Provide the client with 185 thousand of income per month and avoid blocking — mission possible with Solve Marketing 

There are some business niches for which it is not enough to create an effective advertising campaign. You need to solve a number of problems that hinder lead generation. But there is no task that the Solve Marketing team can’t handle. When our specialists get down to business, the client will definitely start getting the desired results. 

And now we will confirm these words with facts. In this case study, we will talk about our cooperation with a craft store selling healthy mushrooms and plants. We will talk about the challenges of product promotion and how we managed to bring the client more than 185 thousand in revenue per month.

Project CMO — Khrystyna Stokolosa

The service is a remote marketing department.

Case navigation:

1. Our client
2. Our team
3. The purpose of our cooperation
4. Research of project features
5. What about the payback calculation?
6. Results of our efforts

Approximate time of the case study is 20 minutes.

Our client

“Didus Mukhomor” is a manufacturer of dietary supplements, namely functional mushrooms and herbs that help improve emotional health, give up bad habits, and assist in spiritual practices. The company’s core business is micro-dosing of fly agaric. And all of the company’s products, although they belong to the category of dietary supplements, are certified and authorized for sale.

Our team

The purpose of our cooperation

The client contacted us with the need to increase the number of orders, in particular with the help of paid traffic sources, to the planned level. 

To realize the client’s stated goals, the Solve Marketing team first researched the market and the project itself and developed a marketing strategy. During this work, we identified problems that hindered the project development process and promising areas that would help achieve the goals. Then we started working on solving these problems and actually moving towards the goal.

In this case study, we will focus on the part of the work related to paid advertising. 

We have been successfully using Meta and Google advertising to promote our clients’ products for a long time. But it wasn’t like that from the very beginning. We’re going to tell you about our journey from niche research to tangible results.

Niche features and advertising launch

Dietary supplements are a category of products that social media and search engine algorithms are scrutinizing. Usually, businesses in this niche regularly face suspicion of fraud or distribution of prohibited substances by advertising platforms. And advertising such products is like walking on thin ice. A step to the left, a step to the right, and the ad gets banned. In addition, the company’s advertising account and social media can be blocked. Sometimes a domain gets banned, and then you can’t run ads on the website anymore.

And while Google uses only algorithms, Meta adds a human factor. An uninformed person who sees an advertisement for fly agaric or another mushroom may perceive these products as illegal. This leads to negative comments and complaints about ads and business pages. In this regard, the ad and the account itself can easily get banned.

Our client’s project is no exception.

With this in mind, we knew even before the launch of the advertising campaign that it would be a difficult task, with a lot of work ahead. And the client himself understood that there was a certain risk, especially the issue of possible blocking of the Instagram business page. 

Before our cooperation, the company had already had a traumatic experience of account blocking. Unfortunately, the page could not be returned, and our client lost many subscribers and all the materials from there. They had to start all over again. The company created a new page and gained 10+ thousand live and active subscribers. This meant that the issue of account security was very acute. We couldn’t let the story of the blocking happen again.

Realizing the level of responsibility, we took maximum precautions:

1. To avoid risking the main project page on Instagram, we created a backup account and linked it to Facebook. We started running advertising campaigns from this account.
2. To prevent ad blocking, we researched which words could trigger ad blocking and created a list of stop words that we did not use in further work on texts and creatives. 
3. When writing ads and making creatives, we paid special attention to the wording: we did not present the product as a panacea, did not guarantee any therapeutic effects, and did not use aggressive wording that could trigger the audience.
4. We paid attention to what was happening in the comments to the ads.

This was enough for the successful launch of Meta ads. No bans, blocking, or even complaints.

While all of this worked with social media advertising, Google didn’t give up so easily. 

Despite the fact that our client’s products are completely legal, Google perceived the ads as advertising prohibited goods. Ban after ban, every day another ad was banned from display. To remedy this situation, our experts adapted the texts and banners for the ad campaigns to meet the platform’s requirements. Numerous appeals were filed against the blocking of various ads. To prove the legitimacy of the company’s activities and the legality of product sales, we answered technical support questions, provided product certificates and other confirmations.

And thanks to the fact that our client is a reputable mushroom and herb microdosing manufacturer with certified products, and we are an extremely persistent team, we managed to launch advertising on Google as well. Currently, we use both Google Shopping and search advertising to promote our client’s products. 

Before we start calculating and demonstrating the performance indicators for the month, we want to show you what the ads looked like. After all, the reaction of the target audience largely depended on the texts and creatives.

We created and tested different types of ads: 

• aroused interest in the products among the target audience;
• encouraged to make a purchase;
• increased the average bill;
• offered attractive discounts.

Here are a couple of advertising campaigns with Meta to illustrate.

As well as examples of Google ads.

The main thing was to avoid wording and images that would provoke a negative reaction from people and lead to complaints or blocking. Therefore, we chose an effective tactic: focusing the attention of the target audience on the health benefits of the product. That’s how we managed to get the results we’re going to talk about now.

But that’s not all. Setting up and launching advertising campaigns well is only the first stage of working with a client’s lead generation. Next, we have a long way to go to build a full-fledged advertising payback analytics system and reach the planned strategic KPIs of the project. 

What about the payback calculation?

In order to comprehensively track the results of advertising campaigns, special reports are usually set up in CRM, and ideally, a full-fledged end-to-end analytics system. But we couldn’t implement all this at once. So for the first stage, we created a special report table. In it, we store data on leads and sales, the number of purchases of specific products, costs, the average purchase check, and profit. 

This allowed us to calculate the monthly ROMI for paid customer acquisition and plan the scaling of the project’s advertising even before the creation of the end-to-end analytics system.

This is, so to speak, “to be continued”…

The results of our efforts 

To help you understand the timeframe of our cooperation with the client, we’d like to say that we started the project in mid-October. At this point, we have been working together for over 6 months. During this time, in addition to developing advertising campaigns, we have researched the market and the project, developed a marketing strategy, managed to create a project positioning, provided more than 20 hours of marketing consulting, made many small improvements to the website, tested affiliate marketing, and launched SEO promotion. But we will write about all this in a separate case study. 

Now, let’s talk about the results of advertising in March.

During that month, we managed to bring the client 313 products sold from advertising, of which 254 purchases came from Google and 59 from Meta. Without taking into account all the costs of advertising campaigns, our client was able to generate UAH 185,540 in revenue and an advertising payback of over 300%.

This is despite the fact that it was not easy to promote products in such an atypical niche, to put it mildly. We managed to overcome all the difficulties that arose on the way to achieving the goal. The Solve Marketing team avoided blocking ads and company pages and achieved significant results. Now we continue to work to maintain and increase the efficiency of lead generation.

Do you want your promotion to bring results to your business? Then contact Solve Marketing specialists. We will become your remote marketing department and turn your goals into reality. To get a free consultation, just fill out the form.

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