What is a Wild Card campaign?
We call it a Wild Card because you have complete control over what shows up in this recommendation section and it will always meet a specific business goal. Read on to understand this use case better ->
What to show
You can manually select the products from your catalog and call it a New Arrivals section / Spring Summer Best Sellers / Shades of Red / whatever you want.
Where to show
You can also choose to show this section on all pages or specific pages with URL targeting.
For eg: Show this section only on the URL that contains red-tshirt or utm_source=facebook
Whom to show
Lastly, you can also combine this with targeted segmentation and show it to specific segments of visitors.
For eg: Show the Spring Summer collection widget to only people who clicked on the Spring Summer ad campaigns on Meta.
You can run a Wild Card campaign to meet different business objectives - like gathering interest in your new collection or providing a sync-ed experience on ads and your website by showing the same products. These campaigns will meet a specific goal that you decide.
How do you create a wild card campaign?
Best Practices
Monitor the performance of the wild card campaign by tracking engagement metrics, click-through rates, and conversion rates. Analyze which collection perform the best and refine your selection over time based on data-driven insights
Create multiple campaigns with various user segments to test who is responding to your wild card products favorably. This can then help you double down on marketing for that user segment further.
Use Wild Card campaigns to showcase festive or seasonal products. For eg, clothing for Halloween, Umbrellas for the days it’s raining, grills for the 4th of July etc.
You can also map products you’re showcasing on email or paid ads to redirect traffic when they land on your website
Inspirations for Wild Card
Convert the products in your Instagram and Facebook Ads and add them directly on the landing page for users landing through paid ads
Showcase products that you want to clear out the inventory
Highlight the product on sale/best sellers/new arrivals
Feature products for upcoming festive season. For eg - Halloween, 4th of July, BFCM etc
