contextual advertising
Firusas
Online store of fashionable women's clothes
Firusas - discover the world of new fashionWell-known fashion boutique brand in Austria operating since 1985 with a network of 7 stores throughout the country. Presents the latest collections of Dorothee Schumacher, Max Mara, Fabiana Filippi, Lisa Yang, Akris Punto, Veja, Proenza Schouler, MSGM, Marni, Colville, Bogner, MM6 Maison Margiela, Missoni, Yuzefi and many more. After 30 years, the company decided to open an online store and dress people all over Europe.
task:The company made a strategic decision to go online. Start with an online store for the German market, build marketing processes and scale to the European market along with Farfetch, Net-a-Porter, MyTheresa.
It is necessary to create a promotion strategy, stabilize monthly online sales.
Set up end-to-end analytics with LTV optimization.
initial data:We started working at a time when the company was independently engaged in the development of marketing in the digital space. The existing traffic sources included Google Shopping, Adwords, Facebook, Instagram, MailChimp and thematic marketplaces.
We could not compete on budget with competitors in the broadest sense. Competitors gave too high rates for coding requests, which we could not afford. That is why we decided to advertise on the highest conversion requests and interrupt competitors with a bid in narrow categories.
Display advertising was transferred from a wide format to dynamic remarketing and work with audiences.
what we did:1. Development of an advertising strategy
Based on the results of studying existing advertising companies, we identified their main problems.
The first and main mistake was the lack of end-to-end analytics and understanding of the payback of advertising. The ad was set to get the maximum number of impressions for targeted queries, at any cost, without manual optimization. As a result, for some keywords, the conversion cost reached $300. The sale price was too high, due to the specifics of the market. Attracting a unique client turned out to be unprofitable, so we focused on LTV optimization and customer retention.
2. Working with audiences
We set up advertising campaigns for lesser known brands to eliminate high competition in auctions with giant competitors.
We set up advertising exclusively by the brand name + the name of the thing.
Google Shopping was immediately categorized to simplify optimization and performance management.
3. Ad optimization
We were engaged in manual optimization of the main traffic and sales channels, which were Google Adwrods, Shipping, Facebook, Instagram. We managed to reduce the cost of sale by 30% and increase the conversion on the site by 0.4% due to the development of advertising cabinets.
Having received a traffic share of 70% for key brands, we began to expand advertising for the rest of the brands represented in the store. The strategy paid off and we set up ads for new items every day.
At the same time, the sale price fell every week.
результаты:
150 days
duration of the project
2266
number of sales per period
$ 15,7
average cost of an application
€ 340
average revenue per sale
similar projects
FIRUSAS Online store for designer clothes
Security and safety Private security company
Not sure which promotion is right for you?Sign up for consultation!
Ganzhaman EvgeniyDirector of the G-tuning company
I trusted more than two years ago and have never regretted it. We are constantly at work. They have already created 2 websites for me, helped with the design of pages in social networks, developed a style, we constantly print promotional products. Now we are working closely on promotion in Google. I recommend!
see full review
Shevchenko RustamDirector of ION SOLAR
We were looking for an agency to advertise on Google. This agency was recommended by a friend. With the guys quickly agreed on the price and timing. We have been working for half a year, everyone is happy. Initially, they came only for advertising, now we are working more closely. In addition to advertising, we have already made a second site, in the process of setting up end-to-end analytics.
They do a good job and honestly, I recommend.
see full review
Julia NovikHead of Marketing Department Magr Auto
We thank the marketing agency - PODA AGENCY for the work done. In practice, professionalism in setting up and maintaining GA was shown. The RK was created quickly and within the stated time frame. The results were visible from the first week. I recommend!
see full review
Olga BushayNails Art Beauty Salon Owner
I am satisfied with the development of the site. I really liked the proposed design. All desired nuances are taken into account. Delivered within the stipulated time frame. After that, I repeatedly applied for the necessary current changes.
see full review
Roman SuknitskyDirector of Truck Expert
I've been working with guys for 2 years now. We made a very high quality website and set up advertising in Google. Thanks to their work, he brought a new direction to profit during the year.
see full review