The Readout – July 2023
nestcommerce.co
H2 STRATEGY
We recommend upper-funnel tactics at every stage of growth Since the onset of the internet, performance marketing has allowed for highly targeted marketing campaigns – and is behind most brand’s online growth. However, iOS 14 greatly impacted targeting, narrowing attribution windows and reducing the quantity of tracked conversions. In an environment where quick results are few and far between, ROI has to be measured differently, and this has led many marketers to return to brand. Upper-funnel tactics are a powerful opportunity to drive incremental reach and generate new customer demand. We suggest a growth strategy that leverages full-funnel activation alongside brand solutions. Managed correctly on Meta, cheaper traffic achieved through investment in brand will feed into your retargeting campaigns, resulting in cheaper CPA. The wider and less competitive audience size, in addition to additional learnings, allow the algorithm to learn faster. Brands that continue to only invest in performance will limit their growth and will see increased CAC.
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