This one is easy: Promotion ads include any kind of promotion like sales, discounts and special offers.
When does this creative type make the most sense?
For many brands, today’s e-commerce strategy is a discount game. Scatter promotions well throughout the year and your customers will love you. Do it too often and you train your customers to only pay at a discount.
Well placed discounts make your customers feel like they’ve won something.
For prospecting when you want to increase the number of customers who will give your product a try.
For remarketing to win back customers who already know your brand, but haven’t taken the plunge.
For cross-sell campaigns to increase your customer's lifecycle at usual drop off points based on your CRM data.
What should I keep in mind when doing promotions?
Use your LTV data to determine if acquiring customers at a discount pays off when they return later to pay full price.
Pre-test creatives before major events such as Black Friday to make sure you are going into them with a clear plan and proven winners.
Figure out what language works best for your customers. Is it "50% Off" or "Buy One Get One"? Know what's converting; it might even be the offer with higher margins!
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