Punekar cotton is among the most promising manufacturers, wholesalers, and traders of handmade clothing. They have been in business since 2010 and are a prominent name in the clothing industry.
Increasing sales was the principal client requirement. Here are the objectives we set for the campaign based on the data obtained from the requirement analysis.
The principal requirement of the project was to generate sales on social media. After having a thorough understanding of the target audience and client business model, we decided to use Facebook as the primary social media platform to support the PPC campaign. Here is the step by step record of how we planned the campaign:
Facebook is the most preferred social media platform for e-commerce businesses. There is cutthroat competition for the attention of consumers on Facebook. It was essential to do something new to stand out and grab the target audience's attention. Here are the challenges we faced during the execution of the marketing campaign.
The bandwidth of the target audience for e-commerce businesses is broad. Most of which are fascinated by affordable products. But, handmade clothes are competitively costly. It was essential to find an audience that prioritizes quality over affordability. We emphasized attributes such as the audience demographics and interests to have a detailed understanding of the potential business prospects.
One of the most daunting tasks was to determine the right keywords. The right keyword must enable the ad access to the potential audience and should be affordable to support Facebook paid marketing. We utilized tools to find the most appropriate keywords to excel the Facebook marketing campaign. It includes tools like Facebook ad library to go through competitor ads to understand the marketing strategy they used and the interests they targeted.
Another essentiality was to choose the right campaign to get the most out of the Facebook paid marketing. After understanding the client business model, we decided to run a Brand Awareness campaign to understand consumer preferences. Depending upon the consumer preference data obtained from the brand awareness campaign, we decided to use the conversion & the catalog campaign to beef up their sales on Facebook.
Campaign creation was one of the most daunting challenges. It required us to utilize the data obtained from the requirements analysis and essential attributes defining the target audience to frame a comprehensive campaign.
Determining target audience preferences is one of the essentials of a successful campaign. It is what competitive analysis essentialized. After analyzing the marketing strategy of a handful of competitors, we determined the trends preferred by the consumers of this specific niche. The next step was to incorporate the learnings from the competitive analysis to improve the quality of the ongoing campaign. It includes the Type of ads, graphics, interests, and target audience attributes.
Monitoring the live campaign was difficult. We tracked the presence of the ads on essential keywords and worked to eliminate negative keywords to ensure the success of the Facebook marketing campaign. Several established competitors were targeting the keywords we focused on, which required us to improve the quality of the ads to stand out from the competitors and excel in the marketing campaign.
The budget provided by the client was limited. It was essential to keep the bid amount in check. We analyzed statistics to determine the right time to run ads to manage the budgeting of the campaign. We also set the maximum bid value on the ad set level to minimize the budgeting of the campaign.
It was a combined effort of our analytics and executive teams that we were able to land exceptional results. Our web analytics teams worked their best to understand the consumer preferences and worked with numbers to set particulars for the marketing campaign. Our PPC executives, on the other hand, incorporate the analytical intel to ensure the successful implementation of the marketing campaign. Here is the record of the results we obtained from the Facebook marketing campaign.
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