As a reminder, the main objective was to\u00a0build a media strategy and structure to meet 2022 subscription targets, while anticipating the challenges of 2023<\/strong>.<\/p><\/div>

Phase Awareness: Subscriptions<\/strong><\/h4>
Objective:<\/strong>\u00a0Develop storytelling around the brand.<\/p>
For this, we focused on Meta. We targeted the following audiences:<\/p>
25-65+ years ;<\/li>
France ;<\/li>
CSP+ ;<\/li>
Broad interests: cooking, ecology, circular economy.<\/li><\/ul>
\u21d2\u00a0We implemented and tested ads highlighting the brand, its values and its storytelling.<\/strong><\/p><\/div>
Commitment phase : Subscriptions<\/strong><\/h4>
Objective:<\/strong>\u00a0Create brand appeal and generate new accounts.<\/p>
For this phase, we launched a campaign on both media:<\/p>
Meta : 70% of the engagement phase ;<\/li>
Google Ads: 30% engagement phase.<\/li><\/ul>
For Meta, the target audience was :<\/p>
Lookalike Subscription ;<\/li>
Lookalike BDD ;<\/li>
Lookalike Purchase;<\/li>
Lookalike Add to cart.<\/li><\/ul>
\u21d2\u00a0Here, we've tested to find the audiences and ads that are most attractive.<\/strong><\/p>
For Google Ads, we targeted the following audiences:<\/p>
Broad interests based on audiences that have already generated conversions;<\/li>
Similar audiences and personalized audience segments.<\/li><\/ul>
\u21d2\u00a0We launched an acquisition campaign with generic keywords such as \"Poissonnerie en ligne\".<\/strong><\/p><\/div>
Conversion phase: Subscriptions<\/strong><\/h4>
Objective:<\/strong>\u00a0Generate subscriptions.<\/p>
As with the engagement phase, we launched a campaign on both media:<\/p>
Meta: 40% conversion phase ;<\/li>
Google Ads: 60% conversion phase.<\/li><\/ul>
On Meta, the target audience was :<\/p>
Add to cart \/ Initiated payments ;<\/li>
People who interacted with the publications ;<\/li>
Visitors.<\/li><\/ul>
\u21d2\u00a0We launched a remarketing campaign aimed at retargeting people who already knew about Poiscaille but hadn't subscribed.<\/strong><\/p>
On Google Ads, the target audience was as follows:<\/p>
Demo and geo-area audiences, based on needs and initial performance.<\/li><\/ul>
\u21d2\u00a0We launched an acquisition campaign with keywords containing location, such as \"Fish delivery Paris\".<\/strong><\/p><\/div>
The strategy for the secondary objective<\/strong><\/h2>
As a reminder, for the secondary objective, we carried out a\u00a0acquisition test on Poiscaille e-boutique products<\/strong>\u00a0(fish, seafood, gift cards, seafood platters) to promote\u00a0understand the viability of the business and its impact on subscriptions<\/strong>. In other words, the aim was to generate e-shop purchases and sales.<\/p>
So, as with the main objective, we worked with the\u00a0three phases of the conversion funnel<\/strong>These include: awareness (making the brand known), engagement (developing the first points of contact), and conversion (generating purchases).<\/p>
To meet these objectives, we launched a campaign on both media:<\/p>
Meta: 80% conversion strategy ;<\/li>
Google Ads: 80% conversion strategy.<\/li><\/ul>
For Meta, the target audience was :<\/p>
Special interests ;<\/li>
Lookalike 1%<\/li><\/ul>
\u21d2\u00a0We launched an acquisition campaign with product-focused visuals (CSJ, oysters and smoked fish).<\/strong><\/p>
For Google Ads, we focused on the following audiences:<\/p>
Demographic and geographic audiences, with the most relevant zones based on needs and initial performance.<\/li><\/ul>
\u21d2\u00a0We launched acquisition campaigns on the search network, with semantics based on the products on sale in the boutique.<\/strong><\/p><\/div><\/div>
Overall subscription performance<\/strong><\/h2>
Increased profitability since the launch of the campaigns<\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Period<\/strong>\u00a0: 21\/11\/22 to 31\/01\/23<\/p>
It should be noted that, for both media, the result is based solely on\u00a0generation of a single subscription<\/strong>. However, customers have access to 1, 2 or 4 subscriptions per month, and stay with Poiscaille for an average of 8 to 10 months. This means that\u00a0Poiscaille is much more profitable than the figures currently show<\/strong>.<\/p>
Our analysis of Meta<\/strong><\/h4>
Two months after the launch of the campaigns, we can see that,\u00a0ROAS up on Meta.<\/strong><\/p>
Subscription ROAS in January was up sharply on December (December was a more favorable month for purchases than subscriptions due to the end-of-year festivities), mainly due to lower costs and a higher conversion rate.<\/p>
Our Google analysis<\/strong><\/h4>
Despite a drop in costs in January, we are seeing an increase in the number of\u00a0iso Subscription sales versus December<\/strong>.<\/p>
Moreover, the cost\/subscription is falling month by month: \u20ac6 in January compared with \u20ac77 in November.<\/p><\/div>
Generated over 2,000 subscriptions since campaign launch<\/strong><\/h2>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Period<\/strong>\u00a0: 21\/11\/22 to 31\/01\/23<\/p>
Overall, we can see that month after month, the\u00a0lower cost per subscription<\/strong>\u00a0thanks to the various optimizations made to the account.<\/p>
These figures echo the graph above, proving Poiscaille's profitability since the launch of the campaigns.<\/p>
Our analysis of Meta<\/strong><\/h4>
We see a higher number of iso subscriptions in December and January.<\/p>
It's also worth noting the sharp drop in the cost\/subscription: \u20ac27 in January compared with \u20ac112 in December.<\/p>
