How To Make Big Demand Gen Bets That Beat the House (and Deliver ROI)
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APRIL 4, 2023
If you can’t check both of those boxes, consider cutting back on brand marketing and other high-lift, longer-term plays, like videos, podcasts, and events. Say you’re expanding into a new market and have a campaign that’s driving a 3:1 return on ad spend (ROAS). Instead, focus on short-term (demand) gains. The campaign would stay on.
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