When you have a smaller digital marketing budget, every dollar counts, and you often need to get creative to make sure your ads show where you want.
In this post, I’ll walk through a few important tactics to utilize if you are launching a new program or if you have an established program with a smaller budget.
- Retargeting site visitors and purchasers
- Mid-funnel remarketing
- Bid adjustments: Geo-targeting and ad scheduling
- Search terms reports: Exact keywords and negative keywords
- InMarket and Similar Audiences for competitive terms
1. Retargeting site visitors and purchasers
We all know that it takes more money to acquire a brand-new customer than it does a customer who has already purchased or otherwise engaged with the brand. Paid search[1] and paid social can be a very competitive space, so it’s crucial to use audience targeting to the best of your abilities. One easy way to get the biggest bang for your buck, with lower CPAs (Cost per acquisitions) and higher ROAS (return on advertising spend), is to retarget site visitors and purchasers. These users have already shown intent and interest in your brand, making it easier for them to engage.
It is important within your search campaigns to either segment these users into their own campaign or bid-up on them within your current campaigns. For GDN (Google Display Network) and paid social, try to get in front of these users with a special message to bring them back to the site, and keep these campaigns separate from your acquisition campaigns. For both paid search and paid social, consider special messaging or discounts for these users to help them convert.
2. Mid-funnel remarketing
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