Our Google analysis<\/strong><\/h4>
We observed a slight drop in subscriptions in January (the brand name is a little less sought-after in January).<\/p>
Similarly, the cost\/subscription was constantly falling: \u20ac6 in January compared with \u20ac77 in November.<\/p><\/div>
Google: by campaign type<\/strong><\/h2>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Global with brand \u2192 All campaigns<\/p>
Global non-brand \u2192 Search Campaign (Subscription + Purchase) + Display Campaign<\/p><\/div>
Meta: by campaign type<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure><\/div><\/div>
Overall purchasing performance<\/strong><\/h2>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Period: 21\/11\/22 to 31\/01\/23.<\/strong><\/p>
It should be noted that these expenses were not based solely on purchasing. They were global expenses designed to meet the main objective.<\/strong><\/p>
However, our focus on subscription campaigns has, at the same time, succeeded in generating sales from purchases, which was the secondary objective.<\/strong><\/p>
Focus on Meta campaigns<\/strong><\/h2>
A\/B test of several Meta audiences since the start of the campaign launch<\/strong><\/h4>
Here is a\u00a0non-exhaustive list of audiences we have tested on Meta campaigns<\/strong>\u00a0:<\/p>
In Acquisition: we a\/b test audiences by interest as well as look-a-like audiences...<\/li>
Remarketing: we have a\/b tested hot audiences (add to cart, people engaged on social networks, site visitors, non-subscriber database...).<\/li><\/ul>
It's these numerous tests on different audiences (both cold and warm, and both matching and not matching our personas) that have enabled us to achieve these results.<\/p>
\u200d<\/p>
$\"\"$ <\/div><\/figure><\/div>
Top ads on subscription acquisition<\/strong><\/h4>
Period :<\/strong>\u00a001\/12\/2022 to 31\/01\/2023.<\/p>
These are the Ads with the highest CPA.<\/strong><\/p>
\u200d<\/p>
$\"\"$ <\/div><\/figure><\/div>
Top ads on subscription remarketing<\/strong><\/h4>
Period :<\/strong>\u00a001\/12\/2022 to 31\/01\/2023.<\/p>
These are the Ads with the highest CPA.<\/h5>
\u200d<\/p>
$\"\"$ <\/div><\/figure><\/div>
Top ads on purchase acquisition<\/strong><\/h2>
Period :<\/strong>\u00a001\/12\/2022 to 31\/01\/2023.<\/p>
These are the Ads with the highest ROAS.<\/strong><\/h5>
\u200d<\/p>
$\"\"$ <\/div><\/figure><\/div><\/div>
Our visual recommendations<\/strong><\/h2>
In Poiscaille, we have made many\u00a0recommendations for ad visuals and landing pages<\/strong>. The choice of visuals is one of the biggest factors in campaign performance.<\/p>
Our landing page recommendations<\/strong><\/h4><\/div>
Subscription<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Remove menu items other than \"subscribe\" and \"my account\" ;<\/li>
Add abo process with pictos ;<\/li>
Set a fixed menu (follow the user as he scrolls) with the logo and headings always visible.<\/li><\/ul><\/div>
Purchase<\/strong><\/h4>
Here are our recommendations:<\/p>
Add a product banner (as on the home page) to highlight products and reassure the web user about his future purchase.<\/li><\/ul><\/div>
Gift card<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Improved pricing strategy (e.g. crossed-out price + free locker for every 3 lockers purchased);<\/li>
Add a \"use your gift card\" section instead of going through the subscription process.<\/li><\/ul><\/div>
Our Ads Awareness recommendations<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Add Logo to all ads ;<\/li>
Test top-of-funnel CTAs on certain ads: \"Discover our site\"... ;<\/li>
Idea for a new visual creation: video.<\/li><\/ul><\/div>
Our Ads Engagement recommendations<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Add logo and CTA to all ads (except carousels, where the first image is sufficient);<\/li>
Integrate more relevant elements with up-to-date pricing ;<\/li>
Idea for a new visual creation: a carousel to compare subscriptions and a carousel explaining the subscription process in pictograms.<\/li><\/ul><\/div>
Our Ads Remarketing recommendations<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Add logo and CTA to all ads (except carousels, where the first image is sufficient);<\/li>
Idea for a new visual creation: recipe with one of the products explained step by step (video, carousel), and customer testimonials (image\/carousel).<\/li><\/ul><\/div>
Our Ads Achat recommendations<\/strong><\/h4>
\u200d<\/p>
$\"\"$ <\/div><\/figure>
Here are our recommendations:<\/p>
Add logo to all ads ;<\/li>
If there are new coupon codes, create a new one by changing the name of the code;<\/li>
Idea for a new visual creation: static image product focus (other than csj) ;<\/li>
Add a simple wording.<\/li><\/ul>
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Poiscaille (seafood subscription): divide the cost of acquisition by 7 Media Campaigns On 1\/3\/2023 by Sacha Azoulay - Last updated on 7\/3\/2024 Discover how, thanks to a Paid Ads strategy, we divided Poiscaille's cost of acquisition by 7. Contents Structuring the Ads strategy Overall performance [...]<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8147","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/pages\/8147","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/comments?post=8147"}],"version-history":[{"count":0,"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/pages\/8147\/revisions"}],"wp:attachment":[{"href":"https:\/\/keys-marketing.fr\/en\/wp-json\/wp\/v2\/media?parent=8147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}