Instagram ads: How we reached 720% of ROMI and grew from 8 to 168 sales per month for an online store on Instagram.
Hi! This is Shukhrat from Hope group. Today I will tell you how my team and I managed to reach 720% ROMI (Return On Marketing Investment) and achieved more than 160 sales per month in six months.
You can read all the case studies in our blog: Hope group
Note that this took six months of work.
We can’t name the brand, but you’ll find out the results, mechanics, creatives, and more. Some quick numbers:
Initial data and task:
- The main task of this promotion is to increase sales through targeting.
- The brand is against discounts and sellouts. Only one promotion once a month for 2–5 days at the most.
- This is a women’s clothing store on Instagram, and at the time of the beginning of cooperation, they had 48 thousand followers.
In order to clearly understand our results we did the following:
- We ran targeting on the website and got data through the pixel.
- We used UTM tags,
- Reconciled reporting on Facebook with sales on the site by purchase time and UTM. It is all manual work and takes a lot of time, but because of this we clearly understood the effectiveness of our advertising which resulted in the client being satisfied.
- We have done reconciliation, as with the new update of iOS, not all the data came to the pixel and requires manual reconciliation of the events (purchases, beginning of registration, or adding to cart) in the cabinet.
The First Month (Trial Month)
We were testing a cold audience:
- By interest
- Lookalike by actions on the site and on Instagram.
Twenty-six orders were made, but only eight of them reached payment.
- The cost of each sale was 54, with an average check of 172 dollars.
- Creatives were aimed at the release of a new collection.
We tested simple and wideout of interests:
- Women’s clothing
- Design, etc.
By behavior, we tested who is regularly traveling and engaged.
Lookalike was taken by adding to cart and viewing the product card.
Even though the first month’s results were not good, we continued to work. Part of the budget went into testing audiences. The ROMI (Return On Marketing Investment) of the first month was 300%.
The Second Month
- We were able to make 30 sales with an average check of 11,000.
- We reached a ROMI (Return On Marketing Investment) of 392%.
- We started scaling successful audiences, we did creatives with a focus on the winter collection.
And we continued with the interest and behavioral testing of audiences. We took approximations and possible ones, such as:
- Adventure tourism
- Natural products
We also continued to test lookalike audiences
- By watching videos.
- By directive.
The Third Month
- ROMI (Return On Marketing Investment) was already 501%.
- Made 43 sales at an average check of each 140 dollars
The old interests began to fall and we picked up new ones. At the same time, we tried to keep the old companies by replacing the creatives with new ones, and it worked.
It should be noted that through the constant testing of audiences, we discovered that those audiences could not bring as many sales, for example:
- We made ROMI 489%
- 71 sales at an average check of 146 dollars.
The Fourth Month
- The look-alike audience started working better.
But it’s lookalike on the value of the event — it takes into account how much the customer placed the order or for how much money they added to the cart.
The audience performed just as well.
The Fifth Month
- ROMI 670%
- 114 sales at an average check of 158 dollars
Creatives made with a focus on product information
Here it is important to understand that we cannot cover all of the information, otherwise the article would turn out to be very large.
We are constantly testing different audiences, advertising assemblies, testing different messages, optimizing groups and ads, i.e. we disable or add new creatives.
In general, targeting is a constant work on the audience, creatives, and settings. Of course, we scale successful companies to the possible level, for example, 3000 spend per day per campaign.
The Sixth Month
- Made ROMI (Return On Monthly Investment) of 720%
- 168 sales at an average of 163 dollars..
We reached these figures due to the constant work on the target. There were periods when we did not change in ROMI or even fell. The main thing is to work systematically, optimize campaigns correctly, and test audiences and creatives constantly.
It’s also important to know:
- Determine the maximum value of the event: for example, the “per purchase” of the group should not be higher than 22 dollars.
This will allow you to understand the marginal cost and effectiveness of a particular audience. The same applies to the ad: you need to determine the marginal values that will show the ineffectiveness of your layout.
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You can read all the case studies in our blog: