Shopify is an e-commerce platform widely used in the USA and Europe. The promoted application offered users a convenient way to automate the creation of video ads based on the online store’s assortment. The uniqueness of this application lied in its innovative approach and the unformed demand of users for such functionality. The main task was to install and purchase the application by website visitors.
To accomplish this task, advertising on Facebook and Instagram was targeted at audiences who use or are interested in the Shopify platform, or who are planning to launch their online store. Google ads were targeted at related near-target queries that indicate the user’s belonging to the target audience (there were no direct queries about the application or similar functionality, as the application was innovative). In the context-media network, advertising was targeted at similar keywords and audiences of online store owners in the USA and the United Kingdom. All ads were created in English.
