Senorita Fashions

30-Day Performance Marketing Funnel Strategy

Prepared by Fibre2Fashion Retail Pvt. Ltd.

May 2025

Executive Summary

This comprehensive strategy outlines a 30-day Meta advertising campaign designed specifically for Senorita Fashions. Based on our thorough analysis of your brand's unique positioning in the contemporary women's fashion market, we've developed a multi-stage funnel approach that will maximize your advertising ROI.

Our strategy leverages Senorita Fashions' strengths in quality fabrics, versatile contemporary styles, and affordability to create targeted messaging across different customer journey stages. The proposed budget allocation is optimized based on industry benchmarks and competitive analysis to ensure efficient spending and maximize conversions.

Key Strategy Highlights:

  • Full-funnel approach targeting prospects across four distinct stages
  • Strategic budget allocation with higher investment in high-converting segments
  • Data-driven optimization schedule for continuous performance improvement
  • Total recommended budget: ₹1,80,000 for a 30-day campaign period
  • Projected ROAS (Return on Ad Spend): 3.5x to 4.2x

Marketing Funnel Structure

Our performance marketing strategy follows a proven four-stage funnel approach designed to guide potential customers from initial brand discovery to repeat purchases. Each stage is strategically designed with specific objectives and metrics to drive performance.

Why This Funnel Works:

  • Captures audience at different purchase readiness levels
  • Optimizes ad spend based on conversion likelihood
  • Creates multiple touchpoints for brand reinforcement
  • Allows for targeted messaging appropriate to each stage
1. Awareness (40%)
2. Engagement (30%)
3. Conversion (20%)
4. Retargeting (10%)
1

Awareness Stage

Building brand visibility and introducing Senorita Fashions to new potential customers.

Key Objectives:
  • Maximize reach among fashion-conscious women in target demographics
  • Introduce brand values and unique selling propositions
  • Generate interest in Senorita's contemporary styles and quality fabrics
Campaign Types
  • • Reach optimization
  • • Video views
  • • Brand awareness
Target Metrics
  • • CPM: ₹150-200
  • • Reach: 400,000+
  • • Video completion rate: 15%+
Budget Allocation
₹72,000 40%
2

Engagement Stage

Deepening interest and encouraging interaction with Senorita Fashions content and products.

Key Objectives:
  • Drive engagement with product showcases and styling content
  • Encourage website visits and product exploration
  • Build a remarketing audience for future targeting
Campaign Types
  • • Traffic campaigns
  • • Engagement campaigns
  • • Carousel ads
Target Metrics
  • • CPC: ₹12-18
  • • CTR: 1.8-2.5%
  • • Avg. page views: 3+
Budget Allocation
₹54,000 30%
3

Conversion Stage

Converting interested prospects into customers by highlighting product benefits and offers.

Key Objectives:
  • Drive product purchases from high-intent audiences
  • Optimize for high-value cart additions
  • Showcase bestsellers and high-margin products
Campaign Types
  • • Conversion campaigns
  • • Collection ads
  • • Dynamic product ads
Target Metrics
  • • CPA: ₹550-750
  • • Add-to-cart rate: 8%+
  • • Conversion rate: 2.5%+
Budget Allocation
₹36,000 20%
4

Retargeting Stage

Re-engaging visitors who showed interest but didn't convert, and encouraging repeat purchases.

Key Objectives:
  • Recover abandoned carts and browsing sessions
  • Promote complementary products to existing customers
  • Maximize customer lifetime value
Campaign Types
  • • Catalog retargeting
  • • Website custom audience
  • • Customer list targeting
Target Metrics
  • • ROAS: 6x+
  • • Cart recovery rate: 20%+
  • • Repeat purchase rate: 15%+
Budget Allocation
₹18,000 10%

Budget Allocation & Breakdown

Total Monthly Budget

₹1,80,000

Recommended 30-day campaign investment

Daily Budget ₹6,000
Projected ROAS 3.5x - 4.2x
Projected Revenue ₹6,30,000 - ₹7,56,000

