Fill out the form
We'll get in touch
BOOK MORE SALES MEETINGS.
CLOSE MORE DEALS
how external advertising helped to get 73,531 clicks, 475 orders and an order amount of 9,024,345 rubles with a DRR of 9.25%
Author: Maria Primak
Head of the agency
- How to bring women's coats to the top of the marketplace results
- Advertising campaign task
- Why the category of women's coats is well suited for outdoor advertising
- General results of the advertising campaign
- What the campaign showed
- Best integrations with examples
- Why are these placements important?
- Impact of advertising on cards and organic orders
- Main conclusions from the case
How to bring women's coats to the top of the marketplace results
Promoting women's coats on marketplaces is one of those tasks where it is especially important not just to drive traffic, but to correctly integrate into seasonal demand and show the product in the right context.
For the outerwear category, this plays a key role: the user rarely buys a coat impulsively in one click without prior interest.
Usually he compares models, looks at the silhouette, color, fit, price, and only then decides to order.
That is why outdoor advertising for women's coats works in several directions at once. On the one hand, it provides direct conversions, carts and orders. On the other hand, it strengthens the cards themselves within the marketplace: activity increases, demand increases, and at the same time, products have a greater chance of rising higher in search results and starting to collect additional organic volume of orders.
Usually he compares models, looks at the silhouette, color, fit, price, and only then decides to order.
That is why outdoor advertising for women's coats works in several directions at once. On the one hand, it provides direct conversions, carts and orders. On the other hand, it strengthens the cards themselves within the marketplace: activity increases, demand increases, and at the same time, products have a greater chance of rising higher in search results and starting to collect additional organic volume of orders.
In this case, we will analyze an advertising campaign for women's coats, where the main goal was not only to get direct sales from external traffic, but also to strengthen the position of cards due to the growth of conversions, baskets and orders.
Advertising campaign task
The client entered advertising with a clear goal - to increase sales of women's coats on Wildberries through external traffic and at the same time strengthen product cards within the site. For the outerwear category, this is especially important, because even a strong card without a sufficient amount of external signals does not always receive the desired dynamics within the marketplace.
The campaign focused on the following objectives:
The campaign focused on the following objectives:
Bring targeted external traffic to women's coat cards
Increase the amount of orders for promoted items
Increase the amount of orders for promoted items
Find the strongest placements from bloggers
Strengthen cards by increasing activity and behavioral factors
It is especially important that in such projects we look not only at the direct payback of each placement, but also at the overall effect for the cards.
This is especially true for clothing, since external traffic often becomes the very impetus that helps the product gain strength due to the organic content within the site.
This is especially true for clothing, since external traffic often becomes the very impetus that helps the product gain strength due to the organic content within the site.
General results of the advertising campaign
As a result of the advertising campaign, the following results were obtained:
(click on image to enlarge)
#
Meaning
Coverage
3 080 671
Transitions
73 531
Carts
6 965
Orders
475
Amount of orders
9 024 345
Costs by SKU
834 953
CPO
1 757,80
CTR
2,39%
CR
0,65%
This is a strong result for the women's outerwear category. The campaign generated not only a good volume of direct orders, but also significant traffic to cards, which is especially important for further strengthening the products within the marketplace.
Best Campaign Integrations
Separately, in this campaign it is worth highlighting the 2 strongest integrations among bloggers. It is these placements that best show what an effective connection between a platform, visual presentation and product in the women's coat category can look like.
Posted by blogger 1
One of the best integrations within the campaign was placement with a DRR of 5.60%
From it we received:
From it we received:
- Views - 2,080,500
- Transitions - 16,920
- Baskets - 1,621
- Orders - 99
- Order amount - 2,027,322 rubles
- Costs by item - 113,480 rub.
- DRR by placement - 5.60%
(click on image to enlarge)
Due to this placement, it was possible not only to obtain direct sales, but also to significantly strengthen the product card within the marketplace. A large volume of clicks, carts, and orders has a positive effect on internal demand signals, which means it helps the card rank better in search results.
- Maria PrimakHead of agencyThis is one of the strongest placements in the campaign for its combination of volume and economics. The integration provided a large flow of targeted traffic, a high volume of carts and a noticeable number of orders.
For the women's coat category, this is a particularly good result, since outerwear is rarely purchased on impulse and usually takes a longer path from first touch to checkout.
Impact of advertising on cards and organic orders
As in other external advertising projects on marketplaces, it is important to separately note that the final figures only take into account direct conversions from placements. That is, the statistics reflect only that part of the result that was recorded directly.
At the same time, associative orders are not included in the total, although in the clothing category they usually constitute a significant part of the overall effect. The user can go through one model, and end up ordering a different color, a different style, or even return to the purchase later. For coats, this is a particularly common scenario, since a product is rarely chosen instantly without comparing options.
It is also important that the placements themselves increased the total volume of card orders. Due to this, internal signals for the marketplace algorithms were strengthened, and the cards received an additional boost in search results. As a result, goods began to be collected and organic orders, which are not separately included in the final figures of the case.
It is also important that the placements themselves increased the total volume of card orders. Due to this, internal signals for the marketplace algorithms were strengthened, and the cards received an additional boost in search results. As a result, goods began to be collected and organic orders, which are not separately included in the final figures of the case.
It is especially important that in such projects we look not only at the direct payback of each placement, but also at the overall effect for the cards.
This is especially true for clothing, since external traffic often becomes the very impetus that helps the product gain strength due to the organic content within the site.
This is especially true for clothing, since external traffic often becomes the very impetus that helps the product gain strength due to the organic content within the site.
Main conclusions from the case
This case study on women's coats shows several important points:
1) External advertising in the outerwear category can generate not only direct orders, but also a strong additional effect for cards inside the marketplace
2) For clothing, correct blogger integrations are especially important, since it is through them that the product is better revealed visually and is perceived more natively
3) The best results are obtained not just from sites with coverage, but from those integrations where the audience actually reaches the cart and order
1) External advertising in the outerwear category can generate not only direct orders, but also a strong additional effect for cards inside the marketplace
2) For clothing, correct blogger integrations are especially important, since it is through them that the product is better revealed visually and is perceived more natively
3) The best results are obtained not just from sites with coverage, but from those integrations where the audience actually reaches the cart and order
At the same time, the actual result of the campaign was wider than reflected in direct analytics, since associative and organic orders are not included in the final figures. This means that the real effect of the promotion was even higher.
Article rating
Share:
