WEDEX implements dynamic synchronization of the product feed. We minimize the display of sold-out shoe sizes and models as much as possible, preventing budget drain on outdated inventory. By implementing Custom Labels, we segment campaigns by margin, seasonality, and best-sellers. This allows Meta and TikTok algorithms to focus on high-margin items, maximizing the online store’s ROAS and controlling costs.
Implementing server-side tracking via Meta CAPI and the TikTok Events API minimizes data loss caused by ad blockers and iOS restrictions. Sending events directly from the website’s backend ensures algorithm optimization accuracy of up to 98%. This helps reduce the cost per acquisition (CPA) and improves the quality of retargeting audiences.
Scaling in the footwear niche is built on Advantage+ Shopping Campaigns and TikTok Video Shopping Ads. We avoid manually narrowing down interests, which artificially increases CPM. Instead, we use Broad Targeting, where the algorithm independently finds buyers through relevant creatives and product displays. Integrating the product catalog into the video allows users to navigate to a specific size’s product page with a single click, speeding up the path to purchase.
We’re shifting campaign optimization to a Value (ROAS) strategy, prompting the algorithms to target customers with high average order values and a tendency to place multi-item orders. Automated rules manage budgets in real time, pausing underperforming ad sets and scaling up campaigns with high LTV. This mitigates the impact of seasonal fluctuations in footwear demand and ensures a stable return on marketing investment.
Social Media Marketing means promoting a brand, product, or service by creating and managing social media groups or communities, paid advertising, audience engagement, and analyzing results to improve engagement and convert visitors into real customers.