Sandi Main, Director of Product Marketing, Search
Content has reigned as king for many years now, and marketers have been creating more and more content to try to capture the attention of consumers.
But content alone is no longer enough.
Enter the new sovereign: Relevancy. While Content remains a part of the royal family, Relevancy has taken over the crown. Under this new reign, you have the opportunity to take the great content you create and reach the RIGHT people, at the RIGHT time with the RIGHT message.
To do this, you must show ads to people who are interested in your offer and ready to take action. You need to identify the best message to use on the ideal channel for your audience—all at the perfect moment—to capture the attention of the consumers you want to engage. This requires that you have a good understanding of your audience, how to reach them, and where they are on the path to purchase.
So, what can you do to be the king of your own audience targeting campaigns and deliver relevant messages to your current and potential customers?
Personalization is no longer a nicety, it is a necessity. Consumers are inundated with digital advertising, marketing, and re-marketing. As a result, they are tuning out the messages that are written for the masses. By delivering a personally orchestrated customer experience across all channels, your messages will stand out. You can do this by devising a comprehensive strategy where you gather data from a variety of sources, including your customer databases, past purchase behavior, personas, or lookalikes along with information on where consumers are shopping.
Search marketing is one of the most tried and true forms of digital marketing because it gives marketers valuable insight into consumers’ intent, allowing for the creation of more effective ads. Search will continue to be an important way for marketers to reach customers based on geography, demographics, browsing and previous shopping behavior. And, by using enhanced search targeting efforts like remarketing, in-market and similar audiences, you have a greater chance of achieving success with your audience targeting.
The more you understand where the customer is in their life cycle, the more you can personalize. Every action a customer takes influences their user profile, so the more information you gather about them, the clearer the picture becomes about who they are, what they do, where they search, and what they buy. This often starts with their behavior around the web pages and content they view. In fact, pages and content viewed was the leading criteria used by US marketers for personalizing experiences followed by location, onsite behavior, demographics, device types and buying and shopping patterns.
We have the tools and features to help you reign supreme by managing audiences at scale, identifying the best performing audiences and constantly monitoring and changing bids related to your specific audiences. With the Kenshoo platform, you can implement an audience strategy across publishers, campaigns, and ad groups and monitor the impact and performance of campaigns based on insights gathered from the data received.
To learn more about audience targeting, download our Audiences Playbook for more tips & information on how to reach people based on their specific interests.