Our client’s marketing strategy was more based on direct cold advertisement (targeting those who have not heard of us with buy now ads). The competition within the pet eCommerce niche is vast and the fact they didn’t have any re-targeting in place for both existing customers and those who had showed an interest in the brand, meant they were likely leaving thousands on the table. So, to combat this we went about creating a more complete ad strategy with cold, hot, re-targeting and existing customer campaigns.