Creating an audience based on what users are interested in will do wonders for your ad campaign such as improving the click-through-rate, enhancing the engagement ratio, elevating the resonance of the message, and ensuring a better ROI. Sounds good, right?
Q1 is the season where brands prepare for an exciting year full of successful ad campaigns. But how can you, as an agency or advertiser, make sure this early on you’re on your way to getting the best results possible? A good practice that will benefit your ad campaigns is to define who you want to impact. One efficient way to do it is by creating audiences based on the interests of the consumers that can resonate with your brand or product, setting them as your target.
Our Campaign Operations expert, Marco Sanabria, walked us through the process of creating the perfect audience and how to achieve a high number of intentional clicks to increase conversion rates in your ad campaign.
Let’s see!
What is an audience in advertising?
An audience describes the interests of the ideal client whom advertisers can target in their campaign.
Let’s illustrate this one with an example.
Imagine you are a TV company that wants to promote its new celebrity reality show. For this, you want to target people who actually like this type of TV series. To do this, you can identify the topics that catch these users’ attention the most, for instance: fashion, healthy living, pop culture, etc.
From here, you take all these interests and combine them into an audience of your ideal client to target your ad towards those who fit that description. This description is your audience. Having this will make your advertising efforts more cost-efficient, help increase your ROI and optimize the budget.
What are the benefits of creating an audience based on interests?
Better ad campaign results and ROI.
Creating an audience tailored to your ideal customer will boost your Click-Through-Rate (CTR), generate higher engagement, improve the time your ads are in view, and, most importantly, your ROI.
Optimizing advertising budget
Targeting your ads to the perfect audience helps to make the most out of the advertising budget by reaching only your potential customers.
Improved ad relevance
Defining your ideal audience will allow you to understand your customer better and serve more personalized ads that resonate with the type of audience you want to reach, which enhances the campaign results.
Increased reach
The earlier you set your audience, the more people you can find who fit your audience’s description. Creating the audience in advance will allow it to populate and achieve the best possible reach.
How to create an audience for your ad campaign?
You can build an audience in the “Audience” section of your Ad Manager using IAB’s Content Taxonomy, which is IAB’s list of topics describing content people are generally interested in. In your Ad Manager tool, you can choose these predetermined topics to form your audience for your campaigns.
Even though they are really helpful in setting your target, relying only the standard categories has its own limitations. Since the topics are so broad, the ad relevance is not guaranteed, and you might not be reaching your specific ideal user.
Let’s go back to the reality show example from earlier. With the standard categories you might have “TV shows” as one of your categories to build your audience, but it could mean you are targeting to people interested in any type of “TV Shows” in general, but not necessarily reality shows.
There is a way to dig even deeper and find the perfect audience for your ads: create your audience based on proven interest in a certain niche, categorizing the content not only by context but also by sentiment.
Here’s where we can give you a hand! We can set up your ad campaign using our Interest-Driven Targeting Technology to create the perfect audience for you. Keep reading to know what this is about!
How does the Interest-Driven Targeting Technology help create the perfect audience for your ad campaign?
Targeting the ads at the people who have shown an interest in a specific niche leads to getting more high-intentional clicks on it, which translates to a higher conversion rate.
Refinery89’s Interest-Driven Targeting tech is our cookieless targeting solution that analyzes not only the context of content but also the sentiment, adding an extra layer to categorizing a topic. This is how we create audiences for improving ad campaign results:
Step One: Analyzing the Context and Sentiment of an article
The Interest-Driven Targeting Tech scans the context and sentiment of an article. Then it categorizes it in our system into three levels of relevant categories.
Step Two: Identifying user’s reading behavior
The interests of the users are identified based on their reading behavior on all the websites in our publisher network. If a user interacts with a certain content x number of times within x days, depending on the audience settings, the system adds them to that relevant audience.
Step Three: Crafting the perfect audience
Based on the users’ interests, our Campaign Ops team combines these interests to craft the perfect audience, allowing advertisers to target the users across our publisher network of over 1,000 websites who have shown a proven interest in those topics of interest.
Step Four: Running the campaign, setting the audience as your target
Once the audience is created, our experts run the campaign by setting the audience as the target. Thanks to implementing these audiences on the campaign, advertisers can reach the perfect audience for them and even attract new clients.
Better targeting, better results
Building an audience based on interests will enhance advertising campaign performance. Integrating solutions into your strategy such as the Interest-Driven Targeting Technology for a more precise targeting will help you go even further leading to a higher click-through rate and greater engagement rate, better optimization of the advertising budget, and a stronger ROI. All this can be a possibility by reaching the right people to spread your message to.
Interested in targeting your campaigns to the perfect audience? We can give you a hand! Reach out to our team to learn more about our services and network and get your ad campaigns optimized under the best care!
