OC Tour (Fictional Company)
ROLE
For this assignment, I had to find out why retargeting would fit into the customer’s journey (Ex: Awareness, Conversion, Advocacy). Based on the existing 3rd party platforms such as Facebook and Google Ads, the retargeting process must align with each platform’s uniqueness.
PROBLEM BEING SOLVED
I found out that Conversion, Impression, and CTR are the most crucial KPIs on Facebook and Google for retargeting purposes. The business could also increase revenues and followers by retargeting site visitors. To entice the followers to become 1st-time customers, OC Tour could send discounts and newsletters through email, so OC Tour services were always in the mind of followers/customers.
CONCEPTS
- The potential of high converting users under custom engagement-based audience and lookalike audience on Facebook.
- Retargeting to site visitors and email subscribers by using Google Display ads.
- On Google Display Ads and Facebook, we also need to consider the current market trend/condition. For example, Black Friday, President’s Day.
TECHNOLOGIES
- Facebook Ads Manager
- Google Ads Remarketing