Working with advertising campaigns Step 1. Identify demand segments
Posted: Sun Jan 26, 2025 8:51 am
213_5.pngSelected demand segments
— Main product
These are the advertising campaigns that provide the most targeted and high-margin demand. These campaigns were worked out most thoroughly and scaled up at the first opportunity. When the "low" season came, the budget for them was cut last.
Since this is the company's main product range, we maintained a argentina consumer email list higher CPO for it and actively worked on competitive traffic. The latter is considered less convertible, but it forms a loyal audience. From this point of view, "parasitizing" a competitor's brand is even more effective than working with information demand: such an audience is better informed about the product.
- Related products
Our client is not an online store and prefers not to sell related products separately from the main one. But working with demand for additional product categories allowed us to increase audience reach, introduce customers to the brand-manufacturer and increase sales. 66% of revenue from purchases of the main product comes from the audience that came through the advertising campaign for related products.
Here we worked according to the strategy of maintaining a minimum CPO: the budget for these ad campaigns, as a rule, did not allow us to provide 100% of potential coverage. We tried to collect the maximum number of leads with a fixed budget.
— "Smart" retargeting
Cross-category remarketing ad campaigns are helped by:
Bringing the audience of related products to the purchase of siding
Upsell siding buyers a more comprehensive solution (with related products)
— Main product
These are the advertising campaigns that provide the most targeted and high-margin demand. These campaigns were worked out most thoroughly and scaled up at the first opportunity. When the "low" season came, the budget for them was cut last.
Since this is the company's main product range, we maintained a argentina consumer email list higher CPO for it and actively worked on competitive traffic. The latter is considered less convertible, but it forms a loyal audience. From this point of view, "parasitizing" a competitor's brand is even more effective than working with information demand: such an audience is better informed about the product.
- Related products
Our client is not an online store and prefers not to sell related products separately from the main one. But working with demand for additional product categories allowed us to increase audience reach, introduce customers to the brand-manufacturer and increase sales. 66% of revenue from purchases of the main product comes from the audience that came through the advertising campaign for related products.
Here we worked according to the strategy of maintaining a minimum CPO: the budget for these ad campaigns, as a rule, did not allow us to provide 100% of potential coverage. We tried to collect the maximum number of leads with a fixed budget.
— "Smart" retargeting
Cross-category remarketing ad campaigns are helped by:
Bringing the audience of related products to the purchase of siding
Upsell siding buyers a more comprehensive solution (with related products)