At the start of online advertising, there was a “one-size-fits-all” approach to generating clicks. A user could type in a keyword, or browse the internet and see an ad that may or may not be of interest. At the time, platforms such as AdWords didn’t offer much for ad personalization.
Well, things have changed. Since then, thanks to the sheer amount of data now available, the world of online advertising has become more about the individual than the big group. Users are simply more likely to interact with an ad if it has a high relevance to them. While most advertisers create basic audiences based on URL visits or location, it is now becoming more important to segment and advertise to users in unique ways.
In the post, we will discuss four unique ways B2B advertisers can break down their current audience into more targeted groups, as well as how to effectively market to them:
4 Types of Unique Audiences
Scroll Depth Targeting
With the use of Google Tag Manager, advertisers are able put users in an audience based on how far they scroll down the page. Within GTM, there is an option to set up a trigger called “Scroll Depth”, where an Analytics Event Tag will fire whenever a user scrolls to a certain part of the site.
Advertisers can group users who made it to a call-to-action button, but never filled out the form. From there, a unique landing page could be created for them that contains a smaller form, or a different call to action in order to acquire their information.
Over the next few years mobile traffic will continue to rise significantly. Cisco predicts mobile traffic to increase seven-fold between 2016 and 2021. By creating an audience that is made up of mobile users, advertisers have the ability to reach them on all devices, including desktop and tablets.
For example, a user may go to a site on their mobile phone, but skip filling out the form due to the inconvenience of typing on a small screen. By developing a mobile audience, an advertiser can find these users when they are on their desktop, and try to convert them while they are on a device when it’s easier to fill out a form.
Partially Completed Forms
Forms can be abandoned for many reasons. The form may be too long, or the user may feel the information being asked of them is too private. It is important to create a list of users who have clicked on a form field, but didn’t submit.
With the use of Google Tag Manager, advertisers can create a group of users that interacted with the form, but never filled it out. Similar to the scroll depth audience list, a unique landing page can be created that contains a shorter form with less personal fields.
Social Media Users
With the social media user based expected to grow to 3 billion in 2021, it has become more and more important to have an advertising presence there. As advertisers utilize these platforms to gain more awareness, they can also use it to create a unique audience in AdWords.
In order to do this, an advertiser will need to make sure that all social media final URLs are properly tagged with a UTM string. From there, they can create an audience segmenting any user who has a “source” of a social media platform (such as Facebook or LinkedIn).
Since social media goals would be considered higher funnel, such as brand awareness or blog post visits, advertising to this audience can bring them to the next step in the funnel. Once the user is aware of a brand, thanks to social media, an advertiser can now try to bring them further down the funnel by promoting a white paper or demo on AdWords.
With these audiences set up, there are a few different ways AdWords allows an advertiser to market specifically to each group of users. The next section will go over these ways.
How to Market to Unique Audiences
If Function Ads
AdWords offers advertisers the ability to create ad copy based on a specific audience. This is done through the use of “If Function” ads. With these ads, advertisers have the ability to interchange specific words or phrases within ad copy based on which audience views it.
Based on the audience, an advertiser can adjust the bid of a specific campaign or ad group. If the audience is a group the advertiser does not want their ad to show for, they can decrease the bid as low as it can go. On the other hand, if the audience is deemed as essential, bidding higher will allow the ad to have more visibility with a higher average position.
Finally, an advertiser is able to take full advantage of Google’s Display Network and advertise to specific audiences. With the use of image ads, offers can be specifically tailored to the user. For example, if the user is a current customer, an advertiser can create an ad that promotes coming back to the site, or use messaging to upsell them.
As more and more data become available to users, it has become apparent that simply using keyword focused ad copy isn’t necessarily the best option. Advertisers can find significant increases in the CTR with the use of ad copy that is tailored to an individual, or group of similar users.
That said, these four audience types are only the tip of the iceberg of what can be done. It is essential for all advertisers to understand their audience and find unique ways to target them.