svadbatkani.com is a fabric hypermarket called "Wedding Alliance," with a showroom in Kharkiv, an online store, and delivery throughout Ukraine and other CIS countries. Sales are wholesale and retail. Targeted advertising had not been launched before our collaboration with the project.
Website: svadbatkani.com- Increase the number of retail sales through social networks.
- Inform users about ongoing promotions and discounts.
- Turn Facebook and Instagram into a stable source of traffic to the site.
- Build a working sales funnel through the Facebook advertising account.
Targeted advertising had not been launched before our collaboration with the project.
Effective targeting resulted in increased conversions at 27%, an expanded customer base, and an influx of new users to the site at 92%, as well as consistent, high-quality traffic to the site.
Website traffic comparison:
When analyzing the performance of advertising campaigns on Facebook and Instagram, it's crucial to consider assisted conversions. Social media often serves not so much as a direct lead generation channel, but rather as an effective intermediary for warming up the target audience and increasing brand loyalty overall. To confirm this, below is a comparative infographic of completed conversions over the project's reporting period—both direct and assisted:
The graph also displays data on organic (SEO) traffic, as Facebook advertising is often the first point of contact for clients with a company. After launching advertising on Facebook and Instagram, an increase in organic conversions was observed, with a slight increase in traffic. An analysis of assisted conversions showed that the client's journey began with targeted advertising on Facebook and Instagram and ended with conversions on the website through organic search.
For every direct conversion in organic traffic, there are 2.7 associated ones.
For every direct conversion in organic Facebook traffic, there are 1.9 assisted conversions.
For every direct conversion in Facebook paid traffic - 3.3.
Stages of work:
A sales funnel was built: from the broadest, coldest audience to the point of purchase, repeat sales, and cross-selling. Acquisition was based on demographic parameters, interests, occupation, and lookalike audiences. Retargeting campaigns were divided into several segments, based on the company's website and social media users.
We also tested various advertising campaign objectives: "conversion," "catalog sales," "post engagement," and "video views." The dynamic product catalog performed better with the retargeting audience, resulting in 27 purchases over eight days. After analyzing revenue and expenses, we calculated the ROMI for this campaign, which was 49,40%.
Interesting fact: ads for the product catalog with dollar prices performed much better than similar ads with hryvnia prices. Overall, over 10 months, according to Facebook Ads, there were 851 conversions, with a cost-to-revenue ratio of 1:47.5.
The ads deserve a special mention. Of the text creatives tested, we retained versions with fewer characters in the ad body, as well as short company USPs and calls to action. Regarding ad formats, Instant Experience ads (collection ads) demonstrated higher engagement and performance than single-image and video collection ads. The best-performing ads are shown in the screenshots below:
The success of advertising on Facebook and Instagram was achieved through regular management of the company's accounts on these platforms. By highlighting new arrivals, informing subscribers about special offers, and featuring video reviews of fabric and hardware samples, users' trust and loyalty to the Wedding Alliance brand are increased, subscriber engagement is maintained, and new audiences are organically attracted through users reposting the company's content to their personal pages.
Effective, comprehensive work on setting up targeted advertising and organically managing the company's social media profiles helped strengthen the client's market position and enhance the Wedding Alliance brand's reputation with end consumers.
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Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics system setup is completed within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics system setup is completed within the first month of project development.
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