B2C marketing has its own highs and lows, for this specific client the major concern was the high CPA. The client was a beauty brand which had impulse buyers as their main source of paid advertising conversions. The main requirement was to build customer loyalty and to reduce the CPA. Challenges: The cost of customer acquisition is generally higher for new users compared to frequent purchasers. The main challenge for the client lay here, they wanted a strong and loyal customer base. Secondly, their goal was to reduce the cost per conversion, they wanted a higher return on ads spent.   Solution: I realized that what this brand mostly needs is to efficiently strategize re-marketing campaigns. Remarketing for cart-abandoners & previous buyers etc., with these re-marketing campaigns and bid adjustments for the niche audience demographics, I was able to reach the people who would stay loyal to the brand. By reaching the right audience, I was able to reduce the CPA by ...