Being in front of the right audience is crucial for your digital advertising campaigns. Get the wrong eyes on your ads and you’re wasting your spend. Pure and simple. Place your ads in front of the right audience and you’ll get better engagement and more effective campaigns that deliver ROI.
But how do you ensure you’re targeting your campaigns at the people and audiences that will ultimately convert and make a difference to your bottom line?
The answer is simple, with Audience Extension.
Understanding Audience Extension
Audience extension provides you with a variety of techniques to target key audiences. The best techniques, or a combination, will be dependant on the needs of your business but could include the following:
Contextual advertising means that your ad will be displayed on a website that is directly relevant to your business, ensuring you can target an audience on the intent of their online activity using either:
You will be in front of your audience in the research phase when you know they’re interested and there is intent to explore further.
An ad that resonates with them will secure a higher click-through rate. This means that you won’t be wasting your spend on an irrelevant audience that has no interest in your product or service.
This allows you to effectively market to a specific user once they have shown interest in your product or service. Retargeting works by painting a user with a marker that enables you to market to them as they make their way around the internet.
For example, if a user has browsed a certain pair of shoes on your website, they would then be given a unique marker that can you track. You can then promote the shoes to them around the internet on different websites, away from where they first viewed the product. Retargeting will ultimately help potential customers along the purchase funnel and lead to that all-important conversion.
Geotargeting and geofencing, collectively called Geolocation, means you can target key audiences on a local level. Ads will be served in that location and only that location. There’ll be minimal wastage of your spend.
Targeting on this granular level is a much more cost-effective solution than the slow burner of local SEO. It provides instant bang for your buck and means you don’t need to rely on users being in platform as you would with search and social.
This is how you can target audiences known to occupy a specific geographical area. There are various different targeting methods you can choose such as an address, a zip code or even a landmark. You can then put a radius around your chosen location.
Your spend only goes towards targeting your defined demographic in this area. It’s ideal to increase awareness of your brand and generate new business in specific locations.
With Geofencing it is less about the specific audience and more about an individual’s proximity to a defined location. You design your own location, by drawing a “fence” around it. This limits your spend to potential customers in and around the area of one of your local stores or even one of your competitors. You’re not wasting budget on people that aren’t relevant.
If someone has been at one of your locations but didn’t purchase, you can use a geo-fence to message them and invite them back with an enticing deal. If you’re running a time-specific offer in-store, you can create fences to target your ideal potential customers. Fences can even be created around your competitors to serve their customers with one of your ads, assuming they have intent to buy.
Think of geofencing as retargeting in a physical space. Once someone has entered your fence, you can then place a marker on them. This means that you can re-market to them wherever they go, whether in a physical or digital space.
Now you can start to get tactical with your local campaigns.
Audience Extension with Fluid Ads
Our Creative Intelligence Platform is your end to end solution to manage all of your digital display activity.
We enable you to build beautiful, multi-size, feature rich and on-brand digital display ads through our Ad Builder. Our audience extension capabilities then provide you with rich contextual, re-targeting and geolocation technology that gets your ads in front of the right audience based on their online intent, search history, location and your defined geofences.
Our campaign managers will be available to advise on each aspect of your campaign, implementing the defined audience targeting depending on your business goals and KPIs.
You also receive an advanced insights report for each of your campaigns that can then be used to inform your ongoing digital advertising strategy.
If you want to engage with the key audiences for your business then contact us today to learn more.
Retargeting is essential to guide users through the purchase funnel right the way to conversion and a fundamental part of any digital advertising strategy.
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