At first, the audience was cold, so it was long and expensive.
For the whole period of our cooperation with the project, the result was only a warm audience — those who interact with Instagram and Facebook, retarget on the visitors, shopping — extra sales, LAL audience of 2%, 2–4%, 4–7% of the buyers for 180d.
Since for the entire period of work, our customer did not fix the meta tags on the site, we did not have the opportunity to advertise sales by catalog — abandoned cart, for example. So we only used conversions and retargeting on site visitors (those who added to cart) using customized events.
We also implemented a bonus system and did creatives for each target audience, for example «Birthday» or «Happy Hours for Business Lunch».
A motion video went very well — the process of preparing a dish, and creativity about new discounts on certain positions every 15 minutes.