Uso do tráfego pago pela internet para vendas de sementes de plantas de cobertura: um estudo de caso

Abstract

Cover crops are strategically used to enhance the physical, chemical, and biological attributes of the soil. However, there is a significant difficulty in finding cover crop seeds available in the market for commercial purposes. In this context, the company Camp Seeds emerged to address this demand through an e-commerce platform, providing cover crop seeds for various regions in Brazil and eliminating the logistical problems faced by farmers. The objective of this study was to evaluate the use of paid internet traffic as a marketing strategy for cover crop seeds in the Brazilian agricultural scenario. The study was conducted in the months of August, September, and October 2023, utilizing two channels: Google Ads and Meta Ads. The results indicated that August was the month with the best sales results, totaling R$ 16,274.00 with a Return on Ad Spend (ROAS) of 16.76. The channel with the best results was Google Ads, responsible for 81.82% of the sales. Results on Meta Ads were lower, possibly indicating the use of the wrong target audience. Therefore, testing new audiences to identify the correct target audience is recommended. With the completion of this study, it can be observed that online ads can significantly boost sales in the remote channel of agricultural products such as cover crops. This approach could also be explored in other areas, like agricultural inputs, as the results demonstrate that farmers are increasingly using the internet for research. This presents an opportunity for companies in the industry to tap into this trend.