Audience-First Data Strategy Step #3: Use Display and Search Targeting to Your Advantage
Audience targeting can get your advertising in front of the right group of people who exhibit the traits, interests and behaviors that are most valuable to your business. Whether running a display or search campaign, here are some targeting methods to try.
Use Your CRM data to find eligible users through data matching with IP address targeting.
IP address targeting can reach people who work at a certain business or who are a part of the same household. You can run any name, physical address or zip code you know through an IP mapping system, and it will match up with an IP address so you can then target a person on a specific device.
For our client’s display campaign, we did just that. We looked at their first-party data and matched physical addresses within their serviceable areas to IP addresses. This allowed us to cost-effectively deliver personalized display advertising to eligible users.
Focus on site data to find and advertise again to users you want to convert with retargeting.
Track prospects who visited your site while they are browsing online. Re-advertise to them within a certain amount of time to encourage them to act, whether that’s to take a specific action or purchase your product or service. Typically, retargeting is done within a few minutes or up to a few hours after a prospect leaves your website to be most effective.
We implemented a layered pixel strategy on our client’s website for our display campaign to capture users at every stage of the sales funnel. This allowed us to segment our best prospects who didn’t complete the signup process and then retarget them with specifically tailored display advertising later to nudge them one more time to convert. (Of course, we excluded those users who had already signed up.)
Optimize your campaign on your sales goal and focus on keywords that show intent to purchase (or intent to switch providers in this case) with zip code targeting.
Zip code targeting lets you home in on prospects based in a specific location, like in a residential area or across a few city blocks.
For our client’s search campaign, we used zip code targeting to concentrate on serviceable areas and leveraged the same pixels as the display campaign. We strived to target in-market users by optimizing on signups (not clicks) and focused on keywords that showed intent to switch providers so we could drive more orders.
When you follow these three steps – gather and analyze relevant data, combine the power of display and search, and include the right display and search targeting methods to reach your prospects – you’ll have the necessary components to start your own successful audience-first data strategy.