Step 2. Structure of advertising campaigns

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Structure of advertising campaigns

Regarding the structure of advertising companies, first of all, it is worth defining two main directions: Acquisition (attraction) advertising campaigns and retargeting. Most of you may already be familiar with these concepts, but it is important to understand that there is a third direction, which, unfortunately, is very rarely used in advertising campaigns, even when I audit companies, including American companies. This direction is retargeting to a hot audience, that is, to those customers who are already known to the brand.

So, when structuring your advertising campaigns, this basic concept is the taiwan rcs data foundation for testing. It’s important to understand that there are not just two, but three directions, and retargeting can be seen as being divided into two more sub-directions.

When we talk about Acquisition campaigns, we are faced with the task of testing a specific set of audiences. These audiences directly relate to the previous point about saved audiences.

In the case of retargeting campaigns, we are dealing with an audience that has already had contact with our website and, for example, is browsing products or making a purchase decision. Therefore, when we talk about retargeting campaigns, we are more interested in their behavior, that is, at what stage they get stuck, so that we can guide them further along that path. However, when we achieve specific actions, such as a purchase, it is also important for us to continue working with this audience and maximize profits.