Boosting La Relojería's sales with a customised strategy for Cyber Monday

Challenge

Improve the results of the Black Friday 2023 campaign

Solution

Ad optimization for Meta and Google campaigns with Adsmurai Marketing Platform to enhance performance

To tackle this challenge, La Relojería implemented various tools from Adsmurai Marketing Platform, focusing on three key pillars: 

1. Product catalog optimization

Using Adsmurai's Feeds module, La Relojería improved its catalog quality in the following aspects:

• Standardization and data enrichment: Ensuring each product had clear, precise, and attractive information (optimized names, detailed descriptions, and updated prices).

• Smart segmentation: Creating custom product feeds, dividing the catalog into key categories such as "luxury watches," "sports watches," and "gift watches."

2. Creation of optimized layouts and ads

To enhance ad effectiveness, La Relojería used the Dynamic Ads Creative module, achieving:

• Custom creative designs: Adapting catalog ads to the brand's visual identity with dynamic templates.

• Image optimization: Using Adsmurai's AI, they removed backgrounds and highlighted exclusive watches with better visual quality.

• Engaging messages: Including key phrases like “Limited Black Friday Offer” and “Get Your Gifts Early” in the designs.

3. Advanced segmentation and ad strategies

Using the platform, La Relojería launched catalog ads on Facebook, Instagram, and Google, implementing advanced strategies such as:

• Purchase intent segmentation: Targeting ads at users who had already shown interest in luxury watches.

• Dynamic retargeting: Re-engaging users who visited the website but didn't complete a purchase by showing them the products they viewed.

• Automated dynamic offer campaigns: Adjusting offers in real time based on demand and customer interaction.

"A thorough analysis and an effective strategy can help us achieve and exceed our goals. Distributing the budget efficiently, segmenting catalogs, and planning campaigns for each key date were crucial to surpassing any expectations for the campaigns."

-Juan Morales - Digital Account Manager

Results

105% increase in sales and 60% reduction in CPA during Black Friday

With a focus on improving the results of the previous year's campaign, La Relojería achieved outstanding results thanks to an optimized strategy in its E-commerce. Through segmentation, personalization, and campaign optimization, they managed to increase their revenue by 112% and improve profitability by 162%. Compared to the previous year's event, there was a 105% increase in conversions with a similar investment, which resulted in a 60% lower cost per acquisition (CPA).