Nezar Kamel

Men’s fabrics store

SAR 34,017.41
Store revenue
SAR 14,464.14
Three weeks before
+135.18%
Revenue growth
117 vs 68
Transactions

Google Analytics · all sources · 10 to 31 October 2022 vs 10 to 30 September 2022

An online store selling fabric for men’s thobes and shemaghs, by the piece and in bundles. I launched its Google and Instagram ads on the same day, after the storefront was refreshed.

I split each Instagram campaign into two ad sets, one for women and one for men. The women’s ad set turned out to be the one selling, so the budget moved there.

The challenge

A men’s fabrics store that recorded 68 transactions in three weeks of September 2022. The goal was to grow without spending on an audience that does not buy.

What I found

The product is for men, but the ad set aimed at women was the one selling. In November’s new-audience campaign, women brought 44 purchases against 3 from men.

What I did

  • I launched sales campaigns on Google and Instagram on 10 October 2022.
  • I split the Instagram campaign into a women’s and a men’s ad set, so I could read each audience on its own.
  • I built a separate retargeting campaign for people who visited the store without buying.
  • I raised Instagram’s daily budget from SAR 100 to SAR 180 in November, and stopped Google on 13 November.

The results

Store revenue, 10 to 31 October 2022
SAR 34,017.41 against SAR 14,464.14 before
Transactions in the two periods
117 vs 68
Users in the two periods
10,193 vs 5,336
Conversion rate in the two periods
0.91% vs 1.05%
The two Instagram campaigns, November 2022
87 purchases worth SAR 18,833.69 on SAR 3,959.29
Google, 1 to 13 November 2022
11 sales worth SAR 3,955 on SAR 1,728

The evidence

Google Analytics · 10 to 31 October 2022 vs 10 to 30 September 2022
Google Analytics report comparing October with September 2022: revenue up 135.18% and transactions 117 against 68
All store traffic across two periods: revenue SAR 34,017.41 against SAR 14,464.14, transactions 117 against 68, users 10,193 against 5,336. The conversion rate fell from 1.05% to 0.91%, so the growth came from more visits. These are all-source figures, not ads alone.
Meta Ads Manager · 1 to 30 November 2022
Meta ad set table for November 2022: the women’s ad set with 44 purchases and the men’s with 3
The new-audience campaign in two ad sets: women brought 44 purchases worth SAR 8,883.37 on SAR 1,793.62, men 3 purchases worth SAR 744.46 on SAR 493.12. The ad account name and ID are hidden.
Meta Ads Manager · 1 to 30 November 2022
Meta retargeting table for November 2022: 40 purchases worth SAR 9,205.86
The retargeting campaign in four ad sets: 40 purchases worth SAR 9,205.86 on SAR 1,672.55, and 390 adds to cart. The two women’s ad sets brought 38 of the 40.

What this means for your store

If your store sells a product for one gender, do not assume the buyer is the same gender. Split the audience and let the numbers say who pays.

October’s revenue growth came from more visits, not better conversion: the conversion rate fell from 1.05% to 0.91%. So I did not settle for the headline number. In November I moved the budget to the channel and audience that were actually selling, and stopped what was not.

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