The multinational brand of kitchen and household items Tramontina decided to bet in 2018 on e-commerce at the local level hand in hand with a website dedicated to the sale of its products on the VTEX e-commerce platform. The company then decided to contact Known Online with the main need to develop its online store from scratch.
Subsequently, and in the face of the great competition with bazaars and resellers that have Tramontina products such as Falabella or Minicuotas Ribeiro, the company had the objective of generating more sales in its online store and that the cost per conversion would not exceed 8% of the average ticket.
Digital Advertising Strategy
Known Online planned, developed, measured and audited Tramontina’s digital advertising campaigns, aimed at sales and brand positioning. We worked with Google Adwords, Facebook Ads and Instagram Ads with a focus on achieving conversions through the following campaigns:
- Google Ads: This platform continues to be the medium with the best return on investment, so more money was invested in advertising here. For this we focused on search ads with:
A) Search Campaigns with Keywords divided into Brand Campaigns (consisting of terms related
to the brand, such as “Tramontina pots”) and Non Brand Campaigns (product categories without the brand).
B) DSA (Dynamic Search Ads) Campaign: Allows to expand the inventory of keywords in an account automatically, in addition to establishing the most appropriate URL for each search term following Google’s criteria. It is from this tracking that the most relevant keywords are extracted for each URL, which are then used in the ads. This campaign complements the keywords chosen by the company, thus providing 100% coverage.
- Google Display Network: We work with intelligent campaigns that focus mainly on sales where we set an ROA objective and indicate a daily budget, then through the robots that organize the algorithms that study the consumption patterns of users, we seek to reach those customers who are more eligible to convert with higher average tickets. For example, if we want to invest $100, we tell it to bring a conversion with a value of at least $300.
Tramontina has worked a lot with these intelligent campaigns because they achieve greater visibility and therefore, a higher return:
A) Shopping: This is a campaign where users are shown the web catalog with products that may interest them for some type of search (in order to search for new related consumers) as well as Tramontina products that the user has previously searched for (remarketing). This campaign appears in search results.
B) Smart Display Campaign: The ads are automatically generated from the basic elements we provide them, such as titles, descriptions, logos, images and call to action. The campaign makes different combinations of the resources and analyzes the performance to know which of the titles, descriptions, images and logos obtain the best performance.
- Facebook / Instagram Ads: Worked in conjunction with prospecting and remarketing campaigns:
A) Prospecting Campaigns: Campaigns were carried out to detect leads or potential customers by segmenting them according to age, interests, tastes, location of users, among other limits to reach the ideal audience.
B) Remarketing Campaigns: We created tailored or personalized advertisements for users who had previously visited the website. Creatives were created with promotions such as, for example, free shipping to all people who consumed a ticket over 500$.
Results
- The smart campaigns worked very well, achieving an ROI of 700% of the amount invested in the last six months.
- The cost per conversion is 5% of the average ticket (3% below the target set by the brand, which gives a margin to continue investing).
