Phase 2: Expand

Q: Phase 2: Expand

Audiences Insight: With the initial rollout successfully covering remarketing tactics, the campaigns had not yet reached economies of scale. Action: It was time to test into prospecting . First, we added different prospecting audiences to the sale campaigns, including interest based and CRM lookalikes. They proved effective there and were quickly added to the evergreen campaigns as well. Ad Types Insight: Relative to our ROAS goals and the other ad types, Snap ads were performing below expectation, especially for sale campaigns. Action: We discontinued Snap ads for sale campaigns, and kept a minimal presence of them on the evergreen campaigns. This intentionally allowed us to keep ad type diversity and reach people in different placements, while also putting extra focus on the top performing ad types : Story and Collection ads.

Phase 2: Expand

Audiences

Insight: With the initial rollout successfully covering remarketing tactics, the campaigns had not yet reached economies of scale.

Action: It was time to test into prospecting. First, we added different prospecting audiences to the sale campaigns, including interest based and CRM lookalikes. They proved effective there and were quickly added to the evergreen campaigns as well.

Ad Types

Insight: Relative to our ROAS goals and the other ad types, Snap ads were performing below expectation, especially for sale campaigns.

Action: We discontinued Snap ads for sale campaigns, and kept a minimal presence of them on the evergreen campaigns. This intentionally allowed us to keep ad type diversity and reach people in different placements, while also putting extra focus on the top performing ad types: Story and Collection ads.