How to Use Targeted Advertising PDF

Transcript: How to Use Targeted Advertising Video 1: What are Ad Targeting Strategies? Think about all of the places online that you've encountered ads before. A Google maps ad for a local service. An image ad for a product related to a recent Google search. Sponsored content on a news publication...

Transcript: How to Use Targeted Advertising Video 1: What are Ad Targeting Strategies? Think about all of the places online that you've encountered ads before. A Google maps ad for a local service. An image ad for a product related to a recent Google search. Sponsored content on a news publication. A Facebook ad from a business you recently made a purchase from. Out of the billions of people in the world, how did the advertisers choose to display these ads to you? It likely wasn't by chance. Advertisers use targeted advertising to reach their audiences. Targeted advertising is a form of advertising that is directed towards audiences with certain traits. Why is ad targeting so important? To make the most of your advertising budget, you want to position your ads in front of a qualified audience. Ad targeting allows you to strategically define that audience based on different criteria. For example, you might want to reach people within a location or age group, who have performed a specific task, or who are engaging with certain types of content. Targeting strategies allow you to reach audiences based on different criteria. There are three strategies for targeted advertising: demographic targeting, behavioral targeting, and contextual targeting. How do you know which targeting strategy to use? Different ad targeting strategies are suited to different ad types, channels, and goals. A variety of ad targeting strategies have a role to play. Demographic targeting, behavioral targeting, and contextual targeting can all work together to drive an impact in your digital advertising strategy. Video 2: Understanding Demographic Targeting Think about the demographic information that applies to you. For example, I am 23-years-old and I live in Washington State. These are just a few of many pieces of demographic information that describe me. What demographic information applies to you? Demographics are defined as the collection and analysis of general characteristics about groups of people and populations. There are many types of demographic information. Some examples of demographic information include age, location, language, and income. Demographic information is used by advertisers for targeting. Demographic targeting is the use of demographic data to build specific audience groups with shared characteristics which advertisers can advertise to. Defining audiences by demographics has many purposes. The benefits of demographic targeting include being able to advertise to specific regions, tailor your ad copy, optimize your ad imagery, and reach your ideal customers Here's an example of demographic targeting. Let’s say that you’re working for a construction company that services three major cities in Europe: London, Madrid, and Paris. Your buyer persona is typically between the ages of 35-50 years old and conducts business in the native language of their home country. How might you use this data to create a demographic targeting strategy? You could choose to advertise to audiences within a 40 kilometer radius of the city centers in London, Madrid, and Paris. You could also set your target age range to that of your ideal customer, and write ads in English, Spanish, and French.These settings ensure that your ads efficiently reach potential customers.  Transcript: How to Use Targeted Advertising With demographic targeting, you can use this data to create targeted campaigns. For example, you could set your target age range to that of your ideal customer, and write ads in English, Spanish, and French. This means that only people included in the demographic criteria we just identified would see your ads in their native language. Where does demographic targeting fit into the buyer's journey? Demographic targeting is most effective at the awareness stage because you are using broad information to zero in on a new audience. What platforms offer demographic targeting? Some advertising platforms with demographic targeting options include social media networks, search engines, and programmatic ad networks It might sound simple, but demographics are a fundamental part of ad targeting. Simple facts like location, age, and language are so important to effectively reach the audience you want to advertise to. Using demographic targeting helps you speak your target audience's language (literally) and segment your ad campaigns to be relevant to the individuals they're being served to. Video 3: Understanding Behavioral Targeting Have you ever seen an ad for a company whose website you'd recently visited? Or maybe it was on a topic that you had recently researched. This just recently happened to me, too. I'd been doing research on buying a new laptop. Throughout my research process, I visited a number of websites including review sites, blog articles, and online marketplaces. It didn't take long for advertisers to catch on. Low and behold I start seeing digital ads for the laptops and brands I had been researching. This is behavioral targeting at work. What is behavioral targeting? Behavioral targeting is a method that allows advertisers and publishers to display relevant ads and marketing messages to users based on their web browsing behavior. The internet collects a lot of data from you. With the help of device tracking information like IP addresses and cookies, advertisers are able to target ads served to you based on your online behavior. Unless you are taking extra measures to prevent your internet activity from being tracked by blocking cookies or using private web browsers, businesses can use the data they collect from your internet sessions to target you with relevant ads. The more behavioral data a business has, the better able they are to target relevant audiences. Let's look at some examples of behavioral information. Some examples of behavioral information include previous search terms, time on page, content interactions, and last date of website visit. How can you use behavioral targeting? With behavioral targeting, you can reach audiences that researched a topic related to your industry, visited your website, viewed your pricing page, or have purchased from your business before Behavioral targeting is where you'll often hear the term "retargeting." Retargeting is a form of ad targeting where ads are served to people who have already visited your website or are a contact in your database (like a lead or customer). Retargeting can be one of the most lucrative uses of your advertising dollars. This is because you are advertising to an audience that has already shown interest in your specific business. Whereas targeting audiences based on demographics, like location and age, requires you to make some educated speculation on your ideal buyer, retargeting zeros in on people who have explicitly shown interest