Setting up targeted advertising for the Berocket.com project
Input data
Tariff
Subject
Service for purchasing plugins on WordPress
Link to Instagram:
Monthly budget:
About the client:
Goal
Results
Tariff package project
Short result
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70%
Subscribers grew by
300%
Number of appeals
91%
Number of customers per month
The goal of the advertising campaign
The client is BeRocket.com, an international online service specializing in the development of WooCommerce plugins. The main goal of the campaign was to:
attract new users from the e-commerce segment;
increase the number of applications and plugin downloads;
promote the brand among the audience of developers and online store owners on Facebook and Instagram.
Actions implemented by the "Necessary People" team
1. Setting up advertising infrastructure
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Meta Pixel is connected for conversion tracking.
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Customizable goals: product view, add to cart, register, purchase.
2. Creating creatives
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Developed videos and banner ads demonstrating the benefits of BeRocket plugins.
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Offers in the style of “quick solution for your store”, “plugins for increasing sales” were used.
3. Audiences and segmentation
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Main target audience: online store owners, e-commerce managers, web developers.
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Interests: WooCommerce, WordPress, Shopify, e-commerce, online trading.
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Used Look-alike audiences based on previous buyers.
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Retargeting site visitors and those who added plugins to their cart but did not complete the purchase.
4. Launching advertising campaigns
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Geo: USA, Canada, EU countries.
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Advertising language: English.
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Placements: Instagram Feed, Facebook Feed, Stories, Messenger.
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Budget: $35/day with the ability to scale.
Advertising campaign results
The CTR of the best ads is 4.5%.
Conversion to registration — 12%.
The number of new users increased by 40% in the first month of operation.
The average cost of a lead decreased by 27% after optimizing campaigns.
The advertising worked stably without blocks and provided a profitable ROI.
Targeting strategy and planning
We started with broad e-commerce audiences and gradually narrowed them down to high-converting segments. What worked best was:
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look-alike based on buyers;
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retargeting visitors with “abandoned cart”;
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video creatives demonstrating the ease of using plugins.
This approach allowed us to minimize the cost of acquisition and increase the effectiveness of ads.
Tips for further improving results
Add dynamic ads with specific plugins for personalization.
Use carousels with multiple products for different target audience segments.
Launch LinkedIn Ads campaigns to attract a B2B audience.
Conclusions
The BeRocket.com case proved that targeted advertising on Facebook and Instagram can provide high ROI in e-commerce if the infrastructure, audiences, and creatives are properly configured.
Thanks to our work, the client received a stable flow of applications and new users, and the BeRocket brand strengthened its position in the international market.
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 of BeRocket plugins
Targeted advertising of BeRocket plugins was supposed to turn recognition in a narrow circle of WordPress developers into a stable flow of leads and sales from social networks. BeRocket creates plugins for online stores on WordPress and WooCommerce, helping website owners flexibly configure filters, catalog and cart. The product is high-quality, with good reviews, but without systematic marketing, a significant part of the target audience simply did not reach the page with plugins. The task was to ensure that BeRocket’s targeted advertising on Facebook and Instagram would lead to online store owners, developers and freelancers who make the decision to install paid plugins, and not to a “broad” audience. The strategy was built around clear offers, demonstration of the benefits of plugins in a real store and a clear path from click to purchase of a license.
BeRocket product and starting conditions for launching targeted advertising
BeRocket is a WordPress plugin development team working with the global e-commerce market. The portfolio includes advanced product filters, sorting, widgets, and other tools that make an online store more convenient for buyers and more profitable for the owner. Before the project started, the main sales were provided by organic traffic, plugin marketplaces, and recommendations from developers who already knew the brand. Targeted advertising of BeRocket plugins was not actually used as a separate channel. Social media accounts existed, but they performed more of an informational than a commercial function. It became obvious that without setting up targeted advertising, it is difficult to quickly scale sales in new countries and segments. An important starting point was fixing goals: applications and purchases, and not just traffic to the site or growth in subscribers.
Challenges of promoting WordPress plugins through targeted advertising
Promoting WordPress plugins through targeting is more difficult than classic e-commerce. The audience is narrow: these are online store owners, developers, agencies, freelancers who understand the technical value of BeRocket solutions. If targeted plugin advertising leads to too wide an audience, the budget is quickly spent on people who do not have access to the admin panel and do not make decisions about subscriptions. The second difficulty is that some users are looking for "free solutions" and are not ready to pay for premium plugins. Therefore, when setting up targeted advertising, we had to cut off non-target segments, focusing on those for whom store optimization is directly related to income. An additional challenge is global geography: different languages, different average check and competition from other developers in the same markets.
BeRocket plugin ad campaign setup strategy
The BeRocket targeted advertising strategy was based on segmentation by roles and interests. Separate campaigns were launched for online store owners, page administrators, WordPress developers, freelancers, and web studio employees. The creatives demonstrated not the “code,” but the result: convenient product filters, fast search, and increased catalog conversion. Targeted advertising for BeRocket plugins led to specially prepared landing pages for each group, where the emphasis was on the benefits for this role: more sales for the owner, less technical routine for the developer, and predictable speed of implementation for the agency. Look-alike audiences were additionally tested based on existing buyers and site users. Campaigns were optimized for events such as “add to cart,” “start of checkout,” and license purchase.
Creatives, offers, and lead funnel for a digital product
Creatives and funnel content played a key role in the project. Instead of abstract banners, screenshots of real stores before and after installing BeRocket plugins were used: how the category page changes, what the filters look like, how many clicks the buyer saves. The texts of targeted plugin advertising emphasized a quick start: “installation in a few minutes”, “ready-made presets”, “support for updates”. Some campaigns led to demos and free versions, some immediately to the sale of full licenses. For leads with high potential, additional communication was launched: email newsletters with cases, tips on catalog optimization, upgrade offers. Such a multi-stage funnel allowed targeted advertising not only to drive traffic, but also to accompany the user until the moment of decision to purchase a paid plugin.
BeRocket targeted advertising results and opportunities for further growth
After several waves of optimization, targeted advertising of BeRocket plugins reached stable indicators in terms of lead and purchase cost. The share of transitions from social networks that end with installing the demo or immediately purchasing a license increased, and part of the audience returned through retargeting to upgrade. Campaigns allowed us to more actively enter new markets, test different language versions of creatives, and refine the portrait of the ideal client. For the BeRocket team, targeted advertising became not a one-time experiment, but a separate managed growth channel along with organic search and plugin marketplaces. Further development involves expanding funnels for new products, deeper use of event analytics, and linking advertising with updates to the site itself, so that each release enhances the effect of setting up targeted advertising.