Increase sales by adding targeted advertising for an Instagram shop selling clothing of its own production
Before us, the project ran only regular post boosts, with no analytics or understanding of what this advertising achieved beyond collecting followers and likes on posts.
For projects like this (Instagram shops), targeted advertising approaches are fairly standard: take traffic campaigns to attract a new cold audience, add campaigns that start conversations — and that's all the magic.
But we know a few tricks not everyone knows. The thing is, conversation campaigns aren't optimized (by default) for target actions such as a lead or a sale — and we'd like them to be, because this can improve targeting toward an audience that is genuinely close to those target actions. More relevant conversations, less low-quality traffic.
To make conversation campaigns more effective, Instagram Direct has a feature for labeling conversations with statuses. First of all, we're interested in the Lead and Purchase statuses.
Labeling conversations with statuses is done manually, which is somewhat inconvenient, because the managers handling conversations don't always have access to the Instagram profile. Another inconvenience is that these statuses are currently available only in the mobile app. But statuses let you see not just conversations, but quality conversations (those that reached the Lead status) and sales from conversations (thanks to the Purchase status).
What's more, such ad campaigns can then be relaunched with optimization for purchases — which solves exactly the problem of low-quality conversations.
Even in fairly common niches, where it seems there are standard approaches and everything is clear, there are still opportunities to do more and do better. It's these opportunities that let some companies beat others in performance marketing.
