Hit The Bullseye With Audience Targeting
Hit The Bullseye With Audience Targeting
The FieldTest Team · May 15th 2019
Let’s pretend for a minute that you’re cruising around the internet reading articles, checking emails, and staying up to date on your social media feeds. Then, as if out of nowhere, you see an ad for some trail running shoes. You didn’t know you needed these specialty shoes, but they seem cool, and now you absolutely have to have them.
This is what digital advertisers call audience targeting. It’s a tactic that puts ads in front of new audiences who are likely to click and buy the featured product. And while not every marketer uses it, everyone who has looked at their computer or phone screen has most certainly experienced it.
For many new to the digital advertising game, audience targeting may seem like a complex science with loads of complex formulas and algorithms. Lucky for you, it’s actually fairly simple. And it’s also an incredibly important element for your campaign, as it’s the first step in a successful full-funnel marketing strategy.
Think of it like this: you’ve got your amazing product and you’ve created a ton of exciting content. Now you just need a little “predictive magic” to make sure it gets in front of the right audience. Say hello to audience targeting.
So What is Audience Targeting
Essentially, audience targeting is when a digital advertiser places their product or services in front of a specific group of people. More specifically, it’s the use of first-party and third-party data to target particular audiences based on their demographics, interests, location and behaviors.
With audience targeting, this kind of tactical, data-driven filtering helps determine the audience that sees your ads. How you target your message depends on your offerings, audiences, and campaign goals.
How to Find Your Target Audience
Now that you’ve got a better grasp on the definition of audience targeting, you’re probably wondering how to put it to work. Your target audience is out there, and with the right strategies and tactics you’ll find them, create a connection, and eventually make them loyal customers.
If you currently have a sturdy customer base, all you need to do is profile your customers. But if you’ve got a new business or product, you’ll need to define your audience. And to do that you’ll need important data based around audience behavior, demographics, and location. If you’re selling tractors, you wouldn’t want your ads popping up in major metropolitan markets like New York City or downtown Los Angeles. You’d make sure they appear on the phones of farmers in Iowa, Oklahoma, and Nebraska.
Audience Targeting Boost with FieldTest
Many digital marketers hit a few roadblocks with their audience targeting, as they don’t have access to the data resources they need to identify the exact audience.
When advertisers work with us, they get remarkable access to dozens of data providers and thousands of audience segments – all neatly packaged in an easy-to-use platform built for success.
More Data, Better Results
Successful audience targeting requires large, robust data sets. At FieldTest, we offer unparalleled access to data vendors so brands can efficiently eliminate their campaign guesswork and target the potential customers most likely to engage with them. We then take those data learnings and use those insights to create ads that get attention and trigger action.
Our data sourcing and savvy targeting tactics have had incredible campaign success with a range of clients, including our recent work for 277 Fifth Avenue, a luxury condominium in New York City. We tapped into our vast data inventory and targeted ultra-high net worth investors and specific buying groups that would be most interested in the property. We also targeted luxury shoppers who visited high-end websites around the world. With smart creative and calculated audience targeting, we helped 277 Fifth increase sales in the first quarter of working together.
Make Audience Targeting a Priority
Don’t let audience targeting get lost in your advertising strategy. It’s an essential component to a successful campaign, and when it’s done right it’ll take your ROI to new heights.