P. S. Need to advertise a physical product?
We can take on this task: we’ll prepare creatives, select suitable placements for advertising and optimize advertising so that the number of sales of goods/tickets to events increases.
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Case:
Profitability:
Timeline:
Collected leads:
Niche:
In June 2021, our team started a partnership with Farolero, a team of theatrical tour organizers.
The format of Farolero’s work is very unusual: evening walking tours with quest solving elements and theatrical performance, while the tour participants become a part of this.
The aim was to increase the number of tickets sold. To achieve this, it was necessary to make traffic at a reasonable price.
The experience of working with such a niche was new to us, but we coped and achieved a ROMI of 272% in August. The way in which we achieved this is described below.
Initially, we were unable to find creatives that could make positive results. We created many banners and texts, but there were no purchases, ROMI was only 59%.
After conducting the analysis we noticed that simple messages on banners and texts of medium volume work for this niche.
We have changed our approach, and it worked. As a result, in July ROMI grew to 188%, and in the first half of August, the figure was 272% and continues to grow.
A few examples of banners that worked best:
Farolero was launched in different cities, so using the same audience for all was not always relevant.
For example, interests like “travel”, “history”, and audiences like family people and parents worked for all cities, but beyond that, we had to test.
Even having a lot of experience in the past, we only implemented analytics, optimization codes, and Google Pixels. With this client, it was important to monitor the analytics and optimize not only the website but also the internal ticketing system, as the goal was to sell tickets.
By implementing these tools, we started tracking the metrics we needed, which helped us optimize the results for them.
Farolero had search advertising set up on Google, but initially for “traffic”. We reconfigured the same advertising campaigns for higher priority targets – “conversion”, “purchase”, “add a product to cart”.
Our team also linked the client’s Google Adwords with Google My Business, a free Google service that shows the company’s contact information in search and on maps. We added more information about the company: address, phone number, photos, extensions, thereby increasing the click-through rate – CTR – from 5% to 8-13% in different cities.
Before:
After:
By running ads on Farolero’s profile on Google My Business, we were able to increase the number of customers as well
From an initial ROMI of 59% in June, we were able to achieve 272% in the first half of August.
In June, ROMI was 105-134%:
In July, it was already 332%:
For the first half of August, we had a 488% ROMI and we are seeing an upward trend:
To find messages that work, conduct a niche analysis: what already works for competitors and for similar products. Also, create as many creatives as possible to find the optimal results for the banner+text combination.
Optimize and track metrics relevant to the task. For example, if the objective is to sell tickets, the goals for advertising and analytics could be “purchase” and “add to cart.
Use more sources to attract traffic, such as the Google My Business tool
P. S. Need to advertise a physical product?
We can take on this task: we’ll prepare creatives, select suitable placements for advertising and optimize advertising so that the number of sales of goods/tickets to events increases.
Order a commercial