Case on increasing sales on Instagram using Google
STYLIST &FASHION CONSULTANT
Customer Profile: image consultant and stylist. Target Audience (TA) Description: Women seeking to discover themselves and develop their unique style, primarily aged between 18 to 54. Location: Kharkiv. Interests include cosmetics, fashion, style, self-care, clothing, and accessories. Promotion Duration: October 1, 2019 – present (as of March 12, 2020). Concept: Aim to attract more customers seeking stylist services beyond social media platforms. The goal is to address the challenges of ineffective targeted advertising due to fluctuating consumer interest by leveraging contextual advertising that caters to consistent demand. Objective: Implement contextual advertising to boost customer acquisition. Outcomes:
1. Phone Number Clicks: 569. For instance, from February 27 to March 4, there was 1 call made directly through the Instagram account, while the “Phone Number” extension was clicked 40 times during that same week.
2. “Promotion” Extension Clicks for Black Friday: 90. This initiative resulted in a dedicated post featuring a promotional offer which garnered 370 views and 44 comments. Approximately one-fourth of these views were attributable to the campaign. The effectiveness of contextual advertising is further highlighted by the fact that at the time of the post, there were 15,816 followers, meaning only 1 out of 57 account followers viewed the video, while 716 users engaged with the promotion, averaging one in eight views.
3. Additional Link Clicks: 97. This statistic reinforces the idea that, even when a click leads to the same landing page (the Instagram profile), it is advantageous to provide further insights into the services offered by the customer. For more information, visit: https://mavr.ua/en/portfolio/kejs-instagram-google-ads/