Funnel Stage Budget Distribution

Funnel Stage Daily Budget Monthly Budget Allocation Distribution
Awareness ₹2,400 ₹72,000 40%
Engagement ₹1,800 ₹54,000 30%
Conversion ₹1,200 ₹36,000 20%
Retargeting ₹600 ₹18,000 10%
Total ₹6,000 ₹1,80,000 100%

Budget Optimization Note

Budget allocation will be reviewed weekly based on performance metrics. We may shift up to 20% of the budget between stages to maximize ROI based on real-time campaign data.

Campaign-Specific Budget Breakdown

Campaign Name Funnel Stage Daily Budget Monthly Budget Primary KPI Target Value
Brand Intro Video Awareness ₹800 ₹24,000 Video Views ₹0.80 per view
Lifestyle Reach Campaign Awareness ₹1,000 ₹30,000 CPM ₹150-180
Collection Showcase Awareness ₹600 ₹18,000 Reach 100,000+ unique users
Website Traffic - Carousel Engagement ₹1,000 ₹30,000 CTR 2.0%+
Style Guide Content Engagement ₹800 ₹24,000 Engagement Rate 5%+
Collection Ads - Co-ord Sets Conversion ₹700 ₹21,000 ROAS 3.0x+
DPA - Best Sellers Conversion ₹500 ₹15,000 CPA ₹600-650
Cart Abandonment Retargeting ₹400 ₹12,000 Conversion Rate 15%+
Cross-Sell Campaign Retargeting ₹200 ₹6,000 ROAS 6.0x+

Key Performance Indicators (KPIs)

Tracking the right metrics is crucial for campaign success. We've identified the following KPIs to monitor across each funnel stage, with benchmark targets based on industry standards and competitive analysis.

CTR

Primary

Click-Through Rate measures ad engagement and relevance to the target audience.

1.8% - 2.5%

Industry benchmark: 0.9%

CPC

Primary

Cost Per Click indicates how efficiently we're spending to drive traffic.

₹12 - ₹18

Industry benchmark: ₹22

ROAS

Primary

Return On Ad Spend shows how much revenue we generate per rupee spent.

3.5x - 4.2x

Industry benchmark: 2.8x

Add-to-Cart %

Primary

Percentage of website visitors who add products to their shopping cart.

8% - 12%

Industry benchmark: 6.5%

KPI Category Metric Target Value Relevance Tracking Frequency
Awareness Metrics CPM (Cost Per 1,000 Impressions) ₹150-200 Measures cost efficiency in reaching audience Daily
Reach 400,000+ unique users Shows campaign visibility Weekly
Frequency 2-4 times per user Prevents ad fatigue Weekly
Video View Rate 15%+ completion Indicates content engagement Weekly
Engagement Metrics Click-Through Rate (CTR) 1.8-2.5% Measures ad relevance and appeal Daily
Cost Per Click (CPC) ₹12-18 Shows traffic acquisition efficiency Daily
Page Views Per Session 3+ Indicates website browsing depth Weekly
Avg. Session Duration 2:30+ minutes Shows interest level in content Weekly
Conversion Metrics Conversion Rate 2.5%+ Efficiency in turning visitors to customers Daily
Cost Per Acquisition (CPA) ₹550-750 Cost to acquire a new customer Daily
Add-to-Cart Rate 8%+ Product interest indicator Daily
Return on Ad Spend (ROAS) 3.5x-4.2x Campaign profitability Weekly
Retargeting Metrics Cart Recovery Rate 20%+ Success in recovering abandoned carts Weekly
Retargeting ROAS 6x+ Efficiency of retargeting campaigns Weekly
Repeat Purchase Rate 15%+ Customer loyalty indicator Monthly

KPI Tracking Tools

All KPIs will be tracked through a combination of Meta Ads Manager, Google Analytics, and a custom dashboard we'll create for Senorita Fashions. Weekly reports will be provided highlighting performance against targets with actionable insights.

