Aliexpress
AliExpress is a very popular Chinese online shopping platform. It's the business-to-consumer subsidiary of Alibaba Group, one of the world biggest e-commerce companies. AliExpress is well-known for its low prices and long delivery time.
Goal: Increase income in Mobile app
$24,4 m.
Record revenue
>300%
ROI
Purchases done
30 mln
Our team needed to launch dynamic retargeting for the mobile audience.
Aliexpress applications with achieving ROI KPI.
Launch in a short time, work with billions of events, hundreds of thousands positions in the catalog, wide geography.
Project
Date: March-June
First stage
target ROI
>300%
target cost per returned user
KPI
target number of users returned
100k
KPIs
test ad format
find segments of the target audience
estimate roi and volume
Main tasks:
Steps
Optimization
Creation Of Advertisements
Segmentation
Creatives
Results of the
first stage
Cost
Client ROAS
Monthly Retargeting Cost VS ROAS
Number of returned
users per day / June
138k
Average
ROI
320%
Date: July-October
Stage two: scaling
target ROI
>300%
target cost per returned user
KPI
target number of users returned
100k
KPIs
Start within short timeframes, dealing with billions of events, hundreds of thousands of catalog items, decently wide Geo.
Stages of advertising campaign
Optimization
by city of delivery
Optimization considering the timing of the action "There are 2 days left!"
Results of the
scaling stage
Cost
Client ROAS
Monthly Retargeting Cost VS ROAS
Number of returned users
per day / from September 1
301k
Average
ROI
320%
Results of work
Outcome: Record growth of income. The average number of attracted customers about 300000 daily within 8 weeks with ROI of over 300%. In 2 days of Black Friday during the 11th and 12th of October, more than 5 million Russians participated in the sale and got more than 30 million purchases done to the tune of 17.2 billion rubs. Goods made by local producers outran the sailing rate 17 times comparing with previous Black Friday.
Increase in costs by 4 times for 8 months of work
Preservation ROI indicators
Cost
Client ROAS