Mid-low funnel strategy

 At the request of our client and in order to successfully achieve the agreed goals, we opted for a multi-retargeting strategy based on multiple Providers.

Thanks also to the support of our data scientist team, we have preliminarily established that competition between different providers improves ROAS for the same investment and that cannibalization between channels is indeed a false myth.

But that's not all: thanks to the different technologies used by the different providers, the efficiency of the marketing strategy improves significantly, which has a positive impact on the results achieved.

Going into the details of the collaboration with RTB House, after an initial phase of consultation and exploration of our client's real objectives, we implemented a flexible strategy to optimize ongoing campaigns. The main goal was to increase conversions while maintaining the desired ROAS.
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Through ongoing optimization, we also achieved a number of secondary goals - such as generating more conversions from specific product categories we wanted to push, or again, increasing sales from new customers and increasing the average shopping cart.

And not only that. Using such an approach has helped us achieve our goals in a logic of sustainability: starting from a multi-retargeting strategy in the pre-holiday season, the need to increase the number of intercepted users who had interacted with the brand in the past indeed arose. 

We therefore activated a mid-funnel campaign with the aim of "consideration", selecting target groups that matched the customer's needs as closely as possible.

By working to repopulate the user base within the listings, we were able to satisfactorily maximize revenue and conversions.