How targeting can help you reach your conversion goals!
Targeting is a method used in advertising to ensure you are getting the best possible leads from your campaigns. It is a great way of narrowing your audience and increasing your campaign performance, ROI, and brand impact. This article will cover Advertisers biggest queries when tackling targeting like ‘everything I need to know about Targeting and Frequency Capping in online advertising!’ and the best practices for audience segmentation. We will also help you understand how targeting can help you reach your conversion goals and, why create a test campaign before detailed targeting. If you are interested in improving your targeting skills, keep reading!
How do you create a target group?
Let’s get into ‘everything I need to know about Targeting and Frequency Capping in online advertising with target groups!’ There are many ways to create a target group but one of the best ways to start assessing your audience. Create a test campaign with minimal to no filters. This will give you an idea of who is clicking on your ad and their characteristics. You can use the information gathered to influence your buyer persona So, let’s look at the best practices for audience segmentation to get the most potential conversions:
- Understand your product or service: Identify how your product can help the client and who would benefit most from this.
- Conduct market research: Understand market trends, size, and competition. You can also look at competitors and identify any gaps in the industry that could be a good avenue for you.
- Analyze your existing customer base: Identify common traits, patterns, and online behavior
- Create a buyer persona: Develop an ideal customer profile based on current and potential customers’ interests, values, and lifestyles. This will help tailor ad placements, formats, and messaging to drive user action.
- Consider segmentation: With advanced targeting, you can create audience segments based on different demographic information! Having ads tailored for a more specific group can help you speak directly to more customers.
Why create a test campaign before detailed targeting?
Before you even think about targeting for your campaign, we recommend that you run test campaigns first. Every campaign is different and when it comes to targeting it is important that you test the audience before you do more detailed targeting. Test campaigns with open targeting will generate more data for you. You should run a test campaign for at least 7 days, including weekends. After 7 days you can analyze the data with your admin panel Dashboards. Then you can set up deeper targeting based on the data that was generated. For example, if you have been testing a mobile dating offer and you notice that most of your conversions are on iOS, then you should target iOS devices to maximize your conversions on a full campaign. Maybe you were converting 10% only on Android, the data you collected during the test campaign will help you discover why, so you can optimize the Android campaign with targeting based on your data analysis.
Let’s look at how you can segment your audience further based on different categories. This includes demographic, interests, contextual, and device targeting. Let’s look at how targeting can help you reach your conversion goals with some of the elements you can target and their categories:
#1 Demographic targeting focuses on stable characteristics like gender and age. For instance, if you are targeting Gen Z, the language used would differ significantly from that used for Gen X.
#2 Interest-based targeting focuses on the interests of the user’s habits like the end user’s website visits, browsing history, and the time spent on each site. This data is gathered through cookies.
#3 Contextual targeting allows you to narrow down your potential audience through keyword insertion, topics, and placements. This can help you ensure that you target people with a legitimate interest in your offers.
#4 Device targeting: Finally, you can target based on devices like smartphones, tablets, or desktops, as well as operating systems like Android, IOS, or Windows, to name a few.
What targeting options are available on ExoClick’s Network?
There is a wide range of targeting options available on the ExoClick Network, let’s explore the targeting options available to our Advertisers.
Location: Choose from over 4078 locations to target. When considering how targeting can help you reach your conversion goals location is a great way to get more qualified leads. You can check the available zones to target if you type in the country you want to target.
Devices: You have 68 device options to choose from under the categories Desktop, Console, Mobile, Smart TV, Tablet, and Wearable Devices.
Operating Systems: Want to target devices more accurately? Well, with Operating Systems you can! It’s broken into two categories Console or Mobile and within them are 33 targeting options.
Languages: Choose from 187 languages to target. If your campaign is in English it may make sense to target users who have English as their primary language in their device settings.
Browsers: Do the majority of your end users use Google Chrome, Safari, or any other browser? Are there browser restrictions in your target GEO? Then, why not target just a specific browser rather than wasting your budget on search engines you know will not create conversions? adxnow has 29 browsers to choose from.
Mobile Carriers: We also provide 616 mobile carriers to narrow down your location. You can select the domains and IP Ranges you want to target.
Additional targeting options available on the ExoClick Network
Time Schedule: This is a way to make your ads more effective. If you see that most of your clicks come at 2 am on a Friday and very few on a Monday at 10 am, you can use Day-Parting. This lets you run your ads when they get the most attention, so you don’t waste impressions and get the most out of your investment.
Remember! If you decide to limit the scope of your campaign we recommend you do a week of testing first this will allow you to understand the audience and make better decisions on the campaign strategy.
How targeting can help you reach your conversion goals? Try Behavioral retargeting. This allows advertisers to reconnect with potential customers who have shown interest in their offers by placing a small piece of code, called a pixel, on their website to collect information about browsing behavior. There are two ways to target: positive retargeting allows you to target people who have shown interest before, and negative retargeting allows you to exclude users who have previously interacted with your offer.
Virtual Reality: You have the option to target or block end users who are using Virtual Reality to explore online. If you create an immersive and interactive ad, this can be a great option for Advertisers.
Targeted Domains or Keywords: You can choose domains or keywords that you would like to target with your ads and you can remove any that may compete with you or do not apply to your offer.
Targeted IP Ranges: You can target specific groups of users based on the distance of their IP addresses. This can help with more localized offers.
How often should end users see my ad?
A very common question when understanding targeting is how frequently we want the audience to see your ad. If you don’t show your ad to the target audience enough, it will not make an impression. But, if you show the ad too many times it can ruin the user experience causing them to have a negative association with your brand or develop ad blindness. So, how do we combat ad blindness? Well, the best way is through Frequency Capping!
How Frequency Capping can assist with marketing efforts
You can increase your campaign success and brand retention with Frequency Capping. This is because it is a tool used to limit the number of times an ad is shown to the same person within a specific timeframe. To find the sweet spot, you will need to do some testing. When considering how to successfully implement Frequency Capping you should start by doing a frequency of 1 in 24 hours, then you can increase the frequency. This will help you learn more about your audience. Keep in mind that if you discover that running an ad four times per day to an end user is effective for one campaign, it doesn’t guarantee the same result for a new campaign. You should always test capping when starting a new campaign.
How to set up Frequency Capping with ExoClick!
Now that we understand how Frequency Capping can assist with marketing efforts. We have covered ‘everything I need to know about Targeting and Frequency Capping in online advertising’. So now, it is important to understand how to set it up on ExoClick’s platform.
- Setting a Budget: Advertisers can set their budget and use Smart CPM, CPM, and Smart Bid as their bidding options.
- Setting your frequency: You can mention the number of impressions you would like from the end user. You can choose between hours and minutes in frequency. In the example below, I chose 1 impression per 24-hour period.
- Enforcing the Limit: Choose your budget limits for both the daily and the lifetime total you wish to spend on your campaign. Once the cap is reached, the ad is no longer shown to that user until the specified period has elapsed.
How to set up Frequency Capping with ExoClick!
Conclusion: Targeting and Frequency Capping in online advertising
In this article, we have covered ‘everything I need to know about Targeting and Frequency Capping in online advertising’ and the best practices for audience segmentation. You now understand how targeting can help you reach your conversion goals and, why create a test campaign before detailed targeting?
If you are an Advertiser looking for a reliable Ad Network with access to an extensive range of targeting options and a fantastic team of professionals who can help you with any query, sign up for ExoClick now! When you sign up to ExoClick you will get full access to Frequency Capping, targeting tools, exclusive features, and a large range of ad formats! So what are you waiting for? Try it for yourself today!
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