses for constructing sales funnels using the AIDA model.

Cold audience

Capturing the attention of a broad audience with a viral video, similar to website visitors and active public followers. The campaign's goal is brand awareness, maximum reach, and public subscriptions for further promotion.

Warm audience

For a warm audience, those who have shown interest in our ads and have already interacted with them, namely:

• watched 70% of our video;
• subscribed to our public page, newsletter, YouTube channel.
• visited our website or offline events (but did not reach the cart).

We're setting up an advertising campaign that leads to a product card and a page with a new collection. The goal of this campaign is conversions to the website.

Hot audience

This is an audience that already wants to buy or has already purchased our products. We also direct this audience to the product page or the new collection catalog page using the same principle as with warm audiences. The difference is:

• We show last month's customers an advertising campaign for the new collection and gift set;
• There is no point in showing the new collection to customers who made a purchase in the last 30 days; they already know about it, and we offer them a gift set and related products;
• and it makes sense to offer a limited-time discount coupon to those who abandoned their cart.

Advertising campaign - traffic to the product card

What has been done

Since the landing page was a product card, it was necessary to target a warm audience that had already engaged with the content. Facebook Pixel was installed on the website to collect audiences for retargeting.

During the test, the campaign was initially targeted at website visitors and engaged users of their public pages. The results were satisfactory, but the reach was limited. Subsequently, a similar audience of website visitors and engaged users of Facebook and Instagram public pages was added, which significantly increased reach without increasing the cost per click.

Creatives

Advertising campaign - traffic to the New Year's collection

What has been done

Since the landing page was the website's main page, which featured a banner advertising the New Year's collection, we decided to set up a reach-based advertising campaign to show our teaser ad to as many potential customers as possible and attract visitors to the website.

The cost per click turned out to be higher than in the first campaign, since it was targeted at a “warm” audience.

Creatives

1 of 3

Video

Restrictions

Unfortunately, the client didn't provide access to Analytics, so it's difficult to estimate the purchase price. The client also required their own creatives, so there was no way to test multiple creatives when setting up the advertising campaign.

Results

The client was satisfied; in December, he had the highest sales since the online store's inception.

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