CTR Sales ROAS AOV

Table of Content
01 Introduction 01

02 Key learnings from running micro events sales for our brands at Adyogi: 03

03 Understanding The Consumer 04

04 How much can a brand expect to scale during the sale period? 05

05 Top 10 strategies to grow eCommerce revenue with micro events: 08

Inventory management
Mid-funnel and bottom funnel campaigns
SALE-specific optimization across website and landing pages
Offers and discounting strategy to boost conversions
Insights into Platform-optimized campaigns
Search Engine Optimization (SEO) and site link extensions:
Remarketing across all channels from all channels
Social media channels marketing

06 The micro-event calendar 2023 21

07 Conclusion 23

08 About Adyogi 24
 Introduction
As an ecommerce brand, you may think that the period from October to December is the only time when
you can skyrocket your revenue. After all, the biggest festivals of the year - Diwali, Dussehra,
Rakshabandhan, Christmas, and New Year's fall around this time, alluding it to be the most profitable for
ecommerce brands.

Raksha-
Diwali Dussehra Christmas
bandhan
12th Nov 24th Oct 25th Dec
30th Aug

However, some of the fastest growing eCommerce brands working with Adyogi like

and 100+

Have been able to crack the profitability code to make every quarter just as festive as Q3. How?

By leveraging the power of micro events!

How to leverage micro events to scale eCommerce

01
Micro events are often smaller, more intimate events that help to faster relationships between your
business and potential customers. And contrary to popular belief, the first half of the year brings a wide
range of opportunities with these “micro-events” like Valentine's Day, Holi, Women's Day, Mother’s day,
and more.

In this ebook, we’ll walk you through the top 10 ways to

Also, as a bonus, we’ve also added
run a successful eCommerce event sale that can get you the micro-event calendar of 2023.
upto 70% boost in monthly revenue! Stay tuned . . .

How to leverage micro events to scale eCommerce

02
Here are some of the key We’ve seen brands achieve a 10% Average m-o-
m growth of DTC brands in Apr-Jun quarter
learnings from running
Bank on smaller events like Valentine’s Day,
micro events sales for Mother’s Day, Holi, IPL, during Q1 and Q2

brands at Adyogi:
Leverage small events to transition your
catalog. For ex- Use Valentine’s to launch
spring collection

Boost in Avg Improvement D2C Marketplaces

Ad spends in efficiency 15

10

Quarterly growth
5

5X >70% 0

-5
Average Revenue
ROAS Growth -10
Q1 Q2 Q3 Q4

Year 2022
Marketplaces v/s DTC growth across 2022
How to leverage micro events to scale eCommerce
03
 Understanding The Consumer
Before we dive into specific tactics, it's important to understand consumer behavior during this time of year.
In general, the first half of the year is characterized by lower spending, as consumers recover from the
holiday season and tighten their budgets. However, as the stats speak, there are plenty of opportunities to
drive profitable sales during this time -

27%
Awareness
INR. 3,800 30% sales

During Valentine’s, eCommerce During Women's

consumers spend an stores registered Day Female-led
average of a 30% jump in businesses saw a
Rs. 3,800/ person on sales during Holi 27% increase as
gifts. in 2021. consumers align
with their values

Now that we know your consumers are interested in buying, let’s make you
interested in selling your products with exciting offers!

How to leverage micro events to scale eCommerce

04
 How much can a brand expect to scale
during the sale period?
During such micro event sale periods, brands can expect to scale up their revenue by up to 5 times as
compared to their BAU activities. For instance, if a brand generates 18-20 Lakh of revenue on a regular day,
they should aim to increase that to 65-70 Lakh during sales or events.

21 Nov

22 Nov

Timeline
Spends 226,763
Revenue 579,997

23 Nov

24 Nov

Source: Adyogi platform - Results from a Valentine's micro-event sale

0 2.5 A m o u
5nt 7.5 10

How to leverage micro events to scale eCommerce

05
Client stories

BRAND IN CONSIDERATION:
A premium men’s apparel brand with an omnichannel presence

OBJECTIVE:
To run a 3-day Mid March Sale to boost D2C website revenue.

