Kwaki Classifieds
Overview
What we did
Kwaki reached out to us as a fairly young company.
Within their first 2 months of
operation, they quickly realized that despite their efforts in driving traffic using offline channels, they were missing out by not targeting an online audience.
The strategy
Our advertising strategy reflected their needs: being a new platform, their main goal was growth. We created a plan with the sole purpose of attracting more sellers to the platform so it could gain traction.
We decided to use the following channels for advertising: Google Ads (including their display network), Facebook Ads (Facebook, Instagram, and their display network), and Perfect Audience (now called SharpSpring Ads).
As with most initial ad campaigns, our starting point involved a lot of intelligent guessing, and when we started collecting data from the ads, we are able to fine-tune the campaigns to suit our goals.
We created ads that specifically targeted sellers. The initial batch looked like this:
The first ads
Within the first month, we were able to reach 213,000 more people, and added 800 new users to the platform.
Our click-through-rate on Facebook and Instagram (the number of clicks on an ad as a function of the number of times that the ad was
seen) for March was 0.2%.
The new advertising strategy
We used the data and feedback from the initial campaign to inform our next steps. The first campaign reveled that sellers were interested in a few categories, so we doubled down on those. We then created ads targeting the categories that got the most searches and listings on the website.
We also standardized our ad creative format. In later iterations, we went as far as testing the kind of language that we used within the ad to find out which kind of communication our audience responded best to.
Over time, we also implemented retargeting and integrated lookalike audiences into our ad strategy. Not only did we target people based on interests, we also served our ads to people who visited our website. We went as far as targeting people who were 95% similar to kwaki.co.ke’s website visitors and userbase.
Our friends at Facebook’s Marketing department helped us take advantage of some opportunities we were missing as well as streamline the ads to suit our purposes.
The results
Firstly, business impact:
For the 6 months that we managed Kwaki’s user acquisition efforts, we grew their userbase by 35x: from 200 to 7,000 active monthly users.
Advertising Performance:
Our click-through-rate on Facebook and Instagram grew from 0.2% in March to 1.6% in August.
By fine-tuning our targeting and delivery mechanisms, we were able to reach 266,000 people in the month of August, with 8 times as many clicks as we witnessed in the month of March.
Though the averageClick-Thru Rate for in August was a respectable1.6%, some campaigns performed as well as 3.4% CTR.
Cost Per Click in March: KSh 14.06.
Cost Per Click in August: KSh 3.56.
This translates to a 75% decrease in the Cost Per Click within 4 months of optimization with a corresponding 800% increase in Click-Thru Rate for the same period.
