We place the greatest emphasis on creative testing in prospecting (also known as the cold funnel), as this is where the greatest growth lever lies. Optimizing an ad account also includes product testing. Especially when we senegal phone number data take over a new ad account, we look at which products perform well. That is, which products have a good product-market fit (or product-channel fit, if you will) and perform well in terms of the MER (marketing efficiency ratio). We then focus on these products in the cold funnel to enable scaling.
Products in retargeting
We then, of course, also include these so-called flagship products in retargeting (Product X in the graphic). However, we regularly test whether products that didn't perform well in prospecting work in the retargeting funnel (Products Y & Z in the graphic). This test often shows positive results – but not for all products and not in all accounts.
Just as with creative testing, whether and how well a product performs in retargeting depends on many factors. For example, the retargeting audience, the angle of the retargeting ad, or how many different touchpoints a product or user needs in the customer journey to purchase. This makes perfect sense from a marketing psychology perspective, because different users need different approaches at different points in the funnel or their customer journey to convert.
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