1. Segmentation: Well-Defined Target Audience, Better Conversions
What is segmentation?
It's the process of defining the target audience. At this stage, you study which people the campaign should reach. This allows the ad to be shown to the right people, optimizing the investment and increasing the chances of conversion.
Types of segmentation
Target audience segmentation is one of the main factors in the success of a digital marketing campaign.
There are a few ways to segment an audience:
Broad: is aimed at a wider audience, ideal for initial testing and collecting data on audience reactions. This helps to understand which strategies work best and adjust the campaign based on concrete data.
Specific: when the audience is already well defined, more detailed segmentation can be used to reach users with particular characteristics. This can include interests, behaviors or demographic data, such as age and location, for example.
Time period: determining the best times to reach your audience can significantly increase engagement. For example, times when people are most active online are crucial. This depends on the country you are going to advertise in and the habits and customs of your target audience.
Language: Targeting ads in different languages is key to ensuring that the audience clearly understands the message. It is necessary to consider the markets and languages spoken in the regions where you are advertising the product or service.
Tools to Help with Audience Analysis
Finding your target audience is sometimes not a simple task. To facilitate this search, there are tools that make the process more efficient.
Here are a few options:
1. PropellerAds Traffic Estimator and Statistics - you can check the performance of all the traffic available for the targeting configurations you have chosen and access detailed statistics in real time. This allows you to track performance metrics and audience responsiveness from the start of your campaigns.
2. Web Analytics Tools - Platforms such as Google Analytics, SEMRush, HotJar, SimilarWeb, Ahrefs, Qualaroo and Optimizely help you gain detailed insights into audience behavior on a given website or other online channels.
3. Comparative Analysis of Competitors - tools such as SimilarWeb and SEMRush allow you to analyze the performance of competitors and better understand what is working in terms of digital strategy.
4. Social Media Analysis - when running paid campaigns on social networks, various statistics are available to help measure the engagement and effectiveness of campaigns. These platforms provide valuable data to adjust and improve results.
5. Traditional Surveys - although they can take longer to collect data, direct audience surveys can be very useful and revealing. Asking audiences directly what they like and how they prefer to be approached can provide valuable and unexpected insights.
2. Auction models
What is an ad auction?
It's the process in which advertisers compete to display their ads to users in real time. When a page is loaded, the auction system analyzes the bids from various advertisers who want to reach that specific audience. The ad that offers the highest bid, considering factors such as relevance and quality, wins the auction and the ad is displayed.
There are different bidding models that define ow the ads will be charged and displayed.
The main ones are:
- CPA (Cost per Action): the advertiser only pays when the user performs a specific action, such as filling in a form or making a purchase. It is ideal for those who want to ensure that their investment is directly linked to results.
- CPM (Cost per Thousand Impressions): payment is made for every thousand views of the ad. This model is interesting when the aim is to increase brand visibility, as the advertiser pays for exposure, regardless of the number of clicks.
- CPC (Cost Per Click): the advertiser pays each time a user clicks on the ad. This is a good method for those who want to attract traffic to a specific site or page, paying only for actual interactions.
3. Ad formats
Various types of ads can be used in marketing campaigns, some of which are more effective depending on the type of audience and platform.
The main formats are:
- Push notifications: these notifications appear directly on the screen of the user's device (cell phone, tablet, computer) and are highly effective at immediately capturing attention.
- Pop-under: a format in which the ad window or tab opens “underneath” the content the user is browsing, and is seen later when the main window is closed.
- Interstitial Ads: are full-screen ads that appear in page transitions or phases within applications, usually offering an opportunity for high visibility.
- In-Page Push: these are push messages displayed directly on the page the user is browsing, which can guarantee more immediate engagement as the user remains within the site.
- Exit Survey: launched by PropellerAds in 2023, this format helps attract the most engaged audience who visit an offer immediately after taking part in a survey on the same or a related topic. This format offers extra segmentation based on the type of survey carried out, such as financial, sweepstakes or social. However, tests indicate that users tend to convert well after all types of surveys, resulting in an active and interested audience, regardless of the segmentation chosen.
4. Creative Elements
For ads to be effective, they must contain certain creative elements that attract attention and induce action. These elements include:
- Images: the use of high-quality images is essential to attract the public's attention and convey the message more quickly and impactfully.
- Colors: the choice of ad colors can make a difference in audience engagement. Different colors and tones can provoke emotions and reactions.
- Text: the textual content should be direct and impactful, clearly conveying the value or proposal of the ad and avoiding exaggeration.
- CTA (Call to Action) buttons: these buttons are essential to induce the user to take an action, whether it's filling in a form, buying a product or subscribing to a service. CTAs must be visible, clear and persuasive.
5. Metrics for Evaluation
To measure the success of a digital marketing campaign, some information is essential to analyze:
- CTR (Click-Through Rate): percentage of users who clicked on the ad in relation to the number of views. A high CTR indicates that the ad is relevant and interesting to the target audience.
- CR (Conversion Rate): percentage of users who take the desired action, such as signing up to an email list or buying a product after interacting with the ad.
- ROI (Return on Investment): measures the financial return of the campaign compared to the amount invested. It is the metric that shows whether or not the campaign was profitable.
Building a digital marketing campaign with good results requires a strategic combination of elements such as research, analysis and target audience engagement. It is essential to understand consumer needs and preferences, using appropriate tools to collect data and adjusting approaches as necessary.
By exploring formats such as PropellerAds' exit surveys and adopting humanized communication in interactions, you can create more meaningful and lasting connections with your audience.
With careful planning and the effective use of resources, campaigns not only achieve their goals, but also build solid relationships, driving growth and brand recognition in the digital market.
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Source: GMB
