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Experimenting with these audiences can provide brands with an estimated customer acquisition cost.

This article makes recommendations about using Facebook ads to target cold audiences. Instead of using “a massive amount of content” to direct cold audiences to products, the author suggests using Facebook ads.

The piece notes that businesses must budget for testing new audiences. Targeting and experimenting with cold audiences through testing can provide an estimate of the conversion rate and customer acquisition cost.

Marketers can use creatives that performed the best among warm audiences to test those ads with cold audiences. The piece suggests that measuring click-through rates can allow businesses to gauge whether the audience is matching up with the content that it is being served with.

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[15 minute read]

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