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Case Study
E-commerce Online Store + Push Ads ($0.33 CPA)
Period
Dec 2020 - Jan 2021 (1 month)
Goal
E-mail and phone submits
Client
Advertiser
GEO
India
The details for this E-commerce case study were provided by the RichAds direct
advertiser.
Сhallenge
I am the owner of an online store of cosmetics, clothing, and household items, with an average
website conversion of 5%.
I already drive organic and Facebook ads traffic successfully but need to scale my ads further.
I decided to test another channel and collect subscribers via push notification ads and then
follow up the leads with e-mails from the sales team. So, I gave RichAds a try to reach the
target CPA of $0.5.
Solution
I contacted a RichAds account manager for assistance with the campaign setup, optimization, and
creatives. We ran a two days test with a $100 budget and then scaled after a few conversions.
So first, before the launch of the campaign, I prepared a landing page for a promotional product
and a form to collect the user information. The user clicks the push notification, gets to the
landing page, and leaves a contact email and phone number.
Then we process this information in the sales department and send emails to the leads on behalf
of the store. In this ad campaign, I targeted mobile and desktop traffic, so they recommended me
to create 2 separate campaigns for them. During the test period (2 days from launch), we set
impressions and clicks limits.
Basic Campaign Setup
2 days test.
Landing Page with product promo and an e-mail & phone submit form.
Push RON.
5 creatives for E-commerce designed by RichAds.
Retargeting via E-mail.
Mobile and desktop (separate campaigns).
Targeting Options Applied
Device: Mobile, Desktop
2 separate campaigns were created.
Browser Language: English
RichAds AM recommended setting English as Browser language as my landing page was in
English only, we didn’t make any localizations.
1 Impression Per User, 1 Click Per User over 2 days.
Approach to creatives:
I set 5 creatives used in my ad campaign to be designed internally by RichAds.
We showed the promotional products in use on the main images and a ‘new message’ or ‘sales’
alert on the icon.
For the title and main text, I used 3 major popular approaches:
1) Brand New collections
2) End-of-year sales
3) Special promo countdowns
Campaign Optimization
Automated rules
There is a recommendation from RichAds to blacklist non-converting and expensive sources, so my
support manager helped me to create 2 rules:
We blocked all sources that did not bring conversions. If the spend was more than
$0.5 and there were no conversions, we blacklisted such sources.
I also blocked every source with a high CPA (=2x target CPA). The rule was as
follows: if the CPA is more than $1 and there are more than 0 conversions then
Blacklist the source.
Results
Total budget
$5 200
Conversions
15 660
The results were better than I expected as we hit the $0.33 target CPA which is lower than
my target. I think the main reasons push traffic worked well for me were converting landing
pages, various approaches to creatives, and automated rules my manager helped me to set up.
So, we could cut off the low-quality traffic after and drive more performing traffic for a
relatively low CPC (compared to Facebook ads and other traffic sources I tested before).
