Excluding buyers for optimised advertising campaigns

Optimising advertising campaigns is crucial to maximising the effectiveness of advertising spend. By excluding existing buyers from your campaigns, you can focus your efforts on unconverted leads and improve return on investment (ROI). This use case describes the steps required to implement this buyer exclusion strategy and the associated benefits.

Objective:

Maximise the effectiveness of advertising campaigns by excluding existing buyers to target only unconverted prospects.

Description:

1. Creation of audience segments:

   • Use Commanders Act segmentation tools to define audience segments based on recent purchase behaviour and transaction data.

   • Examples of segments: users who have made a purchase in the last 30 days, users with a history of recurring purchases, etc.

2. Share segments with advertising platforms:

   • Integrate your Commanders Act platform with your advertising platforms via the partner connectors available in the Commanders Act catalogue. For example, use the connector with Google Ads.

   • Use the connectors to send user segments to your advertising platforms.

   • Configure the segments to exclude existing buyers from your advertising campaigns.

3. Launch advertising campaigns:

   • Use shared segments to launch ad campaigns targeted at unconverted prospects.

   • Create compelling and relevant ads to encourage prospects to visit your site and make purchases.

4. Performance tracking:

   • Track the performance of advertising campaigns by analysing click-through rates, conversion rates and return on investment (ROI).

   • Analyse data to understand the impact of buyer exclusion on campaign effectiveness.

5. Continuous optimisation:

   • Use the insights gained to refine your buyer exclusion and campaign optimisation strategies.

   • Repeat the segmentation and profile sharing process for continuous improvement of campaign effectiveness.

Examples of use:

• Example: A segment of users who have made a purchase in the last 30 days is excluded from advertising campaigns via the Google Ads connector. Ads target only unconverted prospects to maximise conversions.

Associated benefits:

• Advertising efficiency: Reduce unnecessary expenditure by avoiding targeting existing buyers.

• Precise targeting: Focus your advertising efforts on unconverted prospects to maximise conversions.

• Value for money: Use your advertising budgets more effectively by excluding irrelevant audiences.

• Improved performance: Increase the return on investment (ROI) of your advertising campaigns by targeting the right audiences.

Conclusion:

By excluding existing buyers from your advertising campaigns, you can not only maximise the effectiveness of your advertising spend, but also improve return on investment (ROI) and conversions. This approach allows you to target unconverted prospects with relevant ads, contributing to better value for money and optimised business results.

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