To address these challenges, Primal devised a strategic plan. Our focus was on optimising the D-Day campaigns to improve performance and reduce the drop-off rate. Primal introduced a new strategy by adding a “view and add to cart within 5 days” component to the campaign. This adjustment allowed the campaign to target users who not only viewed but also added products to their cart during the teasing phase. The goal was to bridge the gap between adding items to the cart and completing a purchase. Additionally, Primal decided to implement ad set level budgets, a departure from using Campaign Budget Optimisation (CBO), to ensure that the “view and add to cart within 5 days” component received adequate budget allocation for maximum performance.
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