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Audiences are the heart of marketing. Knowing who your ideal prospects are and what encourages them to engage with your brand is a key question every campaign needs to address.
Digital marketing (especially PPC) has been pretty spoiled in terms of targeting options over the past decade. We knew exactly who was engaging with us and were able to use our lists to create our own targeting.
Much of our audience is still available, but there are far more rules to protect our users. This allows us to have consensual conversations with people and not bother people who are likely never to convert.
However, not all audiences are available in all industries.
This guide covers:
- The difference between native audiences and first-party data.
- Strategies for acquiring your own audience.
- How to connect your audience with the right message.
What is the difference between native audiences and first-party data?
Before diving into audience strategy, it’s important to understand the difference between native audiences and audiences built from first-party data.
Native Audience uses the following consent-based behavioral data:
- search query.
- Sites visited.
- places visited
- past purchasing behavior.
- Persona models and machine learning.
These sources inspire audiences that:
- in the market: Indicates that there is a high possibility that the customer is interested in the product/service.
- events in life: Represents a high probability of passing a major milestone.
- Affinity: Likely to be interested in comprehensive hobbies/products/services.
- custom intent: Advertiser-influenced audience based on search terms or sites visited.
- lookalike audience (No longer targeting alone): More likely to be similar to first party audience groups.
Native audiences are built into Smart Bidding and are a great reason to delegate bidding to ad networks. However, its viability depends on user consent, so it may be difficult to staff or not available in some industries.
Advertisers can use Observation Mode to see which native audiences make up their traffic and filter out some audiences they know to be undesirable.
You can set your target and observe that you only target your native audience, but that means you lose your built-in algorithmic audience. As such, we generally recommend using native audiences in one of two ways:
- Filter out unwanted audiences and let smart bidding find the right people.
- Use manual bidding and leverage native audiences as bid adjustments via Observation mode.
On the other hand, you can also leverage your own data to build your audience.
First Party Data (FPD) audiences rely on:
- Consent-Based Email/Phone/Address (Customer Match).
- With user consent, website traffic/conversions are protected.
FPD audiences can be applied in the same way as native, but with more one-to-one targeting. Adding FPD audiences will also improve his PMax campaigns through audience signals, helping to create more similar audience signals for smart campaigns.
As it turns out, both audience types work well for your account.
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Strategies for Acquiring First-Party Data Audiences
First-party data audiences revolve around building trust with prospective customers. Users are happy to agree if they are from a company that likes tracking and communicating and if it is of value.
Adding a symbol of trust such as awards, certifications, reviews, publications, etc. lets people know that your brand is worth investing their data in. We focus primarily on our audience, but this also helps us obtain cookie consent for tracking.
Pop-up offers are the easiest way to get FPD. It is viable for paid and organic campaigns and should take into account Quality Score and Cumulative Layout Shift (CLS). Both should delay the popup for at least 5 seconds, but ideally wait at least 15 seconds.
There are three basic strategies (other than lead generation) for contacting information gathering.
- Admission privilege.
- Close the offer.
- important member.
Your admission offer should be attractive without being intrusive. This means welcoming users with branded voices or inviting them to play games for discounts.
As a general rule, we recommend using the two-step offer module. By asking users to say “yes,” users can develop the habit of saying “yes.” This puts them in the mindset of sharing information and ultimately making a purchase.
Q3 2022 performance of this offer is as follows:
The pop-up has an engagement rate of 12.5% and a conversion rate of 27%. It does a great job of getting users to say “yes” and framing the discount as “my” code.
Using “mine” instead of “your” helps enhance the discount as if the potential purchase already belongs to the customer.
Exit offers have lower engagement, but can have strong results. Creatives should look like the real thing. The font should be easy to read and focus on the offer users leave behind.
While not the same level of engagement as the admission offer, it’s worth noting that the conversion (sales) was much higher. don’t be afraid to ask.
Engagement with valued members can succeed or fail depending on how it’s designed. You need to let your brand voice out and let users know they are getting something of value.
- Be the first to know about promotions/product launches.
- A newsletter with valuable content about your product/service.
Make sure all messages comply with marketplace privacy laws. For example, the creative should specify that sharing the email will subscribe the user to her mailing list (which they must opt out of).
How to connect your audience with your message
Ad creative effectiveness depends on matching your message to your audience. Whether a creative “needs” a specific demographic to land or is applicable to all marketing his personas, there must be synergy between the market and the message.
What makes this ad so powerful is that it not only emphasizes privacy by covering the user’s face, but it also blocks identification functions.
To create the best creative, you need to be aware of what your visual content should look like. All advertising platforms focus on videos and images.
Ad creatives should respect the channel they’re being used in and the audience they’re targeting.
When users are unfamiliar with a brand (such as native audiences), creating an emotional connection with the voice of the brand is much more important than a functional or transactional approach.
As users gain more exposure, it makes sense to start offering creative to overcome objections and data to justify impulse purchases.
Leverage data to build consent-based PPC audiences
Consent-based targeting relies heavily on establishing and maintaining trust.
Using first-party data audiences in advertising platforms can improve ROI and brand sentiment.
Watch: A Guide to Permission-Based Audience Targeting
Below is the full video of my SMX Next presentation.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
A digital marketing industry veteran and “top 25 PPC expert,” she started working as an SEO in 2008 and transitioned to PPC in 2012. She manages the strategy and execution of her paid media campaigns and helps brands build profitable partner relationships. and customers. Throughout her career, Navah has made a point of giving back and loves to speak internationally on her circuit and share lessons learned at her local university. She is a frequent contributor to multiple publications and in 2019 she became a founding member of the Paid Search Association.
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