A current case study of Tier 1 European countries with online payments, which affects the final cost of a lead.

The advertisement features an online store selling everyday women's clothing, designed in a minimalist style, but most importantly, without 1001 items in the assortment, but with a set of about 100 items in all categories.

This was mainly achieved thanks to the content and feedback that was constantly exchanged with the managing director. The logic is that we focus on what people buy most often and get a better CTR as a result, thus attracting more people who, on average, leave with a basket containing 3 to 5 different items.

Currently, ROAS (return on ad spend) is excellent, but before that, there were six days of heavy rain, with purchases ranging from $7 to $13. However, this allowed us to identify effective content and focus on it, i.e., optimize, i.e., work only with what works. This shows that not everything is so rosy. In this case, we were lucky to achieve a good cost per action in a short period of time, considering that this is not the post-Soviet space.

Ahead of us is scaling, testing a few more events to optimize the final action — purchases — and further work with retargeting, which, hypothetically, should result in cheaper purchases.