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So, once you've defined your campaign idea, your audience persona, and your creative brief, you'll now need to set up a campaign in such a way to reach your ideal audience. This is called targeting. There are two main types of targeting within display campaigns and video campaigns. They are audience and content targeting. The difference is audience targeting serves ads to people while content targeting serves ads on specific websites or types of content.
A number of targeting options available to us for audience targeting:
We also have similar audiences where we're able to target people who haven't been on our website before which are similar traits to people who are on our remarketing list. So, they look like people who have been on our site before, people who have looked at our YouTube channel, people who have used our app before, people who are in our database. ‘Similar audiences’ are what Google called them, and ‘look-alike audiences’ are what Facebook called them. They're a great way to acquire new customers who are similar to past customers. So, it's like acquisition with all of the information from your pre-existing customers. Very powerful tool.
Within content targeting, we have a number of options:
Most campaigns now will have a mix of audience and content targeting where digital marketers can compare and determine which drives better performance. Is it my content targeting or is it my audience targeting?
However, for extra specificity, it's also possible to double up. We can actually add content targeting to audience targeting so we can target audiences, people who are on specific types of content. It's really specific.
But the downside of this is it really reduces the reach, because we have to target those people that follow those two criteria. That makes it a little bit less impactful if you have a mass awareness-driving campaign.
Let's deep dive into remarketing here, specifically for e-commerce. So, when we have an e-commerce site, we can serve ads to people who have just viewed a particular product on your website and dynamically insert that product into the ad that they've just viewed. So they're able to see what they've just viewed on your website in an ad to encourage them to purchase. Products are inserted dynamically into ads using what's called an XML product feed and this is delivered from your website from your e-commerce store. It's a URL feed that your website developer can set up in your e-commerce store to link your product and inventory to search engines and different engines like Google to AdRoll to Cratio. And this type of display advertising was once known as liquid advertising, but more commonly these days it's known as dynamic remarketing.
So, there are many channels to choose from as part of your digital strategy, each with its own specialty relating to the funnel, from awareness to consideration to conversion and retention.
As a digital strategist, it's our job to begin our channel choice with our objective in mind. It's always with our objective in mind. From there, we can choose a selection of the most effective digital channels which work together to deliver on our goals within our timeframe, our budget, and our resource limits.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.