April 1, 2016 at 10:243 times increase in online store revenue from advertising on social networks
Over the past year, the Kokoc Group and Cossa have talked about useful tools for digital professionals. Now it's time to try out these tools in practice. We suggest starting with a case on targeted advertising on social networks using the online furniture store as an example.
The material was prepared with the participation of Artyom Sova, head of the targeted advertising division of ArrowMedia (Kokoc Group).
We decided to draw an analogy with human relations and use their example to tell how to “fall in love” with a consumer. For an indicator of success in personal life, we take a serious relationship, and in targeted advertising on social networks, we take the share of advertising expenditure (DDR), which shows the ratio of costs to real money received by the advertiser.
Step number 1. Who to choose?
So, imagine that you met a person who constantly talks about himself and is completely not interested in your hobbies. Unpleasant, right? It is unlikely that you will want to continue your acquaintance and, especially, to have a relationship with him. With online shoppers the same story. Before advertising a product to every user of all social networks indiscriminately, you need to find out who they are - your customers?
Having met with the buyers of our online furniture store, we learned that these are wonderful people of 35–44 years old who are interested in posts on social networks on topics of family, business and entertainment. Most of them (45%) quickly make a purchase decision on their first visit to the site. Another 35% like to think from 12 to 30 days.
We got all this data using Google Analytics and Top.Mail.ru:
Age - segmenting site traffic in the Google Analytics Audiences report:
Decision time - in the Google Analytics Multi-Channel Funnels report in the Time to Conversion tab:
We took into account the interests of the audience when choosing communities in social networks, and the data on the decision time prompted the need for deferred demand. Remarketing can do the last thing.
By the way, admit at least deep down that no, no, yes, look at the partner of a friend or girlfriend? This is not scary, and in Internet marketing it’s even useful: don’t be too lazy to study data about the target audience of your competitors, using, for example, the analytics of the audience of VKontakte communities.
This can be viewed using the “Cerebro Target”, indicating a link to the competitor’s community, and in the “Database Filter” section.
Step number 2. Where to start the hunt?
So, you already imagine what kind of girl or young man you need. Now you need to understand where to look for them. It is unlikely that you will find a vegetarian in a meat restaurant, and an avid party-goer in a library. So, it's time to study the audience of the sites: that is, ask friends where they found a couple.
In our case, the choice fell on Odnoklassniki and My World, whose average age of users is 25–44 years.
Information about users of social networks was obtained from the blog and the “Statistics” section of Brand Analytics, and data on the advertising activity of competitors in social networks was obtained using the Pluerr Wildo service, where you can find ads by domain and keywords.
Step number 3. How to generate interest?
You can win the attention of one girl with a bouquet of flowers, it is better to invite others to the theater and introduce your mother, but remember that each of them wants to be surprised. It is understandable, because people are interested in everything unusual. Social network users are no exception.
A couple of years ago, text-graphic banners of 90 × 75 pixels in size were effective for promotion, but today it is a classic that will not surprise anyone. Most users no longer pay attention to them as pedestrians pass by a promoter distributing leaflets at the metro. Therefore, the CTR for such formats is, on average, 0.04%.
So we used the new native advertising format - widescreen banners of 1080 × 607 pixels, which were launched last year by Odnoklassniki, My World, and VKontakte behind them. This ad is adapted to the news feed of a social network, it is perceived by visitors as organic content and increases brand loyalty without causing irritation.
The format was effective: the average clickthrough rate reached 3%. With a minimum desktop bid of 3 rubles / click, coverage was 81% of the audience.
And if the girl’s success can be understood by her enthusiastic look or invitation to visit, then to evaluate the effectiveness of large-format banners, we built a graph that clearly demonstrates the results before and after loading large-format banners in advertising campaigns in the news feed.
As you can see, the expense has decreased, and the amount of traffic has increased significantly, due to an increase in the CTR of advertising campaigns.
Step number 4. How to prepare the right creative?
Trying to surprise a potential partner, the main thing is not to overdo it: not every young man wants to spend an evening on soap making courses. And then it's time to ask about the successful experience of friends, and in the case of advertising on social networks - competitors.
The response of the target audience to various combinations of images and text can be studied using the already mentioned Publer Wildo. Before developing our own creatives, we selected the category "Target @ mail", the tab "Web-feed" and set the following search conditions:
- and chose the most popular ads to study.
Step number 5. How not to miss a chance?
Imagine that after the first date, he or she does not call and does not agree to continue the relationship, and you have already planned the wedding. Need to regain interest! If decisive steps are necessary for this in personal life, then remarketing is enough to use in advertising on social networks.
We returned visitors who did not make a purchase using the Top counter. Mail.ru, in which they created scenarios for collecting audience:
And don't be afraid to experiment both in relationships and in remarketing. For example, we tested various combinations: we selected a group of users who viewed at least three pages of the site, visited a card of a popular product and a basket, but did not place an order.
These users were shown an ad with a call to complete the purchase of this particular product. As a result, remarketing coverage amounted to about 45% of all transactions.
Step number 6. What to entice?
