At the beginning of promotional periods, I prioritized awareness campaigns (including meta ads) to introduce seasonal collections and generate qualified traffic. As audience engagement and website visits increased, I shifted a greater share of the budget toward consideration campaigns focused on product discovery and customer intent. During the final phase of the campaign, I strategically reduced upper-funnel spend and increased investment in retargeting audiences, serving personalized product and promotional messaging to shoppers who had already interacted with the brand. This phased budget allocation helped maximize purchase conversions while improving overall marketing efficiency. 

Ad content is added throughout the month to stimulate dropping performance, especially when targeting locally. Ad campaigns will deliver more quickly with smaller target populations, which require a different ad and budget strategy than regional or nationwide advertising campaigns.

Each ad campaign will use different objectives and KPIs. For instance, the awareness stage will use website views and clicks as prioritized metrics, while consideration and retargeting stage will use "add to cart" or purchases. However, with B2B and Trade Program campaigns, the lead form metric is necessary. I found that optimizing the website's landing page had vastly improved conversions and overall performance. SEO keywords were implemented to match the google search campaign as well.