Maximizing conversion value in the fashion industry
Case study.
Maximize conversion value
Focus on specific brands / products by season
Effective use of a large advertising budget
Challenges
Reach an affluent target group interested in buying luxury goods
Implement activities after the release of iOS 14, when most customers are using this or a newer version
Strategy
Optimization for value
In order to budget effectively, we tested a bidding strategy such as "ROAS Target," which worked great in the catalog campaign, yielding 2x the ROAS set as the minimum.
Using groups of similar audiences on a value basis
When creating groups of similar audiences, we use the option of value-based groups. This increases the likelihood of reaching people who are willing to spend more.
Supplement advertising formats with video
In order to exploit the maximum potential of the creative layer of advertising activities, we supplemented the campaigns with video creations, which is definitely a premium format and works well in sales campaigns.
Scaling high performing campaigns
With the goal of maximizing conversion value, we gradually increase the budget and expand target groups for stable campaigns with above-average ROAS and low cost-per-acquisition.