in the form on website visits. There are two main types of retargeting: pixel-based and list-based. Pixel-based retargeting is a way to re-display your material to any anonymous site visitor. Pixel-based retargeting is the most common type of retargeting. So how does  Transcript: How to Use Targeted Advertising pixel-based retargeting work? When someone comes to your website, an unobtrusive piece of JavaScript (often referred to as a pixel) is placed on their browser — making their browser "cookie-d." The advantage of pixel-based retargeting is that it is timely. Visitors can be retargeted immediately after leaving your site. The primary downside to this method is that you are limited to reaching only the people that are engaging with certain pages on your website and leaving. It can also be time-intensive to implement the necessary JavaScript on your website. List-based retargeting works after you already have someone's contact information in your database. List-based retargeting is a way to re-display your material based on the list membership of your existing contacts. Here's how you target by list membership. Upload a list of the email addresses to a retargeting campaign on a social network like Facebook or Twitter. The network will then identify users who have those addresses and serve retargeting ads just to them. List-based retargeting gives you more control over who sees your ad. Though it's a little less common than pixel-based retargeting, list-based retargeting allows you to have highly customizable criteria for your ads because it's based on more than behavior — you're choosing who goes in which list. On the flip side, it's possible that a person in your list gave you one email address and the social network another — in that case, they won't see your ads. Also, keep in mind that, because you are in charge of uploading and maintaining the list, list-based retargeting is not as automatic and timely as pixel-based retargeting. What is the difference between retargeting and remarketing? Retargeting works best for new audiences or customers on social media, email, and other platforms. Remarketing, on the other hand, is best for existing and previous customers using sales or marketing emails. Retargeting and remarketing are often confused with each other. Though similar, retargeting allows you to reach new prospects with your ads, while remarketing focuses on re-sparking interest among current or inactive members. A retargeted ad helps those who know little of your company understand how your product or service fits into their lifestyle or solves a problem they might have. Retargeting helps you personalize the message. Where does behavioral targeting fit into the buyer's journey? Behavioral targeting is most effective at the consideration and decision stages because you are advertising people who expressed interest in your industry or company. How might a business use behavioral targeting as part of their advertising strategy? Let's say you're an advertiser for a business that sells luggage for travel. You've just launched a new product line and have two key audiences that you want to advertise to: people who have expressed an interest in travel luggage, and existing customers who have previously purchased related products. With behavioral targeting, an advertiser can target ads to potential customers who have conducted online searches related to the keyword "best suitcase" or "buy travel luggage." For their existing customers, they can leverage data within their customer relationship management (CRM) software to build a list of people to advertise their new product line to. There are many ad platforms for behavioral targeting, including search engines for targeting by search terms, social media platforms for targeting by website traffic, CRM software for targeting by contact data.  Transcript: How to Use Targeted Advertising Behavioral targeting is a powerful advertising strategy. Between advertising to strangers who have expressed an interest in topics related to your business, website visitors who have already discovered your brand, and customers who have purchased from you before, advertising to audience groups based on behavior is an effective use of your advertising dollars. Video 4: Understanding Contextual Targeting Do you enjoy reading content online? I, for one, start off most days by browsing new articles and blog posts from some of my favorite publications. Each morning, while browsing, I'm exposed to sponsored content from companies related to my areas of interest. Here's an example of sponsored content. DiversifyFund places sponsored content on Entrepreneur.com to share their investing advice. Sponsored content like this is relevant to the other content on the website. In other words, sponsored content is contextual. Contextual targeting is the practice of placing ads on web pages based on the content of those pages. What are some examples of contextual targeting? Some examples of contextual advertising include sponsored content on publication websites, display ads shown on website pages, and native ads in the form of videos and infographics. Where does contextual targeting fit into the buyer's journey? Contextual advertising is most effective in the awareness stage because you are tapping into new audiences on external websites. In contextual targeting, you place ads based on topic. Image and video content can help you raise brand awareness, and sponsored content gives you the opportunity to link back to your website. Contextual targeting functions differently than behavioral targeting. While behavioral targeting is when ads appear to users based on their online behaviors, contextual targeting is done through matching keywords and topics. Think about how you could use contextual targeting. Let's say you're a marketer at a B2B (business-to-business) software company tasked with organizing a webinar on data security. You want to reach a new, qualified audience, so you consider advertising this webinar to people who are already consuming data security content on top publications in this space. With contextual targeting, you can use broad topics to place display ads on the articles that match the topic, helping your business to gain exposure to an audience that is already interested. Contextual targeting goes beyond display ads. You could even take this one step further, and write an article to place on publications as sponsored content. This would not only position your company as a thought leader in the space, but it could also drive qualified traffic back to your webinar registration page. What platforms are best for contextual advertising? Platforms for contextual advertising include Google Ads, Microsoft Advertising, and third-party ad platforms Contextual advertising platforms connect advertisers with publications. Whether you're sponsoring a video on YouTube, running display ads on Google and Bing display networks, or using a third-party platform like Pressboard Media to publish sponsored content, there are a number of contextual advertising platforms available to meet your needs.