How to run temporary prospecting and long-term remarketing campaigns for the highest return on investment? Different tactics, pitfalls, opportunities?

PPC ads (Google Ads, Facebook Ads, etc.) are always good to start with, especially in the infancy phase of any business. Even though these are paid channels, you can launch them quickly, test and validate many business assumptions in the friction of the time and financial investments of long-term strategies (such as SEO). That’s what you shall crave for the most at the start. Learn and fail fast if needed (even if it sounds sad).

Muntenhuis selected a quite catchy, low-priced product with which to start some temporary campaigns. Offering something discounted or even for free may seem to be too salesy but still a highly recommended move to gain evidence of the product / market fit as well as win the first paying customers who to be turned into loyal customers in the future. When you have upsell options (such as a coin collection in this case) the lifetime value will pay off as the average cost per order for returning visitiors tend to be much, much lower. 

Related to searching the product / market fit, one can also run a few products simultaneously for a week or so to test out which one clicks with the audience the most and sack the rest. 

We set up Google Display Prospecting campaigns and a few Facebook Ads campaign with broader targeting and various ad visuals and ad copies to gain as many customer insights as possible in the shortest period of time. In the meantime with Google Search Ads we nurtured the growing search volume around the promoted coin.

After some initially successful campaigns seemed to exhaust a bit (too high overall impression frequency with dropping results), we simply re-create the best ones – maybe a slightly counter-intuitively with identical targeting as such restarts often give another peak performance at least for a short period of time. In this case 52% lower average cost per order could be reached although only for a few additional weeks but it’s still massively worth it. 

Unlike evergreen products, short-term (some days, some weeks) offers often burn out much quicker but the goal is to max them out – namely to get as many responses (website visitors, email addresses, orders, etc.) as possible.

Then we started to build upon the existing data pool (remarketing campaigns for tracked website visitors, special upsell promotions for the newly gained first-time buyers as well as lookalike campaigns based on the freshly built customer email database).”