Here is a recap of SMX Advanced session Audience Targeting In A Privacy-Centric World. The speakers shared new developments in audience targeting and how tracking changes will affect the way you use audience targeting and remarketing.
Jillian Nagle, Red Ventures
Jill started the session by saying,
If we evaluate audiences the same way we evaluate keywords, our strategy will be more scalable and impactful.
Several years ago, most presentations were about keywords and ad groups, now the presentations are taking the tactics associated with ad groups and keywords and applying them to audiences.
Don’t get caught up in thinking each audience needs to have a unique treatment. This can be a detriment to scale, impact, and simplicity. It can be hard to iterate and make changes, as the audiences can be too small and there are too many changes to make. Instead, find the most meaningful way to segment.
Jill’s team found three groups that all needed a similar purchase path and grouped them together in one audience for testing. Her advice is to look for audiences that perform similarly and roll them into a single audience.
You don’t always want to change the bid or ad copy based on audiences, but you can use audiences further down the funnel. For a financial services site, changing the credit cards that were featured on the landing page was the most effective use of audiences, rather than changing the ad copy.
Go beyond the ad, audiences are an entire team
Read more here: https://marketingland.com/smx-advanced-recap-audience-targeting-in-a-privacy-centric-world-243709