There is an unwritten rule in our industry: Don’t do marketing if you are afraid of challenges. And as we are definitely not afraid, we got in touch with the brand Nuvix, which needed to make its e-shop visible on social networks in the shortest possible time and thus find out if its business makes sense. We have known for a long time that we are efficient. But the fact that we launch a campaign within 48 hours of offer approval, and not just in Meta, is definitely worth mentioning.
A small brand in a big puddle
Nuvix is a small brand with a focus on pet supplies and home accessories. It has a large selection of interesting products, but also a lot of competition among e-shops like Alza, Mall or the current tornado called Temu. That’s why it was clear from the beginning that performance and efficiency would be the keywords of the whole campaign.
I work, you work, we work
So what did we accomplish in 48 hours? First of all, we created and branded client’s Facebook and Instagram profiles to link them to the new business account. This, along with the advertising account, will remain in their possession even after our collaboration ends – unfortunately something that is not a given in our business.
Next, we deployed Meta pixel, an analytics tool that tracks visitor activity on the site, which is already a must-have for every e-shop, and we created a product catalog in Meta, to which we connected a feed from Shopify. An essential step was to divide the products into two categories, Kitchen and Pets. These were then promoted in separate campaigns targeted at acquiring new clients. And hand in hand with that came the gathering of the audience for the following remarketing.
Time is good, what’s next?
We created an account in Google Merchant Center and Google Ads, connected it to the product feed in Shopify just like Facebook and Instagram, and launched a Performance Max campaign with the client’s products and our new creative assets. A simultaneous PLA campaign ran alongside it, which served as a comparison campaign against PMax.
Thus, we set up the necessary accounts and connected the payment cards, set up targeting, created different types of creatives, and during the monthly management we solved all the corrections operatively. Of course, we can’t reveal the exact results, but we do have a few findings that may be of interest to you.
Knowledge shared is knowledge doubled
Up to 58% of all traffic came from Meta Ads, implying strong audience engagement from social networks. This confirms that this format is a suitable tool for a user’s first contact with a new brand. After all, the ads in Meta were an initial assignment from the client.
Campaign Budget Optimization campaigns, especially for the All Products and Pet Supplies assemblies, delivered high reach and low cost-per-click. Therefore, it makes sense to continue testing a broader catalog of products against a narrower selection to find the optimal combination of products that maximizes click-through rates and conversions.
29% of product cart insertions ended in a purchase, showing another part of the purchase funnel with opportunities for optimization by improving the user experience during the checkout process and addressing any barriers to purchase completion.
The conversion rate itself only confirmed the cautious shopping behaviour of Slovaks, who probably decided to test the new e-shop first, including payment, delivery and quality of goods. That’s why part of the efforts of e-commerce clients must always be directed towards brand building.
Unsurprisingly, the Performance Max campaign outperformed the comparative PLA campaign in Google Ads. That’s why we’ve already replaced it with search campaigns. These, using both exact and broad match keywords, will help to better control traffic in the final stages of the advertising funnel. Ugh, did you read this far? Apparently we have a similar passion for statistics and numbers.
Two factors of success
What has contributed to such a stunt? The first crucial thing was that the Nuvix e-shop runs on Shopify platform, which allowed us to fast connect all feeds with advertising systems. The second factor was a human one. We couldn’t have done any of this with such ease if it weren’t a client who trusted us and gave us absolute freedom in copywriting and creating PPC campaigns. A joy to work with!
Do you have another challenge in your drawer that we could tackle? Do you have another challenge in your drawer that we could tackle? Bring it to hello@mantra22.com.