Optimization Timeline & Strategy

Campaign performance will be continuously monitored and optimized throughout the 30-day period. Our systematic approach to optimization ensures we're making data-driven decisions to maximize ROI.

Pre-Launch (Days -7 to 0)

  • • Set up Meta Pixel with advanced event tracking
  • • Create audience segments and lookalike audiences
  • • Prepare ad creatives and A/B testing variants
  • • Configure conversion tracking and attribution settings
  • • Establish baseline metrics for benchmarking

Week 1 (Days 1-7): Learning & Initial Optimizations

  • • Daily: Monitor initial performance metrics across all campaigns
  • • Day 3: Pause underperforming ad creatives (CTR < 0.8%)
  • • Day 5: Adjust bidding strategies based on early CPC/CPM data
  • • Day 7: Review audience performance and refine targeting
  • • End of Week: First performance report with initial learnings

Week 2 (Days 8-14): Scaling & Audience Refinement

  • • Day 8: Scale budget for top-performing ad sets by 15-20%
  • • Day 10: Deploy new ad creatives based on Week 1 learnings
  • • Day 12: Review and optimize engagement campaigns
  • • Day 14: Analyze website behavior and optimize landing pages
  • • End of Week: Mid-campaign performance report with ROAS analysis

Week 3 (Days 15-21): Conversion Optimization

  • • Day 15: Shift budget allocation based on funnel performance
  • • Day 17: Optimize conversion campaigns for improved CPA
  • • Day 19: Refine retargeting audiences and messaging
  • • Day 21: Evaluate catalog ads performance and product set adjustments
  • • End of Week: Conversion optimization report with actionable insights

Week 4 (Days 22-30): Scaling & Future Planning

  • • Day 22: Scale winning campaigns for maximum reach
  • • Day 24: Final creative optimizations and refresh
  • • Day 26: Evaluate audience saturation and expand targeting if needed
  • • Day 28: Begin planning for campaign extension or next phase
  • • Day 30: Final performance analysis and future recommendations

Optimization Focus Areas

  • 1
    Creative Performance

    A/B test images, videos, copy elements, and ad formats to identify top performers.

  • 2
    Audience Refinement

    Analyze performance by demographic, interest, and behavior segments to optimize targeting.

  • 3
    Bid Optimization

    Adjust bidding strategies and budget allocation based on performance data.

  • 4
    Placement Optimization

    Analyze performance across different Meta platforms and placements to prioritize high performers.

Optimization Best Practices

  • Avoid making multiple significant changes simultaneously to isolate impact.
  • Allow learning phase to complete before making optimization decisions.
  • Consider day-of-week performance patterns when evaluating metrics.
  • Focus on statistical significance before making major budget shifts.
  • Leverage Meta's AI-powered optimization features but maintain manual oversight.
  • Review competitor activity and market trends weekly for strategic adjustments.
  • Document all optimization decisions and results for future campaign reference.

Conclusion & Next Steps

This 30-day Meta advertising strategy provides a comprehensive framework to drive awareness, engagement, and sales for Senorita Fashions. By implementing this full-funnel approach with careful optimization and performance tracking, we expect to achieve significant growth in brand visibility and revenue.

The structure is designed to be flexible, allowing for data-driven adjustments based on real-time performance. Our focus on high-quality creative assets showcasing Senorita's contemporary designs, combined with strategic audience targeting, will position the brand for sustainable growth in the competitive women's fashion market.

Recommended Next Steps:

  1. Review and approve budget allocation and campaign structure
  2. Provide access to product catalog and high-quality brand assets
  3. Finalize tracking setup including Meta Pixel implementation
  4. Schedule kickoff meeting to align on campaign timeline and reporting cadence
  5. Begin creative production for initial campaign launch

Ready to get started?

Let's transform your digital marketing performance together.