Initial data
Promotion region
United States
Niche
Women's sportswear
Advertising type
For a wide audience, based on interests
Whole works
- /01Increase sales
- /02Reduce the cost per lead
- /03Build brand loyalty
Issues and strategy
The problem
The store had already been working with Facebook and Instagram Ads, but the results were becoming less stable and the cost of attracting customers was increasing. They needed to find an additional sales channel that would allow them to reach a new audience, reduce the average purchase price, and increase sales.
Overall strategy
Focus on short videos showing products in action (training, everyday use).
Segment audiences by interests (fitness, healthy lifestyle, sportswear) and work with lookalike audiences based on buyers and website visitors.
Combine cold traffic (new users) with retargeting for those who have visited the site or added a product to their cart.
Run separate campaigns for promotions and seasonal discounts to encourage quick purchases.
What has been done
- TikTok Pixel was set up to track purchases on the website and integrated with CRM.
- An advertising account structure was created, divided into cold audience, LAL, and retargeting.
- Over 15 creatives were launched in UGC video format, demonstrating the product range and benefits.
- Several payment models (CBO and ABO) were tested and the most effective one was selected for scaling.
- Campaigns were continuously optimized based on CPA and ROAS metrics, and ineffective ad groups were disabled.
Results
| Options | At the beginning of work | After 1 month | Difference |
|---|---|---|---|
| Reach | |||
| Reach | 0 | 1219545 | - |
| Number of sales | |||
| Number of sales | 0 | 3925 | - |
| Cost Per Lead (CPL) | |||
| Cost Per Lead (CPL) | 0 | 24,94$ | - |
| Sales amount | |||
| Sales amount | 0 | 214914,65$ | - |
| ROAS | |||
| ROAS | 0 | 2,2 | - |