The middle funnel is where things tend to get messy. Are these people known converters for the brand or have they not purchased yet? What we ended up doing to try to get clarity around cell phone database this topic was building out different funnels for prospecting re-marketing (specifically focused around getting new customers) and then loyalty where we then had opportunities to upsell different products like accessories. We connected the data to their email service provide.

Host: And this strategy that you’re speaking

to seems to be more evergreen. Would you say this is something that you would be able to execute after COVID-19 is over?

 

Joe: Yes we’ve actually had such success

with it lately that we’ve scaled up our efforts and really focused on creative testing while our competitors have been more defensive in terms of ad spend. It’s worth mentioning that just because CPM’s are going down because everyone is at home on their devices doesn’t mean you’ll get the CPA or return on ad spend that you want. We have to now, more than a huge plus is a wide choice for targeting ever, keep user attention. Consumers have time to go through your creative. One of the things we’ve been doing recently is spending 3-4 hours going through a piece of creative and exhausting our A/B tests until we have every insight be numbers possible about a specific creative. A lot of people don’t know you can up to 10 creatives in a carousel. A lot of times you’ll only see 2-3, but we’ve been maxing it out with 6-7 creatives.