Scaling the campaign vertically and horizontally
It was necessary to increase the amount of leads, while maintaining an acceptable price for the purchase. There are 2 ways to scale your campaign:
· Vertical scaling
This is any job with ad group budgets. The desired cost per conversion is 15 Euro, which we were completely satisfied with. We needed to capture at least 50 conversions per week. Thus, our budget for the week was €750.
· Horizontal scaling
This is work incorporates analytics, audiences and segmentation. During the course of the campaign, Instagram collects a huge amount of user data. Different custom audiences can be created from this data.
Segmentation: Everything is relatively simple here. We identified the cheapest social combinations, placements, devices, and platforms.
We'll just list those that worked well on this project:
- Site visitors for 7 days;
- Interactions with the business page in 7 days;
- Who added to the cart, but did not buy;
Retargeting should be noted separately. This is the warmest audience and has the highest ROAS (374%) compared to other audiences.