"Egg Wholesale": replenishment of the client base of wholesale customers

#HoReCa

About the client

The company specializes in selling goods in bulk with favorable conditions and low prices compared to competitors. The main competitive advantage is discounts on large wholesale orders and the cost of goods below the market price.

Together with the design studio, a website was developed that was adapted for advertising traffic and conversion to applications.

Tasks and objectives

Increase the number of incoming requests for wholesale orders in the following categories:
1. eggs wholesale;
2. confectionery products wholesale;
3. other goods.

The efficiency goal is reducing CPA to a level ≤ 500 ₽.
The budget for advertising campaigns is 30,000 ₽ per month.

200

Calls

500

CPA

Difficulties:

High competition in the niche of wholesale supply of products.
Heterogeneous structure of demand (by region and product line).
The need to simultaneously promote several product categories with different margins.
Limited advertising budget, requiring precise optimization and constant monitoring.

Implementation:

Preparation and analysis:

The most targeted key queries in the wholesale sector have been collected (for example, buy eggs wholesale, wholesale supplies of eggs, buy confectionery products wholesale, buy doshirak wholesale, etc.).
A competitive analysis was carried out and unique selling propositions were developed for each category.

Setting up analytics and tracking:

Connected Yandex.Metrica and Google Analytics.
Weekly reporting (in excel or google doc format)
Integrated call tracking system Callibri to count unique calls from advertising.

Launch and management of advertising campaigns:

Advertising platforms: Yandex Direct and Google Ads
Creatives have been prepared for YAN and KMS, retargeting has been launched.
A separate campaign has been created in Google Ads for the audience of competitor sites.
Conducted weekly analysis and campaign optimization: budget redistribution, bid and key phrase adjustments.
During the promotion process, new product items were added to expand the range and increase coverage.

Result

Maintenance period: 3 months
Total advertising budget: 90,000 ₽

Received:

254 incoming requests (138 calls + 116 requests from the site);
CPA = 360 ₽.

Additionally:

Callibri recorded 138 unique calls;
The metric recorded 116 requests from the site;
The cost of a lead was kept in the range 290–370 ₽;
The client received about 300 new potential partners and significantly expanded the base of wholesale customers.