1,720 orders with a ROAS of 3.71. Niche: confectionery sales
1,720 orders with a ROAS of 3.71 in the confectionery niche
Key project metrics
Who the client is
A Ukrainian online confectionery store that wanted to increase sales through its website. The main requirement was to hold the cost per sale at $4 or better.
What the client needed
Increase sales through the website, keep the cost per sale no higher than $4 and achieve sustained ROAS growth. Working period: August 2024 — present, budget $6,500.54.
What we did
A comprehensive marketing strategy
We developed differentiated communication for each funnel stage (ToF, MoF, BoF) with hypotheses about the audiences. Offers and promotions were agreed with the client.
Competitor analysis
We researched competitors’ popular products, pricing, USPs and ad creatives to define the positioning.
Product feed and creatives
We created an automated product feed and developed static layouts, video reviews and product unboxings.
Testing ad formats
We tested static creatives, video and Instant Experience. We found the product catalog gave the lowest cost per sale while holding CPM and CPC.
Audience segmentation and targeting
We identified the most promising audiences: broad 28-64 and a 1% LAL of the buyer base. Interest-based audiences showed worse profitability.
Retargeting and optimization
We introduced retargeting campaigns for users who had engaged with the ads. Profitable campaigns were scaled, unprofitable ones switched off.
Results achieved
What it gave the client
The comprehensive approach achieved 1,720 orders with a ROAS of 3.71 and held the cost per sale at $3.78. The product catalog proved the most effective format, delivering the best balance of cost and conversions.
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