The goal
Seasonal Goals Challenged by Political Precaution Sparks
Argentina's economy tends to be challenging for advertisers due to its fluctuations. In October 2023, the country was dealing with presidential elections that could significantly alter its course. This event prompted many people to make early purchasing decisions to avoid potential price increases and currency devaluation. Although this situation boosted always-on sales campaigns, it also hindered the most important seasonal event in Q4: Cyber Monday. As a result, Almundo had to adjust their goals and focus on increasing transactions.
The solution
Optimizing Always-On Campaigns: Effective Spend Increases and Conversion Surge
With a clear understanding of their objectives, Almundo enhanced their Microsoft Advertising campaigns by adding new assets related to the event, aligning their budgets with seasonality, and implementing advanced features such as Seasonality Adjustments to optimize the AI algorithm. Moreover, they received support from their Aleph Sales team to improve their strategy in real time and shared best practices to further enhance their results.
The results
Cyber Monday proved to be a strong seasonal performance, despite the local circumstances the market might be facing. Although the sales boost that occurred a few weeks earlier resulted in a -30% YoY decrease in sales, the expected results outlined in their media plan were still met for Microsoft Advertising. Booking and margin compliance reached over 90% of their target. Additionally, while they increased their investment by 110% during Cyber Week, they achieved a 152% increase in conversions, a 6% increase in conversion rate, with only a 4% rise in CPA.
MSFT contributed to the overall growth of web conversion. We obtained a good conversion rate compared to other channels and, as we added new types of campaigns based on the recommendations obtained by Aleph, we increased the level and quality of the transactions.
