Better digital paid media outcomes stem from a better targeting process.
The promise of digital advertising is hyper-specific audience targeting and actionable insights. But delivering on that promise to drive results isn’t the product of a one-time stroke of genius.
It comes from a disciplined, data-driven approach. By disciplined, I mean one that is ready to:
- define and refine your target audience,
- leverage technology to reach audiences efficiently and
- continuously improve messaging.
If you are able to do these three things, you can outperform the expected results and uncover insights that add value across your business in areas like product development and customer experience.
Build digital advertising campaigns around what you know about your audience.
Hypertargeting isn’t a switch you can just turn on – it is a process that you employ to get more and more granular as you work various data sets into your targeting process, often over time.
Let’s take an actual example: a replacement window company that is running some search and programmatic retargeting campaigns, particularly in the fall and winter. They typically use targeting parameters meant to show high intent or tied to general location.
Hypertargeting for replacement windows could include third-party data sources, credit scores and household income data within certain zip codes. Real estate data sets can be layered in to reach established neighborhoods and disqualify new builds.
And second-party data from walled-gardens like big social networks or networks specific to home improvement could yield important contextual opportunities.
Finally, first party data should at least be used to disqualify current customers or move anyone that hasn’t completed a purchase further along the sales funnel.
Be efficient through effective, iterative data use.
Hypertargeting comes down to properly handling ongoing audience segmentation and attribution. Who is responding the best? Who displays purchase intent and what are they looking for? These insights can be powerful across a business.
We often work with higher education clients to help drive enrollment. One of our clients developed a campaign aimed at boosting enrollment in a new bachelor’s degree program. As we began to analyze performance data we found high engagement but low conversion rates from SEO, PPC and display. We analyzed the search intent and found a majority were looking for a graduate level program.
The analysis led to the creation of a graduate program to respond to a need in the market.
We were able to give the client actionable data to improve their product offerings from simply handling data well.
Check the bottom-line.
An unsophisticated campaign is likely to cost more per qualified lead than a well-built, hyper-targeted campaign. Digital ad exchanges and platforms exist to spend your budget and have significant resources dedicated to making this happen regardless of the quality of the clicks or interactions. Common sense (and business results) often indicates simple, broad campaigns aren’t reaching your audience.
Hypertargeting maximizes the spend that reaches your target audience. Time spent early on making sure you are set up for pre-, during, and post-campaign analysis from the start, as a matter of procedure, will help your investment pay-off.