[et_pb_section fb_built=”1″ _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”28px||21px|||”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”||1px|||”][et_pb_column type=”4_4″ _builder_version=”4.9.4″ _module_preset=”default”][et_pb_image src=”https://www.marcobormetti.com/wp-content/uploads/2021/04/CultoMoto_Logo.png” title_text=”CultoMoto_Logo” _builder_version=”4.9.4″ _module_preset=”default” width=”34%” max_width=”70%” module_alignment=”center” custom_margin=”||11px|||”][/et_pb_image][et_pb_text _builder_version=”4.9.4″ _module_preset=”default”]VUOI UNA MANO PER MIGLIORARE LE PERFORMANCE DELLA TUA ATTIVITÀ
[/et_pb_text][et_pb_divider show_divider=”off” _builder_version=”3.2″ max_width=”23px” animation_style=”slide”][/et_pb_divider][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ admin_label=”Contact Form Area” _builder_version=”3.25″][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_contact_form use_spam_service=”on” recaptcha_list=”marcobormetticom|marcobormetticom-0″ email=”marcoborme@gmail.com , marco@marcobormetti.it” custom_message=”Nuova richiesta da MARCOBORMETTI.COM||et_pb_line_break_holder||Nome: %%Name%%||et_pb_line_break_holder||Email: %%Email%%||et_pb_line_break_holder||Budget: %%Budget%%||et_pb_line_break_holder||Progetto: %%Message%%” success_message=”Grazie per avermi inviato la tua richiesta! Valuterò e ti risponderò quanto prima!” submit_button_text=”Invia messaggio” module_id=”et_pb_contact_form_0″ _builder_version=”4.9.4″ form_field_background_color=”#ffffff” form_field_font=”Montserrat|300|||||||” form_field_font_size=”16px” custom_button=”on” button_text_size=”16px” button_text_color=”#0000e2″ button_bg_color=”#fffb2e” button_border_width=”8px” button_border_color=”#fffb2e” button_letter_spacing=”2px” button_font=”Montserrat|600||on|||||” hover_enabled=”0″ border_width_all=”1px” border_color_all=”rgba(0,0,0,0.12)” form_background_color=”#ffffff” button_letter_spacing_hover=”0″ sticky_enabled=”0″][et_pb_contact_field field_id=”Name” field_title=”Nome” fullwidth_field=”on” _builder_version=”4.7.7″ button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” 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button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][/et_pb_contact_field][et_pb_contact_field field_id=”Budget” field_title=”Budget Mensile Marketing” field_type=”select” select_options=”%91{%22value%22:%220-5.000€%22,%22checked%22:0,%22dragID%22:-1},{%22value%22:%225.001 – 50.000€%22,%22checked%22:0,%22dragID%22:0},{%22value%22:%22+50.000€%22,%22checked%22:0,%22dragID%22:1}%93″ fullwidth_field=”on” _builder_version=”4.7.7″ button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][/et_pb_contact_field][et_pb_contact_field field_id=”Message” field_title=”Parlami del tuo progetto” field_type=”text” fullwidth_field=”on” _builder_version=”4.7.7″ button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” 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CultoMoto (Australia)
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Introduction” _builder_version=”3.22″ custom_margin=”|||” custom_padding=”2px|0px|17px|0px||”][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”4″ _builder_version=”3.25″ animation_style=”fade”][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”Playfair Display|700|||||||” header_2_font_size=”38px” header_2_letter_spacing=”1px” header_2_line_height=”1.4em” header_3_font=”Poppins|700||on|||||” header_3_text_color=”#0000e2″ header_3_font_size=”14px” header_3_letter_spacing=”1px” header_3_line_height=”2em” hover_enabled=”0″ sticky_enabled=”0″]Introduzione
Aumentare il ROAS del +554% in due settimane
[/et_pb_text][et_pb_divider color=”#0000e2″ divider_weight=”2px” _builder_version=”4.9.4″ max_width=”60px” module_alignment=”left” height=”2px” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Poppins||||||||” text_letter_spacing=”1px” text_line_height=”2em” max_width=”550px” hover_enabled=”0″ sticky_enabled=”0″]CultoMoto è un brand australiano di abbigliamento e accessori pensati, come si evince dal nome, per gli appassionati delle due ruote.