Another way to return the attention of a girl or boy is to demonstrate the best qualities. Someone has a sense of humor, attentiveness and respect, but for online stores, of course - a product. In order to demonstrate it as efficiently as possible to visitors who left the site without an order, it is useful to use the dynamic remarketing tool.
It differs from the classic one in that it shows an advertisement of exactly the product that has been viewed. This offer will have a high conversion, because it meets the expectations of users. Reducing the cost of traffic and attracted orders will be a nice bonus.
By the way, dynamic remarketing is easy to manage, because ads are created automatically based on the price list (feed of goods). The only condition for working with it is a minimum of 100 units of goods.
If a girl or a young man appreciated your promotion, it should be a second date. In our case, to track the effectiveness of the advertising campaign, a Top.Mail.ru counter and a dynamic remarketing code were installed on each page of the site, which can be taken from MyTarget help in the corresponding section.
The result was coverage of 98% of users with a minimum cost of attracting 3 rubles / click and a high level of conversion of the Republic of Kazakhstan due to the maximum relevance of the offer.
On average, up to 30% of transactions by MyTarget source came from a dynamic remarketing tool.
Step number 7. How to get more?
So, all the previous steps have borne fruit, your partner is almost ready to connect life with you, or at least part of it. At this moment, the main thing is to consolidate success and go on the offensive from an unexpected angle. You can let a guy go to a party with an old girlfriend without suffering from bouts of jealousy, and ask the girl to introduce him to his parents.
If we talk about advertising on social networks, it’s worth adding to the existing audience of Odnoklassniki and My World VKontakte users - but only those who visit Mail.ru sites, for example, Lady Mail.ru, Real Estate Mail .ru ”or“ Auto Mail.ru ”.
To do this, collect the VKontakte user IDs using the well-known Cerebro Target service.
We chose ID collection strategies based on the following user interests:
After collecting the ID, we conducted a split test and showed an advertisement for an online store:
And what is the result?
Perhaps our tips will help you find your soul mate, but our main goal was to show how to launch a targeted advertising campaign on social networks:) and the results that it can bring.
In our case, the monthly income of the online store from advertising on social networks was able to increase 3 times (from 367 thousand rubles to 1,128 million rubles), and the DDR indicator was reduced from 18.6% to 10.6%.
Source: Cossa .
The material was prepared with the participation of Artyom Sova, head of the targeted advertising division of ArrowMedia (Kokoc Group).
We decided to draw an analogy with human relations and use their example to tell how to “fall in love” with a consumer. For an indicator of success in personal life, we take a serious relationship, and in targeted advertising on social networks, we take the share of advertising expenditure (DDR), which shows the ratio of costs to real money received by the advertiser.
Step number 1. Who to choose?
So, imagine that you met a person who constantly talks about himself and is completely not interested in your hobbies. Unpleasant, right? It is unlikely that you will want to continue your acquaintance and, especially, to have a relationship with him. With online shoppers the same story. Before advertising a product to every user of all social networks indiscriminately, you need to find out who they are - your customers?
Having met with the buyers of our online furniture store, we learned that these are wonderful people of 35–44 years old who are interested in posts on social networks on topics of family, business and entertainment. Most of them (45%) quickly make a purchase decision on their first visit to the site. Another 35% like to think from 12 to 30 days.
We got all this data using Google Analytics and Top.Mail.ru:
Age - segmenting site traffic in the Google Analytics Audiences report:
Decision time - in the Google Analytics Multi-Channel Funnels report in the Time to Conversion tab:
We took into account the interests of the audience when choosing communities in social networks, and the data on the decision time prompted the need for deferred demand. Remarketing can do the last thing.
By the way, admit at least deep down that no, no, yes, look at the partner of a friend or girlfriend? This is not scary, and in Internet marketing it’s even useful: don’t be too lazy to study data about the target audience of your competitors, using, for example, the analytics of the audience of VKontakte communities.
This can be viewed using the “Cerebro Target”, indicating a link to the competitor’s community, and in the “Database Filter” section.
Step number 2. Where to start the hunt?
So, you already imagine what kind of girl or young man you need. Now you need to understand where to look for them. It is unlikely that you will find a vegetarian in a meat restaurant, and an avid party-goer in a library. So, it's time to study the audience of the sites: that is, ask friends where they found a couple.
In our case, the choice fell on Odnoklassniki and My World, whose average age of users is 25–44 years.
Information about users of social networks was obtained from the blog and the “Statistics” section of Brand Analytics, and data on the advertising activity of competitors in social networks was obtained using the Pluerr Wildo service, where you can find ads by domain and keywords.
Step number 3. How to generate interest?
You can win the attention of one girl with a bouquet of flowers, it is better to invite others to the theater and introduce your mother, but remember that each of them wants to be surprised. It is understandable, because people are interested in everything unusual. Social network users are no exception.
A couple of years ago, text-graphic banners of 90 × 75 pixels in size were effective for promotion, but today it is a classic that will not surprise anyone. Most users no longer pay attention to them as pedestrians pass by a promoter distributing leaflets at the metro. Therefore, the CTR for such formats is, on average, 0.04%.
