Choosing and buying shoes requires time, multiple try-ons and a well-considered decision. After all, shoes are the basis of a wardrobe and an important aspect of foot health.
Selling shoes through social networks is a complex task that encompasses a lot of aspects that must be taken into account when launching campaigns. Below is one of the most successful projects targeting specialists at Panem have been working on.
Strengths: a large choice of footwear, high quality of products
Weaknesses: prices for shoes higher than average, limited advertising budget, e-commerce issues due to the site’s specific functionality.
THE PROCESS
- Google Tag Manager. We created dynamic variables to monitor the conversion value, shoe model, size, and other parameters.
- We created universal triggers to react to certain tags.
- We set up tags to transfer conversion values to analytics and Facebook Events Manager.
To transfer conversion values as well as for e-commerce projects, it’s critical to include:
- View Content
- Add to cart
- Purchase
In case any of these tags isn’t triggered by the proper trigger, e-commerce might fail to work.
To withdraw and set up any dynamic variables, you need to work with the data. These parameters are absolutely different for different websites and projects, and it’s very important to identify and set them up in a proper way.
- We set up standard and custom events:
- phone number clicks
- social links clicks
- adding to favorites
- viewing locations, etc.
- We used Microsoft Clarity to understand user interaction with the site (a path from adding an item to the cart to placing an order). We connected Clarity with analytics to review sessions that led to conversions and better analyze user behavior on the site.
6. We set goals in Google Analytics. When creating analytics, we immediately created two resources — Analytics 3 and Analytics 4.
- In Business Manager, we created all possible audiences options for remarketing:
- based on events
- general, by pages and site
- We created look-a-like audiences based on remarketing.
- We designed a technical assignment for the development of a product feed. Once we received the product feed, we checked it and uploaded it to the Commerce Manager. We created various sets for audience segmentation.
RESULTS
Detailed data on the target audience, settings, budgets, and types of campaigns are not provided due to commercial confidentiality.
The summer period was transitional and the campaigns were aimed at maintaining the image and brand awareness. Active shopping campaigns started in the fall.
SEPTEMBER 2022
OCTOBER 2022
NOVEMBER 2022
From September to November, the client received 485 purchases, which is an average of 5 purchases per day.
To calculate ROAS, we took the revenue for the entire period (3 months), divided it by expenses for the entire period (3 months), and got 15.
So, for every $1 invested in advertising, the client received $15 in revenue.
CONCLUSION
What is the secret of such success?
In fact, everything is very simple and clear.
The client completely entrusted us with their business, listened to the targeting specialists’ advice and opinions, which were based on the experience launching multiple projects. The client had also been running Google Ads, which was a significant advantage since we could use these audiences for remarketing and close conversions.
We set up Tag Manager, elaborated on audiences, tested various hypotheses and strategies, worked with different placements and product groups, which helped achieve spectacular results.
If you know how, where, and who to show your ads to, you’ll reach your goals.
And our case proves that.