Andrey, uno dei fondatori ha cercato il mio aiuto dopo essersi affidato sia ad alcuni freelance che ad una agenzia che non avevano portato i risultati sperati.
Il suo obiettivo dichiarato, essendo un brand nuovo, era quello di aumentare l’awareness mantenendo però un occhio alle performance. Difficile, ma non impossibile.
[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https://www.marcobormetti.com/wp-content/uploads/2021/04/CultoMoto.jpg” title_text=”CultoMoto” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.9.4″ animation_style=”fade”][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”4″ _builder_version=”3.25″ animation_style=”fade”][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”Playfair Display|700|||||||” header_2_font_size=”38px” header_2_letter_spacing=”1px” header_2_line_height=”1.4em” header_3_font=”Poppins|700||on|||||” header_3_text_color=”#0000e2″ header_3_font_size=”14px” header_3_letter_spacing=”1px” header_3_line_height=”2em” hover_enabled=”0″ sticky_enabled=”0″ custom_margin=”||33px|||”]Situazione Iniziale
[/et_pb_text][et_pb_text _builder_version=”4.9.4″ text_font=”Poppins||||||||” text_letter_spacing=”1px” text_line_height=”2em” max_width=”550px” hover_enabled=”0″ sticky_enabled=”0″]Prima di creare le campagne secondo un approccio “Full Funnel” ho fatto un audit dell’account analizzando come erano state impostate le campagne fino a quel momento, e la situazione era la seguente:
– Alcune campagne con obiettivo “Page Likes” (Nel 2021, davvero?);
– Una campagna con obiettivo conversioni (nel primo screenshot), all’interno della quale c’era un solo Adset con un pubblico selezionato per interessi.
Gli annunci erano 2, con creatività “basiche” e con un copy molto generico. Una situazione non delle migliori, con un ROAS nell’ultimo mese di 0,27. In sostanza, per ogni dollaro speso ne entravano 0,27. Male male.
[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https://www.marcobormetti.com/wp-content/uploads/2021/04/CultoMoto_Pre_Ads.png” title_text=”CultoMoto_Pre_Ads” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.9.4″ animation_style=”fade” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”4″ _builder_version=”3.25″ animation_style=”fade”][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”Playfair Display|700|||||||” header_2_font_size=”38px” header_2_letter_spacing=”1px” header_2_line_height=”1.4em” header_3_font=”Poppins|700||on|||||” header_3_text_color=”#0000e2″ header_3_font_size=”14px” header_3_letter_spacing=”1px” header_3_line_height=”2em” hover_enabled=”0″ sticky_enabled=”0″ custom_margin=”||33px|||”]Nuove campagne, ottimizzazione, testing, retargeting
[/et_pb_text][et_pb_text _builder_version=”4.9.4″ text_font=”Poppins||||||||” text_letter_spacing=”1px” text_line_height=”2em” max_width=”550px” hover_enabled=”0″ sticky_enabled=”0″]Come anticipato, il processo di ottimizzazione è partito con lo strutturare delle nuove campagne. Basandomi su quelli che erano i dati del pixel, confrontati con ananlytics e vedendo le dimensioni dei pubblici ho deciso di creare solo 2 campagne: 1 di prospecting su pubblici freddi e 1 di retargeting sui pubblici caldi.
Chiaramente questo è il punto di partenza e i risultati che vi mostro sono quelli ottenuti in 2 settimane, ma il processo di ottimizzazione e testing sicuramente nelle prossime settimane e mesi prevedrà anche delle campagne di puro testing, magari su interessi o lookalike. Ad ogni modo non sono un fan delle campagne “mostro” come le chiamo io. Facebook consiglia di tenere le cose semplici, e io sono completamente d’accordo.
