Meta
Promodo Feed Optimizer
Goodwine is a gourmet food, wine and spirits store with home accessories.
Development of a Meta Ads channel for an online liquor store.
We have been working with goodwine in the area of paid promotion channels since 2020. During this time, we have successfully set up advertising accounts in Google Ads and Meta Ads and achieved the planned performance indicators.
To strengthen the campaigns, we suggested optimizing visual creatives. This will help attract a more relevant audience and increase the effectiveness of advertising.
The core category for goodwine is wine and spirits, but it has its own specific challenges.
Alcohol-related topics impose certain restrictions on advertising activities. For example, remarketing in Google Ads for this category is prohibited, and in Meta, all advertising materials must contain a warning about the health risks of alcohol.
In this case study, we describe how customizing the goodwine product catalog in Meta influenced sales growth and allowed us to achieve significant results even under advertising restrictions.
At the beginning of the project, we used Meta Ads only as an auxiliary tool in our advertising strategy.
Gradually, we developed and scaled the Meta Ads channel for the project and offered to connect Feed Optimizer, which allows you to optimize product catalogs and improve campaign results. We talked about the effectiveness of using this tool in the COMFY case study.
Feed Optimizer is an internal Promodo development, a tool for processing product cards from Meta catalogs that automatically displays selected information in the product card. It can be a price, discount, product name, etc. Everything is updated automatically: if the price changes, it will also change on the product card image.
After presenting the features and benefits of the tool, goodwine agreed to implement it, and in August 2024, the project was launched.
After agreeing on the scope of work with the client, we connected the tool in accordance with the approved requirements and tested it to verify its correct operation.
One of the key advantages of Feed Optimizer is its flexibility in customization: in addition to the standard set of overlays, you can add custom elements adapted to the client's needs.
In the case of goodwine, the custom element was a mandatory text warning about the health hazards of alcohol, which met the requirements of the law and the specifics of the advertising content.
We also agreed with the client what elements should be displayed on the product cards. For example, one of the templates included:
Some of these elements are part of the brand identity, so we not only make the product card more informative and attractive to users, but also strengthen the brand, making it stand out from the competition.
Benefits of Feed Optimizer for Goodwine
Thus, only relevant information is displayed for each product, making the images informative and attractive to users.
Additionally, we have developed templates for special offers or information occasions. For example, a template for the “5+1” promotional offer.
Of course, the terms of the offer can be specified in the text of the ad, but visual perception works more effectively. Thanks to customized product cards, users will be able to understand the terms of the promotion faster, even just by viewing the feed, without having to read the text.
In fact, it's like a dynamic creative that automatically updates according to the data in the feed.
We optimized the catalog match: we worked on the catalog match rate so that events transmitted from the site via Meta Pixel would fully match the elements in the connected catalog.
Meta Pixel is an analytical tool that allows you to track user actions on the site, transfer this data to Meta Ads Manager, and use it to optimize ads, remarketing, and conversion analysis.
We set up the transition to conversion campaigns: we used to use a single strategy, but decided to test the scaling of Advantage+ campaigns. The testing yielded positive results, so we continue to improve and expand this approach.
Working with promotions: goodwine regularly launches new promotions, which further enhances the effectiveness of campaigns. The use of Feed Optimizer templates helps to clearly highlight the key terms of the offer and attract the audience that is most interested in buying.
Thanks to Goodwine's openness to new solutions, we were able to implement Feed Optimizer and improve our strategy for working with paid promotion channels.
As a result, we have improved our key indicators, which proved the effectiveness of our approach. We continue to work on improving it and test new approaches.
*Important
At first glance, it may seem that customizing catalog cards should increase CTR. However, additional information on the cards helps to weed out less targeted clicks, which can lead to a decrease in CTR. At the same time, it contributes to the growth of CR, as users who click on such cards are already familiar with the key details of the product, see the discount, and make a more informed choice, which increases the likelihood of a purchase.
We are constantly looking for ways to make our customers' experience better.
That's why we decided to optimize our Meta ads to make key product information clear at a glance. By customizing product cards in Feed Optimizer, we improved the visual presentation: price, discount, country of origin, and other important details are now displayed directly in the ad. This allowed potential buyers to read the information faster and make a decision before clicking.
The result is an increase in conversion rates and revenue. Yes, the CTR has decreased, but in this context, it is a positive signal: ads have become more informative, and now only those who are really interested in the product click.
We continue to test new approaches and improve our advertising campaigns. Digital should be not only effective but also convenient for the customer.
Olesia Mirus,
Head of Digital Marketing goodwine
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