Ci Ci Boutique is an online high-end fashion store selling all kind of dresses at affordable prices. They do next day delivery in Ireland and add fresh stock to the website every day.
Mary came to us long ago to increase their sales volume and strengthen the brand. We started by having a deep discussion with Mary about her business. We also looked at her previous campaigns. These were primarily boosted posts with an engagement objective – great for awareness but not the best objective, when used alone, to grow sales volume. The pixel was already set on the website but no product catalogue was being used, so there was no ability to retarget potential customers. We quickly introduced Mary to this, as it’s one of the main keys to run successful ads for e-commerce stores.
We started the campaign with a clicks objective and quickly scaled it through all relevant e-commerce conversions – content views, adds to the basket, checkouts initiated and finally purchases. The closer we got to a purchase optimisation, the cheaper the costs per purchase and higher was the return on ad spend (ROAS). As we scaled the campaign, we also tested many interest targeting audiences, lookalikes and value-based lookalikes. We also retargeted using the product catalogue dynamic campaign from the start. This allowed us to reach people that had visited the website and checked out specific products with these same products and push them to purchase. We A/B tested different time windows here – 1, 3, 7 and 14 days.
Since one of the things that makes this business unique is the fact that it has new arrivals on a daily basis, we focused a lot on promoting new arrivals, refreshing the ads frequently.