Ad ogni modo questi sono i risultati ottenuti nelle prime due settimane (Per chi non ha l’occhio allenato, la campagna con CPM più alti è quella di retargeting, comunque costi in linea con i costi pubblicitari australiani). Nel complesso direi mica male, e anche Andrey è rimasto parecchio contento e soddisfatto!
[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https://www.marcobormetti.com/wp-content/uploads/2021/04/CultoMoto_Post_Facebook_Ads_Optimization.png” title_text=”CultoMoto_Post_Facebook_Ads_Optimization” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.9.4″ animation_style=”fade” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_image][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Problem and Solution” _builder_version=”3.22″ background_color=”#282828″ custom_padding=”39px|0px|3px|0px||”][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ admin_label=”Stats” _builder_version=”3.25″ custom_margin=”-1.5%|auto|-0.1%|auto|false|” custom_padding=”|||”][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Poppins|600||on|||||” header_4_font_size=”14px” header_4_letter_spacing=”1px” header_4_line_height=”1.8em” background_layout=”dark” animation_style=”slide” animation_direction=”bottom” hover_enabled=”0″ sticky_enabled=”0″]
FATTURATO (MoM)
[/et_pb_text][et_pb_divider color=”#fffb2e” divider_weight=”2px” _builder_version=”4.9.4″ max_width=”40px” max_width_tablet=”8%” max_width_phone=”” max_width_last_edited=”on|desktop” height=”2px” custom_margin=”||0px|” animation_style=”slide” animation_direction=”right” animation_intensity_slide=”100%” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Playfair Display|700|||||||” text_text_color=”#fffb2e” text_font_size=”56px” text_line_height=”1.8em” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”16%” hover_enabled=”0″ sticky_enabled=”0″]+275%
[/et_pb_text][/et_pb_column][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Poppins|600||on|||||” header_4_font_size=”14px” header_4_letter_spacing=”1px” header_4_line_height=”1.8em” background_layout=”dark” animation_style=”slide” animation_direction=”bottom” animation_delay=”200ms” hover_enabled=”0″ sticky_enabled=”0″]ROAS
[/et_pb_text][et_pb_divider color=”#fffb2e” divider_weight=”2px” _builder_version=”3.2″ max_width=”40px” max_width_tablet=”8%” max_width_phone=”” max_width_last_edited=”on|desktop” height=”2px” custom_margin=”||0px|” animation_style=”slide” animation_direction=”right” animation_intensity_slide=”100%”][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Playfair Display|700|||||||” text_text_color=”#fffb2e” text_font_size=”56px” text_line_height=”1.8em” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”16%” hover_enabled=”0″ sticky_enabled=”0″]+554%
[/et_pb_text][/et_pb_column][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Poppins|600||on|||||” header_4_font_size=”14px” header_4_letter_spacing=”1px” header_4_line_height=”1.8em” background_layout=”dark” animation_style=”slide” animation_direction=”bottom” animation_delay=”400ms” hover_enabled=”0″ sticky_enabled=”0″]COSTO PER ACQUISTO
[/et_pb_text][et_pb_divider color=”#fffb2e” divider_weight=”2px” _builder_version=”4.9.4″ max_width=”40px” max_width_tablet=”8%” max_width_phone=”” max_width_last_edited=”on|desktop” height=”2px” custom_margin=”||0px|” animation_style=”slide” animation_direction=”right” animation_delay=”400ms” animation_intensity_slide=”100%” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Playfair Display|700|||||||” text_text_color=”#fffb2e” text_font_size=”56px” text_line_height=”1.8em” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”16%” hover_enabled=”0″ sticky_enabled=”0″]-438%