Sale Targets: 3.5x 1.8cr 45%

ROAS Revenue Discounting

Results:

4.26X 2.41cr 47%

122% ROAS 134% Revenue Discounting

Target Target established

How to leverage micro events to scale eCommerce

06
 This is how you can grow your
eCommerce revenue with micro
events:

How to leverage micro events to scale eCommerce

07
 INVENTORY MANAGEMENT:
The key to more revenue if boosting your AOV. One of
Identify and focus on hero the easiest and best ways is to promote gifting as a
use case. Create gifting packages of your products
products for the event/sale and promote them separately.

Identify your Hero products and categories & push separate

budget on those products

Example: for a fashion brand your hero product might be

Shirts or T-shirts that get you more 30% + revenue.

Product
Catalogue Hero Product
Products giving
> 30% Revenue

Focus on specialized messaging for your event. The more you

invest in customizing and niching down your messaging, the
more your audience would be interest in knowing more.

Example: Use taglines like “Treat yourself this valentine’s day”

Use custom overlays to boost your Ad CTR e.g. bells for

Christmas.

How to leverage micro events to scale eCommerce

08
 Use Adyogi's stop-loss feature to remove
underperforming products across Ads. Automatically
pause such Ads and reduce Ad spends from bleeding

For ex, you can automate removal of products with

CRR > 15%

RUN MID-FUNNEL CAMPAIGNS

optimized for landing page
views 3-5 days before sale

Start View Content optimized campaigns

3-4 days before for awareness. Show full
priced New Arrival products OR sale
coming soon ads.

Add fresh audiences to your YouTube &

discovery campaigns 2-3 days before.

Exclude the website audience and social

media engagement audience to identify
fresh prospects

How to leverage micro events to scale eCommerce

09
SET SEPARATE CAMPAIGNS:
Your focus should be on SALE
Drive traffic to category page that are sale/ occasion specific -
Example: Black Friday, Diwali, Holi etc.
Run catalog linked ads on Discounted
Products e.g. 40-50% OFF or >50% Off. Use
minimum ROAS objective.

Create a SALE conversions campaign with a separate ad set

for each category that is on sale. Land the customers on
category wise sale page. Leverage rules to scale-up budgets rapidly.
Example: Holi ads in the Northern states.

How to leverage micro events to scale eCommerce

10
Client stories

BRAND IN CONSIDERATION:
An ethnic women’s fashion brand with cross-border presence (US)

OBJECTIVE:
A 3-day Women’s Day Sale for both domestic and international websites

Results: International Website

811% 32% 100% 4%

Revenue as Spends as Boost in the vol Cost to

compared to BAU compared to BAU of orders Revenue ratio
(16L)

Results Domestic website

1-3% 55%

CRR improved from 9- increase in order

13% to 1-3% volume
How to leverage micro events to scale eCommerce
11
OFFER AND DISCOUNTS:
Best way to boost conversions
When it comes to ecommerce, sales are the perfect
opportunity to attract new customers and retain loyal ones.
To make the most out of your sale, it's important to offer
enticing promotions and discounts that will catch shoppers'
attention.

Some examples of effective promotions include

LIMITED-TIME BUNDLE
OFFERS DEALS

FREE PERCENTAGE
SHIPPING DISCOUNTS

Consider “No Returns only exchange” for sale products

Flash sales are a great way to create a
The different types of sales you can run include sense of urgency and encourage
customers to make a purchase quickly.

+ BOGO deals are effective in incentivizing

B1 25% BOGO customers to buy more products, while B1
FLASH
SALE OFF buy one get one 25% off promotions can help increase the
average order value.

