Display Campaign Audiences Are the Primary Means for Targeting Display Campaigns
Display campaign audiences are the primary means for targeting display campaigns. There are many strategies for selecting display campaign audiences to fit the market being targeted. The general idea is to understand the demographics, persona, and behavior of the customer, then find or create audiences that match those characteristics.
In addition to positive targeting, it may also be beneficial to exclude certain audiences. These negative audiences can be used to shape the targeting and improve campaign performance by reducing wasted impressions and clicks.
Types of Display Campaign Audience Targeting
Types of targeting available include direct website placements by specifying URLs, in-market audiences, affinity audiences, customer list audiences, and demographic audiences. Demographic targeting may include age, gender, income level, homeownership, and parental status.
In-market audiences are based on behaviors that may indicate shorter-term buying interest. Affinity audiences are based on more persistent interests. Customer list audiences use advertiser-provided customer data to help build an audience with similar characteristics and behaviors.
Customer List Matching and Search Intent-Based Targeting
Customer list matching audiences on PPC platforms are similar to customer matching audiences available on social platforms. A seed list submitted by the advertiser is used to build a matched audience with similar characteristics and behaviors.
Display campaign audience targeting may also include search intent-based targeting and keyword-based targeting options. These targeting methods can help connect display advertising to users whose behavior suggests interest in related products, services, or topics.
Testing and Refining Display Campaign Audiences
Blastoff Advertising develops and tests display campaign audiences strategically in order to improve the performance of display campaigns over time.
Audience configuration should not be treated as a one-time setup task. Audience performance should be reviewed after launch, compared against engagement and conversion data, and adjusted as the campaign collects more reliable performance signals.
For related information, visit Blastoff Advertising’s display ad targeting planning, display campaign optimization and automation, display campaign reporting setup, display campaign web analytics, and display advertising results pages.
A quick overview of the topics covered in this article.
