Strategy and Approach:In order to maximize reach and ROI in such a short period of time, the Acceleration Partners team decided to use six ad sets, each with completely different creative and targeting parameters that included a mix of page fans, lookalike audiences similar to past purchasers,specific interests in the home decor market, and site visitor retargeting. Each ad set contained two ads to A/B test: one static image ad and one scrolling product ad that displayed various products from the sale.
The strategy was to maximize reach out of the gate by using large enough budgets that could be reallocated as needed based on campaign performance. After launching the campaign, we optimized every hour based on the performance of individual ads as well as entire ad sets.By midday we had removed the ads and ad set targeting parameters that weren’t performing, shifting those budgets to the top-performing segments. We then duplicated these top performers with slightly altered targeting to add to the momentum.