How to leverage micro events to scale eCommerce

12
OFFER AND DISCOUNTS:
Best way to boost conversions
Ensure discount percentage on the marketplace for the same
set of products is not higher as compared to the brand’s own
website during the sale.

Ecommerce brands can promote customized coupons like

women's day holi, superwoman, BFFsoulmate and offer
discounts and free shipping over pre-paid orders.

How to leverage micro events to scale eCommerce

13
BE SALE-READY: Prepare your
website with optimized copy

To make the most of a sale, optimizing your website

is crucial.

By updating the hero banner with relevant themes

and colors such as white, red, pink etc., you can
attract potential customers who are planning to
surprise their loved ones on special occasions.

Additionally, creating urgency by adding a sales

end countdown will alert customers and
encourage them to make a purchase before the
sale ends.

PRO TIP : You can use terms like "Last Few Hours of
Sale Left" or "Sale Extended on Heavy Demand" to
create Urgency.

How to leverage micro events to scale eCommerce

14
PROMOTIONS ACROSS GOOGLE
PLATFORMS: Use the Merchant
Center
Sales communication to be updated across search,
shopping & discovery ads, extensions & merchant
promotions

Update promotional extensions & sitelink extensions

Activated merchant promotions such as ~ Free Shipping,

10% Off on Prepaid - website

FREE 10% OFF

SHIPPING PREPAID

Create urgency in ad texts. For ex- “Last day, hurry up!”

Run Dynamic Search Ads (DSA) with top categories URLs

of the brand

Start non-brand search (RLSA) with top generic keywords

targeting 30 / 60 day website audiences

How to leverage micro events to scale eCommerce

15
 Try Adyogi's AI Ad text generator
SEARCH ENGINE OPTIMIZATION (SEO)
and site link e xtensions for CTRs

SEO is a great way to get organic traffic to your

ecommerce website. Optimize your website and content
including product pages, category pages, page titles,
page content, meta tags, product description, etc.

Incorporate high-value ad copies to improve conversions.

Use sitelinks extensions for better CTRs - promote your

festive collections and promotions Include concise and
informative Frequently Asked Questions (FAQs) regarding
returns, exchange, sellers, etc.

Generate Ad-text

RESULTS

How to leverage micro events to scale eCommerce

16
LANDING PAGES to be optimized Clearly showcase what is being offered to the visitor.

for the visitors, no distraction. Decrease page load time.

Try different offers to get customer information.

In order to optimize your ecommerce product and
category landing pages for sale ads, it is
important to plan your optimization strategy in
advance.

Simplify your landing page design by using

contrasting colors and keeping the important
elements above the fold.

Utilize scarcity techniques and make your call-to-

action buttons clear and simple.

In addition, add contact information to build trust

with potential customers.

To further improve your results, test different

headlines and copy.

You may update the performance max image

with the offer.

How to leverage micro events to scale eCommerce

17
 REMARKET: all website, offline,
and SM audience
Product page visitors

Website Cart abandoners

Website homepage and

Category page visitors

Page visitors on
Facebook and
Instagram
Video view audience
Social
on social platform Media
Video view audience
on YouTube

SMS, Run Click-to-whatsapp ads to divert

Whatsapp traffic to Whatsapp. Enable add-to-
cart, checkout & payment within
and Whatsapp.
Email

How to leverage micro events to scale eCommerce

18
SOCIAL MEDIA: run a hygiene
check aross all your SM channels

Update your community of the upcoming event across

all social media channels.

Start a new hashtag campaign for your event.

For example to promote their spring collection launch,
Mulmul launched #HappinessSale

Add product videos

wherever possible to
give a 360-degree view
to your audience

Add User Generated Content, ask for feedback, ask for

reviews

Over 65% of buyers rely on influencers to get inspiration

for gifting ideas, so it’d be wise to include micro, macro
and even nano influencers in your Ads.

