Page 17 - Black Friday Ebook (FINAL)

We Are Purple Dog Tips

Do you have to be present on every channel?

You don’t. Do some research: where are your customers spending time?
What type of content are they likely to consume?

Select the best channels according to your audience.

At a minimum, we recommend:

● Facebook
● Instagram
● Google Ads for branded keywords (your brand name)

Audiences

Here is a list of audiences you want to build to run your paid campaigns:

● Pre-traffic
● Interest-based Audiences
● Custom Audiences
● Engagement
● Segmented email Lists
● Lookalike Audiences

You essentially have 3 types of audiences:

● Cold: these people have never heard of you

● Warm: these audiences have had some contact with your brand (web
visits, engaged with your social posts...) but haven’t taken any actions

● Hot: these are the audiences closest to conversion (abandoned carts, high
amount of time spent on your website, existing purchasers...)

Don’t wait until November to start building your warm audiences.

By then it’s too late and costs will be at their highest!

We’ll discuss these audiences in detail in our Preparation chapter