This week on The Ad Project, Joe Shelerud and Noah Salzl, Account Manager at Ad Advance, discuss key strategies for optimizing ads during and after major shopping events. They cover both upper funnel and bottom-of-funnel strategies to increase traffic, awareness, and conversions. Listeners will learn how to maximize their advertising efforts during these crucial periods. Discussions include: Upper funnel strategies for increasing traffic and brand awareness before major shopping events.Switching to bottom-of-funnel strategies on the day of the event to reengage interested customers and drive conversions.Utilizing Amazon Marketing Cloud to target cart abandonment shoppers and offering targeted discounts through brand tailored promotions.Post-event strategies such as retargeting and repurchasing campaigns based on consumption patterns to maintain customer engagement.