The peculiarity of the beauty sphere is that buyers quickly make a purchase decision and place an order — within just 1-3 days.

At the same time, customers most often choose from several stores and compare options. Therefore, we needed to form targeted conversion offers. In order to take into account the needs of the target audience and stay within the specified order value, we decided to divide the audience into three key segments and use customer knowledge to prepare an offer.

We got segments:

- "Already bought": users who know about the online store and have already bought something;

- "Interested in buying": users who want to buy cosmetics or perfumes;

- "Know the brand": users who are familiar with the brand.

We needed to attract an audience from each segment using contextual advertising tools, convince them to place an order, form loyalty and motivate them to repeat purchases.

Realization
We have distributed user segments across the sales funnel and selected Internet marketing tools for each group:

"Already bought" — remarketing for visitors who have performed a certain action on the site in different time intervals;

"Interested in buying" — contextual advertising in search engines for commercial queries and remarketing by interests and similar audience;

"Know the brand" — brand queries in contextual advertising.


Working with the "Already bought" segment
First of all, we worked with those who had already visited the online store. We have set up remarketing for users who have been on the site for a long time and have looked at several pages, but have not made a purchase. Such users were shown ads with various promotions, discounts and promo codes for 1-3 days.

All promotions were short, we indicated the deadline in advertising materials (in the text of ads or on banners) and on the website. This is important, because otherwise the promotion loses value for the user, and he does not return for the purchase.

Then we analyzed the sales statistics and found out that most often users make repeated purchases in the beauty category 30 days after the order. We selected the audience of the online store's customers and set up the display of promotions and products of interest on the 25th day after the purchase.


Working with the "Interested in buying" segment
Users of this segment do not know anything about the online store, but plan to purchase some products. Our task is to convince them to place an order with us. To do this, we used contextual advertising for commercial requests with the indication of products. In fact, these are requests with a very narrow and hot demand. Therefore, they are highly conversive.

We have collected all commercial requests for brands that bring maximum profit to the client. For example, "buy perfume "brand name"".

Then remarketing was enabled. When launching remarketing, it is important to use only an interested audience, otherwise the effect will "wash out" and the cost of the order will increase. Therefore, we have additionally allocated segments based on the time spent on the site and interest in specific brands. Banners with current promotions and targeted ads were shown for each segment. For example, if a user was interested in a brand, then he was "caught up" by ads about that particular brand.

We also used Yandex and Google advertising networks with keyword targeting. We identified users who are interested in certain brands and showed them ads with relevant promotions and a specific product.

We carefully prepared ads, always used all available formats and extensions, worked out relevant marketing messages. This made it possible to significantly reduce the cost per click for this segment and, consequently, get closer to the planned CPO.


Working with the "Know the brand" segment
At this stage, users are familiar with the brand, but for various reasons do not make purchases in the online store. As a rule, they either do not know about the possibility of online ordering, or prefer to buy offline.

To attract these users, we have launched advertising in search and display networks Yandex and Google. For advertising in ad networks, we used keyword targeting. The campaigns were based on brand requests, such as "letual", "letu", etc. Since special offers do not fall into the organic output of search engines, we have always shown federal promotions in ads that take place throughout Russia.

This strategy has allowed to warm up the interest of the audience who is ready to make purchases in the online store.