Before making a purchase, users explore options and compare products across different sites. By looking at a large number of offers from advertisers, they can quickly forget about the goods or services that they studied earlier. In order to motivate an already interested audience to return to the mobile application and buy goods at a discount, on the eve of the main sale of the year 11.11, the AliExpress Russia team launched advertising campaigns with dynamic remarketing on different sites. As a result of promotion in myTarget, we managed to get the lowest customer acquisition cost (CAC) – 40–150% lower than in other channels.
Mechanics of advertising campaigns
During the two and a half weeks before and during the promotion, AliExpress Russia has been talking about sales and discounts on products that users have previously viewed or added to the cart on the myTarget advertising platform. To set up dynamic remarketing campaigns, product feeds with product and discount data were uploaded to the system.
The tool works on the basis of machine learning technologies.
Thanks to this, the user was shown not only the products with which he interacted, but also similar items.
For example, if a girl had previously looked at shoes, she might have seen other shoe models in the ad. At the same time, high-conversion products were given priority in impressions.
In addition, with the help of Deep Linking technology, the user could follow the link in the ad and immediately go to the page of the product that he saw in the advertisement in the AliExpress mobile application. This helped make the buying process more user-friendly.
Social networks have become the main platform for advertising campaigns. Among the mobile formats, we chose carousel and multi-format. The carousel allows you to display multiple products at once, and the multi-format automatically adapts parts of the ad to the placements.
Age targeting was expanded from 18+ campaigns familiar to other campaigns to 16+ to increase target audience reach during the sale.
Example of an ad
During the traditional annual sale, users tend to actively make purchases, so the main goal was to attract the widest possible audience to the application. To do this, AliExpress specialists constantly adjusted the rate and changed the strategy for using the budget. For example, we translated its distribution from uniform to fast.
If they failed to attract enough users to the app, then they invested in less profitable campaigns. The costs for them were offset by the overall result from the promotion on the platform.
Results of the advertising campaign
The volume of all AliExpress sales in Russia at the end of World Shopping Day 11.11 was 19.3 billion rubles, indicators of local sellers exceeded 3.3 billion rubles… Compared to 2019, Russian turnover has grown by 1.3 times.
As a result of the advertising campaign in myTarget, it was possible to attract users who had previously visited the AliExpress app and motivate them to complete their purchases.
MyTarget had an average click-through rate (CTR) of about 2%. Promotion on the platform turned out to be the most profitable compared to other channels – on average, ROAS was 39% higher. Also, myTarget received the lowest CAC – 40% –150% lower compared to different channels.