FOZZYSHOP.COM.UA - comprehensive work to promote product delivery

FOZZYSHOP.COM.UA Promotion of grocery delivery

Digital Strategy & Promo

For the whole past year, we have been working closely with such a hot topic as grocery delivery.

In the project for the Fozzy hypermarket.

A few words about the complex management of a contextual campaign. Well, more or less "comprehensive" - on the one hand, we were not limited to the list of products for advertising (and Fozzy has quite a lot of them, believe us), and on the other hand, the only tools available for us were classic search and search remarketing.

Which, as it seemed at first, actually tied our hands. It was immediately clear that we needed to act outside the box and have a large amount of data on everything that could be used to connect with the Fozzy brand. Therefore, before we started working on context, we naturally marked the site up and down to be able to quickly operate with all the analytical data.

Our strategy

we turned over, dug up and studied all the semantics behind the existing SEO (because in the future, SEO would essentially be our remarketing);
we compiled semantics for the product catalogue;
we compared lists of goods - on the one hand, lists of priority sales from the client (here, like everyone else, based on the margin of a product and the warehouse ratio);
and on the other hand, we made the same list by demand, overlaying it with existing SEO positions;
we wrote out and took into account all the client's features in the messages to distance ourselves from competitors as much as possible;
no Google Ads AI, only analytics, goals, conversions, and account synchronization.

If you want to get a great result and be in the black, you will have to think with your head and come up with your own ideas, not just press one button and hope for a miracle. According to all these 6 points, we ended up with a large grid containing the client's "wants" and the real state of the market + our position in it.

Digital solutions

Based on this grid, we built the same ad grid using cold and branded ads and queries.
In cases where SEO is TOP-3, we use cold queries, and with promotional ads if it is also TOP at the request of the client.
And vice versa, where SEO does not have such positions, we use only warm branded queries, attracting responsive users from a large audience.
And search remarketing in both cases was aimed at loading the delivery service. In other words, we used it as a reminder when we saw that a certain temporary delivery slot was less than 50% full.