Goals, tasks, KPI

The global goal

Launch the MebelVia app on the market, attract paying audience.

Promotion start

Considered that the mobile app started as a completely new sales channel for the client, the desired KPI was calculated at a later stage during active advertising campaigns.

KPI

Promotion expenses share — 40%

Advertising campaigns Audience
  • Age range 30-55 years old
  • Lookalike audience
    • Goals
  • add-to-cart
  • purchases
    • Narrow targeting by interests Table, chair, living room, bed, online purchases, repairs, home improvement, ikea, leroy merlin, furniture, sofa.

    Optimization mechanisms of the advertising campaigns
  • We narrowed the targeting, set up lookalike audiences and campaigns with detailed interests;
  • Optimized the end goals and campaign indicators: add to cart or purchase;
  • Monitored customer’s LTV and tried different approaches in the creatives;
  • Took into account inner optimization mechanisms on Facebook – sometimes the campaign for a wide audience shows higher conversion into purchase. That is why we retained a few of these campaigns active, which allowed optimizing the final results.