(3) Audience Building Strategies

(3) Building Retargeting Audiences of Future Clients

1. What’s the goal and advantages of this strategy?
2. Different strategies to build audiences before BFCM

This would be the HYPE phase of the 5 phases of the Flash Campaign, we will see this in a minute.

THE GOAL

• Create future buyers cheap
• Feed Andromeda’s retrieval with recent, rich signals so your ads rank better in the auction when CPMs explode
  → Ads rank based on user value, how relevant is this ad for the user
  → If 200,000 people viewed 75%+ of your video, it’s very likely that you can reach them at a low CPM

It’s difficult, and expensive, to reach millions of new users on Black Friday.

If I can secure a pre-built audience of:

1. 100,000 75% video viewers
2. 100,000 IG engagers 30d
3. 10,000 VIP email subscribers

How to Build this Audience?

1. LEAD GEN (Native or website, decision)
   Can I retarget them? Yes, both ads retargeting and sending lots of emails
   Short-term benefit? Build up my email list
   → Takes 1 year to make this effort profitable
   
   Native $0.6-$1 CPL
   Website $1-$4 CPL
   
   Website: “Lead Campaign” and then on ad set “Website”
   
   Option 3: Purchase campaign, aiming for leads on website
   → If you get ROAS 1.5
   → CPL is €4 (it’s lower because you get purchases)
   
   Make your numbers !!
   

Chat GPT Prompt to calculate the profitability of this campaign assuming certain metrics:

"If my CPL = €0.20  

And I capture 1000 leads  

ASSUMING: Email open rate: 40%  

ASSUMING: Email CTR: 10%  

ASSUMING: Website conversion rate from email: 10%  

AOV for Black Friday: €120  

Then how much revenue do I generate, and what is the ROAS?"

Or alternatively:

"In a lead generation campaign, pre-Black Friday, to build a VIP database,  

ASSUMING: Email open rate: 40%  

ASSUMING: Email CTR: 10%  

ASSUMING: Website conversion rate from email: 10%  

AOV for Black Friday: €100  

What should my maximum cost per lead be if I want a ROAS of 3?"

**Include that you’re sending 10 Black Friday emails

2. REMINDER ADS
   Can I retarget? No
   Short-term benefit? No
   
   
   Not recommended.
   
   
3. VIEW CONTENT CAMPAIGNS
   Can I retarget? Yes, but not everybody
   Short-term benefit? Not a lot
   
   $28k USA (CPC $0.15-0.20)
   100,000 link clicks → RET , reach 25,000
   
   
   

Simple ABO

October 18th-November 22nd

• Audience size: 100,000 people
  

4. VIDEO VIEW CAMPAIGN
   Can I retarget? Yes
   Short-term benefit? No
   If you make REALLY good brand videos, it’s a great strategy
   
   How qualified is someone after watching my video?
   → Emotional connection with the brand
   → 3rd person giving validation to the brand
   → Authority
   → (...)
   → Introduce the products
   → CTA: check them out on IG or check their site … (learn more)
   
   
   
   ***Update:
   
   Too cheap to be true, we are suspicious.
   Also you will get NO link clicks.
   
   
5. VISIT INSTAGRAM PROFILE (traffic)
   Can I retarget? Yes
   Short-term benefit? Followers on IG
   Strong engagement signal to Meta.
   
   10% of daily budget
   
   
6. EXTRA: Leadgen with a Quiz for hyper qualified leads
   Find out what type of collagen you need
   Dr Squatch: Find your perfect shampoo bar
   (...)
   Expensive CPL, but high quality

On top of it,

• If on October 1st, I get a user to watch 75% of a video
• I need to stay top of mind from Oct 1st to Nov 20th (50 days)
  
• Reach Retargeting to stay top of mind for 1 month
  Small daily budget
  Audience: all people who watch 75% of our brand videos

________________________________________________________

Example of a great strategy with $2,000:

• $1,000 on Instagram profile visits
• $500 on Video Views (good videos)
• $500 on Reach Retargeting both audiences
• Start: October 20th
• Finish: November 20th

Example of a great strategy with $5,000:

• $2,000 on Instagram profile visits
• $2,000 on email list building
• $1,000 on Reach Retargeting both audiences
• Start: October 20th
• Finish: November 20th