Yava Performance Marketing
We used for YAVA the best possible strategies in the digital environment in order to gain the ground lost due to the pandemic.
In the time of Covid-19, with the continuous lockdowns and the dictates of the state regarding the procedures and instructions that should be followed by those who use the gym premises, there has been a significant decrease in the number of subscribers.
Therefore for the year 2022 we should use the best possible strategies in the digital environment in order to gain the ground lost due to the pandemic.
We used the Search and Display channel to reach out to all potential customers/subscribers who are in the different stages of the marketing funnel.
By targeting the right keywords, we succeeded and appeared in a very large percentage of searches made regarding gym memberships, gym offers as well as branded searches (eg yava membership).
Accordingly, in the Display campaigns, we used different Affinity and In-market audiences that Google gave us, as well as Custom Audiences from First Party Data in order to target users who had transacted in the past as well as similar Similar Audiences audiences.
More specifically, for all the actions we ran in 2022, we more than 25 ROAS with a 12% smaller budget compared to 2019. We used different types of Bidding Strategy in our campaigns in order to bring the best possible Performance based on the budget and the time period that each action ran. And the automatic bidding strategies were used to the optimal degree in almost all campaigns, so that we benefit to the maximum through machine learning and A.I. that these strategies use to bring the most sales with the lowest possible cost per click and per sale (a.k.a CPC and CPA)
There was continuous optimization based on performance through the use of Negative keywords, SQR to better control the keywords that ads appear in Search, as well as the use of several Experiments in Bidding Strategies in order to find the appropriate strategy that would bring the best possible Performance. As for Text Ads, we used Responsive Text Ads that combine different Headlines and Descriptions per case, based on what the algorithm thinks should be displayed to the user in order to click and then convert.
Different types of campaign were used depending on the communication and the objective we set from the beginning. Basically the purpose of the campaigns was Conversions.
We had two types of campaigns for each action – one with a Prospecting logic that targeted interests and audiences based on their demographics and quality characteristics, and one with a Remarketing logic to retarget the user who is close to converting.
We used the logic of A/B testing in the materials and in the words of the ads to judge what works best, and to adjust the future visuals so that we have the maximum possible performance in this channel as well.
The total results we got from this channel were a thousands of transactions and a up to 10 ROAS.
Remarketing campaigns seem to have performed much better than prospecting, since most Transactions came. In these we targeted users who had made a transaction in the past, previous website visitors, as well as lists from first party data to use the Lookalike Audience provided by Facebook.
For the prospecting campaigns we used targeting based on interests and the areas where YAVA gyms are located. In these campaigns, we also applied Facebook's Golden Rules, according to which we had a target audience coverage of more than 50-60% with an average Frequency per user of 1-2 per week.