Campaign Strategies


In order to achieve good ROI it is very important to choose the right strategy for ad campaign:

There are two types of ad campaign strategies:

  • Prospecting
  • Remarketing

Audience Targeting

Prospecting


This type of strategy is used for awareness and to identify the audiences who might be interested in our product or services.

    In this strategy audiences might be targeted based on:

  • Geography or Location
  • Keywords
  • Placements
  • Topics
  • Demographics
  • 2nd or 3rd party data​

Campaign Strategies

Remarketing


This type of strategy is used to target the audiences who showed interest in our product or services.


    In this strategy audiences are targeted based on:

  • 1st party data

How remarketing works?

Why use remarketing campaign?


  • Sales:To sell products on your E-commerce or online shopping site.

For example if a user has visited to your e-commerce site and was looking for “smartphone” but did not purchased anything. Then you would like to show ads related to “smartphones” available on your website to that user, so that user returns to your site and make a purchase.

Campaign Targeting Settings
    Remarketing:    
    1st party data “Users viewed smartphones”    


  • Loyalty: To offer new products or services as a loyal customer

For example if a user has purchased a “smartphone” from your site then you would like to remarket that user for smartphone accessories such as “screen protectors” , “case covers”, etc.

Campaign Targeting Settings
    Remarketing:        1st party data “Users purchased smartphone”    


Remarketing

Why use prospecting campaign?


  • Awareness: To make people aware of your brand or product

For example if you have started a new grocery store in Mumbai, India then you would target people located in Mumbai. Here the main goal of the campaign is to make residents of Mumbai aware that a new grocery store is opened in their city.

Campaign Targeting Settings
Location:
Mumbai


  • Marketing: To target people who are looking for similar product or services as yours.

For example if you want people who are looking for “grocery store in Mumbai” to visit your grocery store. In this case you would target people located in Mumbai and looking for grocery store.

Campaign Targeting Settings
        Location:        Mumbai
Keyword:  grocery store in Mumbai  


Digital Marketing