Targeted advertising for an electrical appliance store
Progress
Project
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Electronics store, sale of mobile phones, electronics store, online hardware store.
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Purpose of advertising
Sale of goods on the website through a basket of goods. Created sales funnels, product catalogs for sale through the shopping cart on the website.
What the Needy People team has done
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Launch of turnkey advertising campaigns on Instagram and Facebook.
Setting up the Facebook Pixel and product catalogs.
Using 6 different audiences and hypotheses.
Creation of 5 sets of creatives for targeting.
Check for compliance with Facebook rules and launch the campaign within 24 hours.
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The result of the work of the Needed People team
The initial test budget of $100 provided valuable data and first results.
The subsequent advertising budget was increased to $500 per month.
The average price of adding an item to the cart is 85 UAH.
The price of a completed purchase request is 240 UAH.
Settings
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With the right approach and prioritization of products, it is possible to optimize the advertising campaign and reduce the price per application by 40-50%. The team is currently working on this, implementing new Advertising Campaigns and optimizing existing ones.
The goal of the advertising campaign
The task was to set up effective targeted advertising for an electronics store to:
increase the number of applications and orders via Instagram and Facebook;
attract new buyers from the segment "youth + adults 20–45 years old";
generate a stable flow of leads with an optimal budget;
promote the brand in the competitive gadget and technology market.
Actions implemented by the "Necessary People" team
1. Preparing the advertising infrastructure
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Meta Pixel is configured to track events: product views, additions to cart, purchases.
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End-to-end analytics have been installed to monitor campaign effectiveness.
2. Creatives and content
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6 banners were created with an emphasis on popular products: smartphones, laptops, accessories.
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3 videos have been prepared with reviews of gadgets, demonstrations of functions and advantageous offers.
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Offers used: "Discount -15% at the start", "Free delivery when ordering online", "Top new products of the season".
3. Audiences and segmentation
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Main target audience: equipment buyers aged 20–45.
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Segments: students, young professionals, entrepreneurs, parents of middle-income families.
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Interests: smartphones, laptops, online shopping, accessories, electronics.
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Used look-alike audiences based on previous buyers.
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Retargeting has been launched for users who added products to the cart but did not complete the purchase.
4. Launching campaigns
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Geo: Ukraine.
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Advertising language: Ukrainian.
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Placements: Instagram Feed, Stories, Facebook Feed, Marketplace.
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Budget: $25/day with scaling after optimization.
Advertising campaign results
Ad CTR: 4.3% on average.
Conversion into orders: 9.8%.
300+ applications received within the first month.
The average cost of a lead is from $2.7.
Over 120 confirmed purchases of equipment from campaigns.
The advertising campaign turned out to be stable: applications were received daily, and the ROI remained positive.
Targeting strategy and planning
We started with broad interest audiences and gradually narrowed them down to the most converting segments. What worked best was:
video reviews of new smartphone models;
discount banners;
retargeting users who have already interacted with the store's website or social networks.
Tips for further improving results
Run dynamic ads with products from the catalog.
Add a carousel with promotional products.
Use Messenger remarketing to bring back customers who abandoned their cart.
Conclusions
The case of an electronics store proved that properly configured targeted advertising can ensure a stable flow of applications and orders even in a competitive niche.
Thanks to competent segmentation, strong creatives, and retargeting, the store gained new customers every day while maintaining optimal lead cost.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising for an electronics store
Targeted advertising for an electronics store helps turn chaotic traffic from social networks into a predictable flow of requests and online orders. In a niche where large chains, marketplaces, and hundreds of online stores compete simultaneously, there are almost no random buyers left: people compare prices, specifications, brands, availability, and service. Without clearly configured campaigns, even a convenient site with good offers simply gets lost in the stream. That is why targeted advertising for an online electronics store was built around specific actions: going to the catalog, adding to cart, placing an order, requesting a consultation. The campaigns focused on popular categories — smartphones, laptops, accessories, home appliances — and tested different audience segments by interests, behavior, and average check. This allowed us to transform advertising from a costly “mandatory activity” into a managed sales channel.
The electronics niche and the initial conditions for launching targeted advertising
The online electronics store already had a base of regular customers, a recognizable brand in its region, and a catalog with popular models of equipment. The main traffic was provided by search engines, marketplaces, and partly by recommendations. Social networks were used as a showcase: posts with new products, promotions, and reviews, but without systematic advertising they did not generate enough orders. Previous attempts to launch targeted advertising for an electronics store were limited to promoting individual promotions and did not have clear goals, so it was difficult to measure real effectiveness. The task was to build a logical funnel from getting to know the brand to purchasing, as well as to understand which product groups and which audiences give the best return on investment. Particular attention was paid to the distribution of budgets between promoting best-selling products and expanding demand for less well-known, but marginal positions.
Targeting challenges for an online electronics and appliances store
The electronics niche is complex because the audience is constantly comparing offers, and the product life cycle is short: models quickly become obsolete, prices change, new releases appear. If the targeted advertising of an online electronics store is set up too broadly, a significant part of the budget goes to people who are looking at equipment "as a backup" or do not plan to buy at all. Another challenge is competition with large chains, where brand requests and aggressive discounts are strong. It was important to find a balance between promoting popular products and the store's unique advantages: service, fast delivery, bonuses, installments. It was also necessary to take into account different purchase scenarios: impulsive decisions regarding accessories and longer reflections regarding expensive smartphones, laptops or home appliances. This directly affected the structure of advertising campaigns and the content of creatives.
Targeted advertising strategy for an online electronics store
The promotion strategy was based on dividing campaigns by goals and product categories. Some ad groups worked on a cold audience to attract new visitors, others on remarketing, returning those who had already viewed the catalog or added a product to the cart. Targeted advertising for the electronics store was launched with a clear link to events: viewing a product, adding to the cart, purchasing. Separate creatives and landing pages were created for the main categories: smartphones, laptops, small household appliances, accessories. Audiences were segmented by interests, behavioral signals (visiting technical sites, viewing reviews) and the level of engagement with the brand. The budget was redistributed in favor of “category plus audience” relationships, which showed the best price for adding to the cart and ordering.
Creatives, special offers and working with trust in electronics advertising
Creatives became one of the key factors of success. The advertising showed not only the image of the product on a white background, but also real usage scenarios: a smartphone in everyday life, a laptop for work and study, home appliances in the interior. To increase conversion, the targeted advertising of the electronics store emphasized the guarantee, the official origin of the product, service support, fast delivery and the possibility of return. Special offers were highlighted separately: sets with accessories, discounts for the second position, promotional codes for new customers. The texts were written in simple language, without unnecessary technical jargon, but with the necessary characteristics: memory capacity, screen type, key functions. This approach allowed to combine emotional arguments with rational ones and increase trust in the brand.
Targeting results and opportunities for further store growth
After several waves of optimization, targeted advertising for an online electronics store achieved stable performance in terms of CPC, add-to-cart, and checkout. The share of sales from social networks increased, and traffic became more targeted: users spent more time on the site, compared several models, and completed purchases more often. Remarketing campaigns brought back a significant portion of visitors who had previously hesitated, and a creative test allowed us to identify formats that work best for each category of equipment. The store was able to plan sales based on advertising activity, not just seasonal fluctuations. Further development includes expanding the assortment, launching dynamic catalog advertising, deeper personalization of offers, and integrating analytics so that each stage of the funnel — from display to repeat purchase — is under control.