To make most of ad budget, focus on remarketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 8:15 AM UTC

Calling attention to unique selling propositions, headlines, images and ad extensions like free shipping in ad copies can make brands stand out and easy to pick.

This article suggests effective, low budget strategies to optimise advertising campaigns amid the pandemic. Create remarketing campaigns to reach existing audiences with high intent on low funnel audiences to convert them.

Google Analytics can create URL based audiences to track and connect with people who have already engaged with the website. Marketers can further target lookalike audiences across different advertising campaigns. Load the “seed” audience comprising of the best customers to get the best results.

With fluctuating cost-per-clicks and cost-per-acquisition, brands can opt for manual bidding for better control over their budget. Testing, targeting, experimenting with audiences, keywords, competitors, and platforms is recommended.

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