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How to leverage data in your digital advertising strategy

Data is always going to play a fundamental role in your digital advertising strategy.

By defining the needs, motivations and buying habits of your customers, you will have a detailed picture of your audience. With this comes the opportunity to better tailor your messaging and boost the performance of your advertising with scale.

Here we run you through your potential opportunities to make the most out of data for your digital advertising strategy.

Pre-campaign

The right targeting is essential to bring an element of precision to your advertising. Simply creating a one size fits all message and hoping it will reach the right audience just won’t work.

Data is crucial at this point to define who you should be targeting. Tap into your website analytics to understand those users that interact with your website and where. Look at your sales data to detail the customer demographics that purchase certain products.

Does this vary geographically? Dig into search data to evaluate the terms your audience are using to search around your products.
Each of these data streams will help you to begin to build a picture of your target audience that underpins your digital display targeting, whether demographic targeting, keyword targeting or contextual targeting.

Retargeting

The right use of your website data will also underpin your Retargeting strategy. When done well, Retargeting has the potential to outperform standard digital display advertising by 10 times.

So, what do you need to do it well? Again, it’s crucial to have a full understanding of your website analytics and what this tells you about user behaviour. It isn’t enough simply to blanket retarget all interested users with the same message.

Retargeting is about recapturing that interest and serving each user with tailored marketing display ads. Tap into the data to analyse website activity, specifically looking at where users landed on your site, how often they viewed specific categories or products, and how many times they may have returned. A deep analysis of this data enables you to segment your audience based on intent.

This intent then defines the message each user must receive, whether a product-focused ad (of the exact product they viewed or abandoned in their cart), a category-focused ad or an information-focused ad.

Geotargeting

If you plan to use Geotargeting to provide a consistent user experience between the online and offline aspects of your business, this should also be used as a valuable data collection exercise.

By tracking which users come into the store and purchase based on a specific ad creative this will provide detailed data on what works and resonates with your audience. This needs to be fed back into your advertising strategy assisting you to further tailor your digital display ads for optimal performance.

Post-campaign

The reporting from your campaigns provides invaluable data to further enhance your ongoing strategy.

Instead of simply focusing on clicks and impressions, data around user location, device, even impact of the weather for example, enables you to dig deeper into your audience on a granular level. By securing insights from the demographics that engage with your ads, you know which audiences convert and the creatives that work time and time again.

As always, performance comes from the detail in the data.

Contact us today to learn how Fluid Ads can help you enhance your digital advertising strategy to stay ahead of the competition.

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