Looksize is a Ukrainian company that has introduced its vision to the world of fashion by creating a unique solution - an online fitting room for online stores. The purpose of this feature is to reduce the number of returns of clothes, due to the wrong size, and increase sales.
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Virtual Fitting Room for the Ecommerce Fashion Stores
To attract new online stores, we decided to use Facebook Ads. Demonstrating the benefits of online fitting, we won't only be able to connect new customers, but also improve the recognition of the Looksize brand.
First of all, Facebook Pixel was created on the Looksize website to track user actions, as the ad was divided into two countries: Ukraine and Canada. Therefore, conversion settings will also be divided into two parts: settings for the Ukrainian and Russian versions of the site - audience from Ukraine and for English - audience from Canada. This allowed retargeting companies to scale as accurately as possible to both countries, which are completely independent of each other.
Also, to increase conversions on the site, changes were made that simplified the registration process.
When we had set up tracking of customer actions on the site, we moved on to developing a strategy and funnel for starting advertising.
In this case, Looksize already had a base of potential customers to whom it would like to offer its services, but also to expand your business and attract new customers. One of the advertising campaigns was launched as a retargeting to a full customer base, which was previously downloaded as a Customer list. In addition to direct retargeting, a Look-a-Like audience was created from a database that was used to launch a separate advertising campaign with a different creative.
To set up and run cold advertising the audience was pre-selected by age, key interests, and with a specific daily budget. The advertising funnel looked like this:
- The cold advertising campaign gathered potential customers who have their online store, which, in turn, were added to the database
- Looksize's customer database was uploaded to Facebook and used to launch a retargeting campaign
- An advertising campaign has been set up for the updated Look-a-Like audience from the database
- A separate campaign was retargeting for events that were tracked on the site using Facebook Pixel
The next step was to study the results of advertising for further adjustment and scaling by the key indicators of Facebook Ads (coverage, impressions, CPC, frequency, etc.). Seeing that Facebook Ads was performing well, it was decided to expand its search audience for new customers and start ads on Google Ads.
When we had identified the company's goals, it was decided to launch advertising campaigns aimed at Ukrainian and Canadian consumers, respectively. We collected individual semantic cores, divided them according to intentions, wrote unique text ads, and launched advertising campaigns. Each was targeted to maximize targeted traffic and had a maximize clicks betting strategy.
As the Ukrainian market turned out to be small and clear, we didn't set a price limit (to cover the whole market). This allowed us to cover 72% of the Ukrainian market.
The graph shows the work of our advertising campaign for 3 months. Advertising costs approximately UAH 2,000, we received 415 clicks with an average cost-per-click of UAH 5.48.
At the same time, search advertising in Canada had a blurred market and we needed to delineate its boundaries. The maximum bid limit is 4.5 CAD. Within the existing budget, we covered 82% of the market.
Having analysis of the work of all advertising campaigns, the site has been repeatedly amended to increase registrations. We currently have several online store connections per week and regular events that correspond to Facebook Ads and Google Ads. The next steps are to accumulate a database of already connected customers and on their basis to create Look-a-Like advertising campaigns and further scale advertising and create new funnels for their launch.
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