So we used the new native advertising format - widescreen banners of 1080 × 607 pixels, which were launched last year by Odnoklassniki, My World, and VKontakte behind them. This ad is adapted to the news feed of a social network, it is perceived by visitors as organic content and increases brand loyalty without causing irritation.
The format was effective: the average clickthrough rate reached 3%. With a minimum desktop bid of 3 rubles / click, coverage was 81% of the audience.
And if the girl’s success can be understood by her enthusiastic look or invitation to visit, then to evaluate the effectiveness of large-format banners, we built a graph that clearly demonstrates the results before and after loading large-format banners in advertising campaigns in the news feed.
As you can see, the expense has decreased, and the amount of traffic has increased significantly, due to an increase in the CTR of advertising campaigns.
Step number 4. How to prepare the right creative?
Trying to surprise a potential partner, the main thing is not to overdo it: not every young man wants to spend an evening on soap making courses. And then it's time to ask about the successful experience of friends, and in the case of advertising on social networks - competitors.
The response of the target audience to various combinations of images and text can be studied using the already mentioned Publer Wildo. Before developing our own creatives, we selected the category "Target @ mail", the tab "Web-feed" and set the following search conditions:
- Keyword "sofa";
- Ads placed over 5 days in the past month.
- and chose the most popular ads to study.
Step number 5. How not to miss a chance?
Imagine that after the first date, he or she does not call and does not agree to continue the relationship, and you have already planned the wedding. Need to regain interest! If decisive steps are necessary for this in personal life, then remarketing is enough to use in advertising on social networks.
We returned visitors who did not make a purchase using the Top counter. Mail.ru, in which they created scenarios for collecting audience:
- Viewing three or more pages of the site - to return the most interested visitors to the site;
- Cart visit - to return the highest conversion users who visited the cart but did not place an order until the end;
- View a certain category of goods (sofas, living rooms, bedrooms);
- Visiting the card of the top product, which is most often bought - to demonstrate an ad with this particular product;
- Making a purchase - to exclude from advertising campaigns aimed
- to attract new customers, as well as for upsale (resale) advertising campaigns.
And don't be afraid to experiment both in relationships and in remarketing. For example, we tested various combinations: we selected a group of users who viewed at least three pages of the site, visited a card of a popular product and a basket, but did not place an order.
These users were shown an ad with a call to complete the purchase of this particular product. As a result, remarketing coverage amounted to about 45% of all transactions.
Step number 6. What to entice?
Another way to return the attention of a girl or boy is to demonstrate the best qualities. Someone has a sense of humor, attentiveness and respect, but for online stores, of course - a product. In order to demonstrate it as efficiently as possible to visitors who left the site without an order, it is useful to use the dynamic remarketing tool.
It differs from the classic one in that it shows an advertisement of exactly the product that has been viewed. This offer will have a high conversion, because it meets the expectations of users. Reducing the cost of traffic and attracted orders will be a nice bonus.
By the way, dynamic remarketing is easy to manage, because ads are created automatically based on the price list (feed of goods). The only condition for working with it is a minimum of 100 units of goods.
If a girl or a young man appreciated your promotion, it should be a second date. In our case, to track the effectiveness of the advertising campaign, a Top.Mail.ru counter and a dynamic remarketing code were installed on each page of the site, which can be taken from MyTarget help in the corresponding section.
The result was coverage of 98% of users with a minimum cost of attracting 3 rubles / click and a high level of conversion of the Republic of Kazakhstan due to the maximum relevance of the offer.
On average, up to 30% of transactions by MyTarget source came from a dynamic remarketing tool.
Step number 7. How to get more?
So, all the previous steps have borne fruit, your partner is almost ready to connect life with you, or at least part of it. At this moment, the main thing is to consolidate success and go on the offensive from an unexpected angle. You can let a guy go to a party with an old girlfriend without suffering from bouts of jealousy, and ask the girl to introduce him to his parents.
If we talk about advertising on social networks, it’s worth adding to the existing audience of Odnoklassniki and My World VKontakte users - but only those who visit Mail.ru sites, for example, Lady Mail.ru, Real Estate Mail .ru ”or“ Auto Mail.ru ”.
To do this, collect the VKontakte user IDs using the well-known Cerebro Target service.
We chose ID collection strategies based on the following user interests:
- Subscription to a brand group;
- Subscription to groups of competitors;
- Subscription to thematic groups (furniture, family)
After collecting the ID, we conducted a split test and showed an advertisement for an online store:
- Users who are in at least three thematic groups (the segment is selected based on the increased interest of people in the product);
- For competitors and brand community members (segment selected because users are preparing to purchase).
- To users who have been active in the community (likes, reposts) over the past 14-30 days (the segment is selected, therefore the offer is most relevant for this group of people). Targeting by user ID "VKontakte" brought an additional 5-7% to advertising revenue in MyTarget.
And what is the result?
Perhaps our tips will help you find your soul mate, but our main goal was to show how to launch a targeted advertising campaign on social networks:) and the results that it can bring.
In our case, the monthly income of the online store from advertising on social networks was able to increase 3 times (from 367 thousand rubles to 1,128 million rubles), and the DDR indicator was reduced from 18.6% to 10.6%.
Source: Cossa .
