Increased the number of orders in the online perfume store from 600 to 1600 orders per month. With SRO up to 360 rubles

[mehadihasan123456]

Client: online perfume store
Our client is one of the largest online perfume stores. It delivers goods all over Russia.

In addition to sales, the store has regular promotions and discounts for regular customers. This helps not only attract new customers, but also turn them into regular customers.

The online store is proud of its high level of service: punctuality, accuracy, and professionalism of consultants.

Situation: orders dropped after March 8
After March 8, the client's number of orders decreased. The client facebook data agreed to increase the budget for advertising in Yandex.Market on the condition that the SRO would be up to 360 rubles.

Focused only on profitable products
First of all, we agreed with the client on downloading from the CRM. But it turned out that there was not all the necessary information there:

It was necessary to match the product name from the CRM with the ID on the market
Pull up data on expenses and orders for Yandex.Market
Calculate net profit, DRR (share of advertising expenses), SRO.
As a result, the client and I decided to focus on the "Net Profit" indicator to select products for advertising. We identified products with a net profit of more than 3,000 rubles and a DRR of no more than 60% and assigned premium impression rates to them. All other products were left with minimum rates or disabled.

Net profit was calculated as (average markup x number of purchased goods) - advertising costs

Promoting profitable products in premium positions allowed us to get more orders. Disabling or reducing rates on unprofitable products reduced non-targeted expenses, thereby keeping the SRO within 360 rubles.