Respond to all of your messages to gain customer

attention

How to leverage micro events to scale eCommerce

19
Client stories

BRAND IN CONSIDERATION:
Celebrity-founded Indian skincare brand

OBJECTIVE:
Valentine’s Day Sale across D2C website to launch
new products with focus on high AOV products

Results:

5X 100%+ 40%

increase in boost in the vol improvement

the topline of orders in CPC

How to leverage micro events to scale eCommerce

20
 The micro-event calendar 2023
01
January
15
January
13
January
14
January
18
February

New Year Pongal Lohri Makar Sankranti Maha Shivratri

08
March
22
March
07
April
22
April
22
April

Holi/Women's Day Gudi Pahdwa Easter Earth Day Eid al-Fitr

All India | Women's Fashion Maharashtra | Women's All India | Health & Wellness, All India | Women's Fashion
& Men's Fashion Ayurveda, Sustainable

14
May
15
June
18
June
21
June
04July

Mother's Day Raja Father's Day Yoga Day USA Independence

Odisha | Women's Fashion, All India | Men's Fashion, Office All India | Fitness, Health & Day
Food, Health and wellness & Stationary wellness, Ayurveda USA | International brands

15
August
19
August
29
August
30
August
04
September

Independence Day Teej Onam Rakshabandhan Labor Day

Kerala | Women's Fashion North India | All USA | International brands

How to leverage micro events to scale eCommerce

21
 The micro-event calendar 2023

07
September
19
September
09
October
15
October
22
October

Janmashtami Ganesh Chaturthi Thanksgiving Navratri/Durga Mahanavmi/

Maharashtra | Fashion All India | International
Pooja Dussehra

26
October
30
October
31
October
12
November
14
November

Bhai Dooj Chhat Halloween Diwali Children's Day

All India | International All India | All All India | Kids Brands

24
November
27
November
25
December
31
December

Black Friday Cyber Monday Christmas New Year Eve

All India, USA | All All India, USA | Tech All India, International | All All India, International | All

How to leverage micro events to scale eCommerce

22
 Conclusion
While Q3 and Q4 are certainly the most profitable times of year for ecommerce brands, we’ve seen
eCommerce brands generate 3x of BAU during micro-event during the former part of the year.

The key to profitability is to invest in thought-driven planning and data-backed advertising campaigns.
eCommerce brands can take advantage of Adyogi’s comprehensive performance automation tool to scale
their revenue in Q1 and Q2.

Use our advanced automations like Single-click Ad population across different channels, Stop-loss for
underperforming products, Pre-defined category smart Ads, Funnel-tracking optimizations, etc to make 2023 a
profitable year for your eCommerce business.

Stop loss & OOS exclusion

Pre-defined category
smart Ads
Single-click Ad
population

ROAS analyzer
Funnel-based
optimizations.

23
 Introducing Adyogi
A Cloud-based enterprise Saas platform to automate online sales for ecommerce stores worldwide

How to leverage micro events to scale eCommerce

24
Adyogi is a performance marketing SaaS platform that
enables you to automate your marketing efforts online.
We are a trusted Facebook Marketing partner, Google’s
Top 3 premium partners in India, and Amazon
marketing partners.

“Simple, Scalable, and Intelligent”

Catering to over 300+ clients, it’s safe to say that we

know how to scale your eCommerce brand with the
skilful learnings and experience of our specialists. Our
Clientele includes brands like Blackberry, Jack & Jones,
Dr. Vaidyas, Kushals, Aurelia, W for women, Kaff, Clarks,
Bunaai, World Organics, Tresmode, and much more

+350 more

How to leverage micro events to scale eCommerce

25
We are also partnerd with 40+ key market player
like Shopify, Shiprocket, Vamaship, etc who help in
marketing your eCommers journey as smooth as it
gets. Get more information on our Partner Page.

Get in touch with us

Adyogi Managed
Adyogi for Amazon
Adyogi Platform

How to leverage micro events to scale eCommerce

26