SEX SHOP. CASE Buying advertising on FACEBOOK.
- Website Conversion (if your sex shop has a website)
- Instagram Direct Messages (if your Instagram is functional)
- Telegram Channel (rarely used)
Here, everything is as usual, the goal is Leads. If Facebook allows your website, then install the pixel on the website itself. If Facebook has issues with your website, either create a workaround or use cloaking (I recommend using cloaking as it doesn't lose traffic), and install the pixel on the "thank you" page.
Pros of this funnel - your customers don't need to process Leads; they make purchases themselves. Cons of this funnel - Leads can't be processed in any way, making the cost per Lead higher than it could be.
Some sex shop websites allow you to request feedback from a manager who will call your Lead and push them towards making a purchase, but not all Leads are willing to go through this; many prefer to remain anonymous.
This works excellently if your Instagram is well-managed and there's someone available to handle customer inquiries. Details: In your creative, use a call to action to send a message. For example: "Message us 'discount' and get a 10% discount on your first order."
This offer works very well, but only if someone on Instagram knows how to push sales.
If you don't have someone capable of handling inquiries, you should convey to your customers that in such a case, the advertising won't be as effective, and more than half of the Leads might be lost.
3. Telegram Channel (very rarely used)
In all my experience, I had only one client who promoted products on Telegram. In this case, we drive traffic directly to Telegram, using a closed link. If Facebook has issues, we either create a workaround or use cloaking as well.
Details: Make sure the link is closed; this increases the conversion rate to subscribers on the channel, and consequently, the conversion rate to sales is also higher. In the Telegram channel, there must be a link to a manager whom customers can contact for consultation or to place an order.
So, now that we've covered the funnels, let's move on.
For the CIS (Commonwealth of Independent States): I use a broad targeting approach, targeting both genders with an age range of 21-45.
For Europe: I also use broad targeting but make a mandatory split between males and females, with an age range of 21-55. Surprisingly, I've received a significant number of orders from people over 40.
For the USA: I have used both broad and narrow targeting. Narrowing down by gender and individual states has yielded the best results. The age range is also set at 21+. Additionally, there may be potential in narrowing down further based on the LGBTQ+ theme.
For the CIS: I use Instagram Feed, Stories, and Reels. It's crucial to use the correct format to ensure that creatives stay intact, and your offer is easily readable.
For Europe: I use Instagram Feed, Stories, and Reels, as well as Facebook Feed.
For the USA: I primarily use Facebook Feed, Stories, and Reels. Instagram may not be worth trying, as it may consume your budget without delivering significant results.
Creatives of this format tend to have a very high CTR (Click-Through Rate).
Examples of successful websites for promotion:
They all feature user-friendly navigation, a good menu, and a shopping cart for user convenience.
A well-designed account, user-friendly navigation, and contact information for communication.
For the CIS: The cost per lead is up to $1, and the cost for a converted lead ranges from $5 to $10.
For Europe: Leads cost between $2 to $5, while converted leads can range from $10 to $20.
For the USA: The figures are significantly higher, with the cost for a converted lead varying from $20 to $150.
In conclusion, the most challenging part for me is selecting an effective set of creatives. On average, for a sex shop project, I create around 15 different creatives, test them, and then determine which ones are the most effective based on the results of the tests.