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Tag: audience

Display and search advertising: Top three strategies to expand your audience across channels

February 24, 2020 No Comments

Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.

But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.

Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.

But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).

Here are three strategies to effectively combine search and display advertising for maximum results:

1. Cast a wide net

If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.

2. Retargeting

Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.

3. Contextual targeting

If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.

Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.

Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.

The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.

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5 Tools to Find Your Audience on Paid Social Platforms

December 19, 2019 No Comments

These free tools can be used to identify profitable audience segments on leading social media platforms and set your social marketing campaign up for success.

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3 Killer Strategies for Custom Affinity Audience Campaigns

August 20, 2019 No Comments

Learn more about 3 killer strategies for using custom affinity audience targeting on the GDN, results and key lessons learned from managing this campaign type.

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Facebook Audience Network Inventory Filter: Are You Ready For The Coming Changes?

May 8, 2019 No Comments

Big changes are coming to the audience network placement for Facebook ads. Are you ready? Read to find out what these changes mean.

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Five tools for audience research on a tiny budget

April 9, 2019 No Comments

When starting out a digital marketing program, you might not yet have a lot of internal data that helps you understand your target consumer. You might also have smaller budgets that do not allow for a large amount of audience research.

So do you start throwing darts with your marketing? No way.

It is critical to understand your target consumer to expand your audiences and segment them intelligently to engage them with effective messaging and creatives. Even at a limited budget, you have a few tools that can help you understand your target audience and the audience that you want to reach. We will walk through a few of these tools in further detail below.

Five tools for audience research on a budget

Tool #1 – In-platform insights (LinkedIn)

If you already have a LinkedIn Ads account, you have a great place to gain insights on your target consumer, especially if you are a B2B lead generation business.

In order to pull data on your target market, you must place the LinkedIn insight tag on your site.

Once the tag has been placed, you will be able to start pulling audience data, which can be found on the website demographics tab. The insights provided include location, country, job function, job title, company, company industry, job seniority, and company size. You can look at the website as a whole or view specific pages on the site by creating website audiences. You can also compare the different audiences that you have created.

Screenshot of LinkedIn insights

Tool #2 – In-platform insights (Facebook)

Facebook’s Audience Insights tool allows you to gain more information about the audience interacting with your page. It also shows you the people interested in your competitors’ pages.

You can see a range of information about people currently interacting with your page by selecting “People connected to your page.”

To find out information about the users interacting with competitor pages, select “Interests” and type the competitor page or pages. The information that you can view includes age and gender, relationship status, education level, job title, page likes, location (cities, countries, and languages), and device used.

Screenshot of the "Insights" tab on Facebook Audience Insights

Tool #3 – In-platform insights (Google Customer Match)

Google Customer Match is a great way to get insights on your customers if you have not yet run paid search or social campaigns.

You can load in a customer email list and see data on your customers to include details like gender, age, parental status, location, and relevant Google Audiences (in-market audiences and affinity audiences). These are great options to layer onto your campaigns to gain more data and potentially bid up on these users or to target and bid in a separate campaign to stay competitive on broader terms that might be too expensive.

Screenshot of insights gained from Google Customer Match

Tool #4 – External insights (competitor research)

There are a few tools that help you conduct competitor research in paid search and paid social outside of the engines and internal data sources.

SEMrush and SpyFu are great for understanding what search queries you are showing up for organically. These tools also allow you to do some competitive research to see what keywords competitors are bidding for, their ad copy, and the search queries they are showing up for organically.

All of these will help you understand how your target consumer is interacting with your brand on the SERP.

MOAT and AdEspresso are great tools to gain insights into how your competition portrays their brand on the Google Display Network (GDN) and Facebook. These tools will show you the ads that are currently running on GDN and Facebook, allowing you to further understand messaging and offers that are being used.

Tool #5 – Internal data sources

There might not be a large amount of data in your CRM system, but you can still glean customer insights.

Consider breaking down your data into different segments, including top customers, disqualified leads, highest AOV customers, and highest lifetime value customers. Once you define those segments, you can identify your most-desirable and least-desirable customer groups and bid/target accordingly.

Conclusion

Whether you’re just starting a digital marketing program or want to take a step back to understand your target audience without the benefit of a big budget, you have options. Dig into the areas defined in this post, and make sure that however you’re segmenting your audiences, you’re creating ads and messaging that most precisely speak to those segments.

Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.

The post Five tools for audience research on a tiny budget appeared first on Search Engine Watch.

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60-Minute Masterclass: Audience Targeting Strategies for Google Ads

February 4, 2019 No Comments

It’s time for you to thrive in a digital marketing world that is all about audiences.

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Curate Your Audience to Get Better Results from Your Digital Campaigns

January 19, 2019 No Comments

Knowing your audience is an important part of your digital marketing strategy. These tips will help you sharpen your audience targeting.

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Next-Level Audience Targeting for your 2019 Marketing Plan

December 17, 2018 No Comments

A laundry list of audience targeting options for search and social PPC to add to your next marketing campaign testing plans.

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Quora Ads: How to Reach Your Target Audience at Key Moments

November 14, 2018 No Comments

Explore the Quora Ads platform and learn about audience targeting options, bid types, campaign best practices, ad best practices and more!

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An Overview On Pinterest Audience Targeting

October 25, 2018 No Comments

Explore Pinterest’s targeting capabilities and options that will help you increase your reach, find your best customers and increase the performance of your campaigns.

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