[/et_pb_text][/et_pb_column][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”||||||||” header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Poppins|600||on|||||” header_4_font_size=”14px” header_4_letter_spacing=”1px” header_4_line_height=”1.8em” background_layout=”dark” animation_style=”slide” animation_direction=”bottom” animation_delay=”400ms” hover_enabled=”0″ locked=”off” sticky_enabled=”0″]Carrello Medio
[/et_pb_text][et_pb_divider color=”#fffb2e” divider_weight=”2px” _builder_version=”4.9.4″ max_width=”40px” max_width_tablet=”8%” max_width_phone=”” max_width_last_edited=”on|desktop” height=”2px” custom_margin=”||0px|” animation_style=”slide” animation_direction=”right” animation_delay=”600ms” animation_intensity_slide=”100%” hover_enabled=”0″ locked=”off” sticky_enabled=”0″][/et_pb_divider][et_pb_divider color=”#edbb5f” divider_weight=”2px” _builder_version=”3.2″ max_width=”40px” max_width_tablet=”8%” max_width_phone=”” max_width_last_edited=”on|desktop” height=”2px” custom_margin=”||0px|” animation_style=”slide” animation_direction=”right” animation_delay=”600ms” animation_intensity_slide=”100%” locked=”off”][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Playfair Display|700|||||||” text_text_color=”#fffb2e” text_font_size=”56px” text_line_height=”1.8em” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”16%” locked=”off” sticky_enabled=”0″ hover_enabled=”0″]+18%
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Quote” _builder_version=”3.22″ background_position=”top_right” custom_margin=”|||” custom_padding=”40px|0px|32px|0px||”][et_pb_row _builder_version=”3.25″ max_width=”700px” custom_padding=”|||” animation_style=”slide” animation_direction=”bottom” animation_intensity_slide=”10%” animation_starting_opacity=”100%” use_custom_width=”on” custom_width_px=”700px”][et_pb_column type=”4_4″ _builder_version=”3.25″ background_color=”#ffffff” custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”Playfair Display|700|||||||” text_text_color=”#000000″ text_font_size=”30px” text_line_height=”1.8em” header_font=”||||||||” header_2_font=”||||||||” header_3_font=”Poppins|700||on|||||” header_3_text_color=”#0000e2″ header_3_font_size=”14px” header_3_letter_spacing=”1px” header_3_line_height=”2em” text_orientation=”center” animation_style=”flip” animation_direction=”top” animation_duration=”1500ms” hover_enabled=”0″ locked=”off” sticky_enabled=”0″]Testimonial
“Marco is professional, efficient and delivers results! Would definitely be working with you again on our next project.“
[/et_pb_text][et_pb_divider color=”#0000e2″ divider_weight=”2px” _builder_version=”4.9.4″ max_width=”60px” module_alignment=”center” height=”2px” hover_enabled=”0″ locked=”off” sticky_enabled=”0″][/et_pb_divider][et_pb_text _builder_version=”4.9.4″ text_font=”Poppins||||||||” text_font_size=”16px” text_letter_spacing=”1px” text_line_height=”2em” text_orientation=”center” hover_enabled=”0″ locked=”off” sticky_enabled=”0″]Andrey Berezovskiy, CultoMoto Founder
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Footer Section” _builder_version=”4.9.4″ background_image=”https://www.marcobormetti.com/wp-content/uploads/2021/04/Marco_Bormetti_BG_Form.png” background_position=”top_center” custom_margin=”-22px|||||” custom_padding=”19px||28px|||” hover_enabled=”0″ title_text=”Marco_Bormetti_BG_Form” sticky_enabled=”0″ background_color=”RGBA(0,0,0,0)”][et_pb_row admin_label=”Footer Area” _builder_version=”3.25″ custom_margin=”|||” custom_padding=”||0px|||” locked=”off”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Title” _builder_version=”4.9.4″ text_font=”||||||||” text_font_size=”8px” header_font=”||||||||” header_font_size=”21px” header_2_font=”Montserrat|600||on|||||” header_2_font_size=”18px” header_2_line_height=”1.5em” custom_margin=”||5px|” animation_direction=”top” hover_enabled=”0″ custom_padding=”|50px||||” sticky_enabled=”0″]