Flowers and Autostrategies: How We Increased Sales in an Online Flower Shop by 30%
Posted: Tue Dec 17, 2024 4:21 am
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May 25, 2022 3:04 PM
Flowers and Autostrategies: How We Increased Sales in an Online Flower Shop by 30%Svetlana Kovaleva
Evangelist at R-broker
Content:
What was at the start
Autostrategy will cope better phone number database Competitors do not sleep Result Summary
Once upon a time, there was an online flower shop. Good marketers worked on its promotion, they created campaigns for all types of clients, worked out all the ad formats and keywords as well and in detail as possible. The advertising budget was not limited by anything except the CPO (cost of acquiring a transaction) ceiling of 2700 rubles.
The store manager planned to expand the geography of the business and open points of sale in Rostov-on-Don and Novosibirsk. But to do this, it was necessary to increase sales by at least 20%. The problem was that marketers did not know how to scale the result without inflating the cost of the transaction. Therefore, the customer contacted R-broker. In two months, we changed the approach to managing advertising campaigns and increased the number of sales by 28% (from 51.69 to 71.87 per day), while reducing CPO by 3%. How we did it - read in the case below.
What was at the start
Before us, in-house specialists were engaged in the client's advertising. They created campaigns of all types suitable for the client's business:
search network,
dynamic ads,
smart campaigns,
shopping campaigns,
smart shopping campaigns,
mobile app advertising
We worked through all ad formats (expanded, adaptive, dynamic, media), and registered extensions. We took into account all possible keywords in the semantic core of the campaigns. The customer's marketers optimized the advertising campaigns for the strategy "Manual bid management with a cost per conversion optimizer", since they believed that campaigns with manual bid management show the best results.
These are the results the campaigns showed:
Results before (01.09 - 29.09)
Consumption/day RUB 141,644
Conv./day 51.69
CR 6.74%
CPO 2 740 rub
In-house marketers did not know what else could be done to get more orders from Google search. They could get more than 50 conversions per day only by increasing the CPO (cost of attracting a deal), but the client's business model did not allow attracting buyers for more than 2,700 rubles.
We needed to find options for managing advertising campaigns to increase the number of conversions by at least 20% within a month and not exceed the specified cost of attracting a buyer.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
Autostrategy will do better
We analyzed the client's campaigns and made sure that the marketers had really done a good job of them. We were at risk of failing to cope with the task - it seemed that there was nothing left to optimize.
But we had an ace up our sleeve. Manual bid management was once the best way to manage search campaigns. Now, search engine algorithms can handle this task much better than humans.
Autostrategies are not an autopilot that takes you where you need to go. To set them up correctly, you need high qualifications, thoughtful work and nerves of steel.
In order for the algorithm to find the necessary connections between the purchase and the audience's behavior, it is necessary to have as many target conversions as possible. The larger the array of data about the audience and its behavior, the more accurately and quickly the algorithm will begin to show the result.
What we changed in the customer's campaigns
We assigned a bid strategy with a target conversion price of 2,700 rubles. This met the client's business requirements and was consistent with previous advertising campaign statistics. There was a temptation to try to "knock down" the cost of attracting a deal and lower the cost of the goal, but Google does not recommend doing this. The algorithm may not find the target audience at all.
The target action chosen was the goal "Transactions" — payments. Microconversions (go to cart, registration) should only be used if there are less than 20 purchases per week. The client's previous campaigns yielded 50 payments per day, which was enough to train the algorithm.
Google Ads has the ability to combine campaigns into "packages". The more data the system has, the faster it will "learn" and find the target audience to display ads to. We immediately followed Google's recommendations and combined campaigns into packages. The result appeared in just 11 days:
Results up to (09/01/29/09) Results of the test of hypothesis 1 (30.09-11.10)
Consumption/day RUB 141,644 RUB 176,032
Conv./day 51.69 69.07
CR 6.74% 8.67%
CPO 2 740 rub. 2 548 rub.
The use of a batch auto strategy helped to increase the number of requests by 25% and reduce CPO by 7%. The goal was achieved.
Competitors don't sleep
It is not enough to conquer the throne, you need to hold it. Competitors do not stand still and also work on their campaigns. Therefore, we daily monitored the dynamics of the number of transactions and their cost using analytics counters and platform reports.
We have compiled a list of the most significant requests, which received the most requests and spent the largest portion of the budget. For example:
flowers with delivery Moscow,
order flowers msk,
flowers bouquets msk,
ordering bouquets Moscow, etc.
And we looked at what kind of advertising competitors were doing for these queries, compared it with what our ads were saying. When we started working on the project, our ads were stronger than our competitors, but they worked on their mistakes. We offered delivery in 24 hours, they offered it in 3 hours. Our bouquets started at 3,590 rubles, and theirs at 1,500 rubles.
What we changed in the ads
To maintain the result, we consulted with the customer and adjusted the texts of our ads. The customer was able to arrange delivery in a shorter time, and we put forward a hypothesis that not all people pay attention to the number of roses in a bouquet, but focus on its final cost. Here is how we adjusted the offer:
It was: “Flower delivery in Moscow in 24 hours. 101 roses - from 3590 ₽”;
It became: “Order flowers with delivery from 2 hours in Moscow. 41 roses - from 1990 ₽.”
