What Channels We’re Looking At
- Facebook Ads, Google Ads, LinkedIn Ads
What You Will Learn
- How To Expand Targeting Beyond Obvious Audience Segments
- Shorten The Learning Curve & Fasttrack Performance (From 30-60 Days To Less Than 2 Weeks)
- How To A/B Test Performance To Determine Winning Audiences
Leveraging audience insights across advertising platforms can be a powerful method to grow your customer base. Here’s how you can tap into those resources and expand your target reach.
Targeting the right people is the name of the game, and we’re always working to learn more about our customers. What are their interests? Where do they work? What types of websites do they frequent?
Each platform captures information about their customers in a unique way and will derive insights based on unique definitions of their audiences. What works on Facebook or Google isn’t necessarily exclusive. Not even close. In fact, if you’re not leveraging these audience insights across platforms, you’re leaving money on the table.
When we combine audience insights from Google, Facebook, and Linkedin, we can create an interest-based and predictive modeling audience strategy to maximize on-target delivery effectiveness. If you’re running ads on multiple platforms, you should be leveraging audience insights to work together across all networks.
In Linkedin, under the Demographics section, you can see that a client servicing HR administration software is getting visibility and engagement among Business Development and Sales positions, but lacks impact for individuals in a Program and Project Management role. Try using this data by targeting these job functions on Google Ads and Facebook.
In Google Ads, check out Audience Insights under Audience Manager in the tools section. Here, Google tells you that your target customer has the highest chance of falling within specific in-market and affinity categories.
Of course, don’t feel like you have to add them all – incorporate what you feel is the most relevant, and then use this information to A/B test.
When looking in Audience Insights on Facebook, you can view information regarding demographics, job functions, Page Likes, and other categories of interest-based on relevance.
Open up your audience targeting to the wealth of insights each platform has to offer and increase your chances to convert. A/B test your new arsenal of audiences to support and optimize the audience strategy you thought was tapped out. You can do this in each platform by duplicating your campaign and testing new audiences. Monitor progress for about two weeks to see which audiences perform better to optimize your targeting.
To see how the Audience Insights tab looks on each platform: