Got big plans for 2017? Then you better make sure you sustain or grow your marketing budget for new year.
Most marketers face a lesser-discussed pressure in Q4 – if you don’t spend your full budget, you face cuts for the following year.
But that doesn’t mean you should go on a mindless spending spree. Make your remaining budget work for you in Q4 by lighting-up media strategies that do two things:
If you’re already running a Search or Site Retargeting campaign with us, consider your problem solved. Here’s a sure-fire way reap rewards from your remaining budget.
Identify & Test New Segmentation Strategies
Magnetic analyzes search data throughout each campaign to identify the keyword categories, sub-categories, and brand terms that your audience is searching for as they browse the web. This tells you a lot about the people who visit your site and engage with your ads. As a result, you’ll uncover potential segments or segment attributes that you may not have considered before.
So how does that help you right now?
Bump-up your Search and Site Retargeting budget so you can test and learn segmentation strategies. You’ll get in-market fast, drive immediate performance lift, and generate insight to inform your Q1 strategy (bonus!).
This strategy is a quick-win for any type of advertiser. Magnetic has worked with a variety of brands to uncover actionable audience insight and put it to practice for Search and Site Retargeting campaigns.
Magnetic analyzed site visitors’ search behavior to identify keywords searched by qualified prospects. New keywords were added to segments, and within 30 days, the advertiser’s CPA reached an all-time low (53% lower vs. the 12-month average).
The brand identified its target audience as Adults, 30-65 years old, with a high household income. Magnetic analyzed in-flight search behavior and identified two new prospective audience segments:
Analysis uncovered a new, prospective segment: Female Movers. Shoppers that converted were 9x more likely to search for Real Estate terms, and Residential Properties were the top-searched sub-category. Converters were also 8x more likely to seek Childhood Education, and 7x more likely to search for Women’s Interest Communities.
Each day you delay poses a risk to your 2017 budget. Make moves soon before it’s too late. Contact us to learn more about getting your test segments in-market now.
* Magnetic’s total user pool
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.