Sonto: Optimising creatives and account structure as a tool for revenue growth.
About client
A manufacturer of products designed to ensure a comfortable and healthy night’s sleep for every child.
What was the task?
1) Scale up advertising campaigns and boost brand awareness.
2) Increase the online shop’s overall revenue.
3) Boost engagement on social media through advertising.
Multi-channel growth strategy
Optimising the structure of advertising accounts, working to build brand awareness, and changing the approach to advertising creatives.
What was done?
1) The structure of Meta Ads has been updated: new campaigns have been launched for post engagement, traffic and purchases using the Advantage+ audience.
2) The Google Ads structure has been optimised, and separate PMax campaigns and search campaigns have been launched for key categories.
3) A Demand Gen campaign was launched on Google Ads (demand generation) to boost brand awareness and attract a new audience.
4) We have launched an advertising campaign on YouTube to reach and engage a new, untapped audience.
5) Using ad carousels and videos featuring UGC bloggers in Meta ads to boost brand trust.
Steady progress and improved efficiency at every stage of the strategy’s implementation.
Dynamic optimization
Following the implementation of the new structure, we began continuously monitoring key performance indicators so that we could quickly track changes and optimise our campaigns in a timely manner.
Key steps:
1. We have completely removed Facebook from Meta’s targeting, focusing exclusively on Instagram.
2. Seasonal products have been removed from the ‘Sleeping Bags’ category to improve the relevance of product listings in line with the time of year.
3. The flexible ad format on Meta was used to improve the adaptability and effectiveness of campaigns.
4. Based on an analysis of the data, the budget was reallocated in favour of the ‘Sleeping bags and sleeping mats’ category, as this was found to be the most effective in terms of key performance indicators.
Project gallery
Conclusion
A carefully thought-out strategy for optimising the account structure and approach to ad creatives, combined with a systematic effort to attract new audiences, enabled the project to break through a plateau and significantly scale up its advertising revenue.
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