May 25, 2022 3:04 PM
Flowers and Autostrategies: How We Increased Sales in an Online Flower Shop by 30%Svetlana Kovaleva
Evangelist at R-broker
Content:
What was at the start
Autostrategy will cope better phone number database Competitors do not sleep Result Summary
Once upon a time, there was an online flower shop. Good marketers worked on its promotion, they created campaigns for all types of clients, worked out all the ad formats and keywords as well and in detail as possible. The advertising budget was not limited by anything except the CPO (cost of acquiring a transaction) ceiling of 2700 rubles.
The store manager planned to expand the geography of the business and open points of sale in Rostov-on-Don and Novosibirsk. But to do this, it was necessary to increase sales by at least 20%. The problem was that marketers did not know how to scale the result without inflating the cost of the transaction. Therefore, the customer contacted R-broker. In two months, we changed the approach to managing advertising campaigns and increased the number of sales by 28% (from 51.69 to 71.87 per day), while reducing CPO by 3%. How we did it - read in the case below.
What was at the start
Before us, in-house specialists were engaged in the client's advertising. They created campaigns of all types suitable for the client's business:
search network,
dynamic ads,
smart campaigns,
shopping campaigns,
smart shopping campaigns,
mobile app advertising
We worked through all ad formats (expanded, adaptive, dynamic, media), and registered extensions. We took into account all possible keywords in the semantic core of the campaigns. The customer's marketers optimized the advertising campaigns for the strategy "Manual bid management with a cost per conversion optimizer", since they believed that campaigns with manual bid management show the best results.
These are the results the campaigns showed:
Results before (01.09 - 29.09)
Consumption/day RUB 141,644
Conv./day 51.69
CR 6.74%
CPO 2 740 rub
In-house marketers did not know what else could be done to get more orders from Google search. They could get more than 50 conversions per day only by increasing the CPO (cost of attracting a deal), but the client's business model did not allow attracting buyers for more than 2,700 rubles.
We needed to find options for managing advertising campaigns to increase the number of conversions by at least 20% within a month and not exceed the specified cost of attracting a buyer.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
Autostrategy will do better
We analyzed the client's campaigns and made sure that the marketers had really done a good job of them. We were at risk of failing to cope with the task - it seemed that there was nothing left to optimize.
But we had an ace up our sleeve. Manual bid management was once the best way to manage search campaigns. Now, search engine algorithms can handle this task much better than humans.
Autostrategies are not an autopilot that takes you where you need to go. To set them up correctly, you need high qualifications, thoughtful work and nerves of steel.
In order for the algorithm to find the necessary connections between the purchase and the audience's behavior, it is necessary to have as many target conversions as possible. The larger the array of data about the audience and its behavior, the more accurately and quickly the algorithm will begin to show the result.
What we changed in the customer's campaigns
We assigned a bid strategy with a target conversion price of 2,700 rubles. This met the client's business requirements and was consistent with previous advertising campaign statistics. There was a temptation to try to "knock down" the cost of attracting a deal and lower the cost of the goal, but Google does not recommend doing this. The algorithm may not find the target audience at all.
The target action chosen was the goal "Transactions" — payments. Microconversions (go to cart, registration) should only be used if there are less than 20 purchases per week. The client's previous campaigns yielded 50 payments per day, which was enough to train the algorithm.
Google Ads has the ability to combine campaigns into "packages". The more data the system has, the faster it will "learn" and find the target audience to display ads to. We immediately followed Google's recommendations and combined campaigns into packages. The result appeared in just 11 days:
Results up to (09/01/29/09) Results of the test of hypothesis 1 (30.09-11.10)
Consumption/day RUB 141,644 RUB 176,032
Conv./day 51.69 69.07
CR 6.74% 8.67%
CPO 2 740 rub. 2 548 rub.
The use of a batch auto strategy helped to increase the number of requests by 25% and reduce CPO by 7%. The goal was achieved.
Competitors don't sleep
It is not enough to conquer the throne, you need to hold it. Competitors do not stand still and also work on their campaigns. Therefore, we daily monitored the dynamics of the number of transactions and their cost using analytics counters and platform reports.
We have compiled a list of the most significant requests, which received the most requests and spent the largest portion of the budget. For example:
flowers with delivery Moscow,
order flowers msk,
flowers bouquets msk,
ordering bouquets Moscow, etc.
And we looked at what kind of advertising competitors were doing for these queries, compared it with what our ads were saying. When we started working on the project, our ads were stronger than our competitors, but they worked on their mistakes. We offered delivery in 24 hours, they offered it in 3 hours. Our bouquets started at 3,590 rubles, and theirs at 1,500 rubles.
What we changed in the ads
To maintain the result, we consulted with the customer and adjusted the texts of our ads. The customer was able to arrange delivery in a shorter time, and we put forward a hypothesis that not all people pay attention to the number of roses in a bouquet, but focus on its final cost. Here is how we adjusted the offer:
It was: “Flower delivery in Moscow in 24 hours. 101 roses - from 3590 ₽”;
It became: “Order flowers with delivery from 2 hours in Moscow. 41 roses - from 1990 ₽.”