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September 15, 2017

Remarketing: How to start developing your audience targeting strategy

Written by Investis Digital

This year has been full of targeting and remarketing growth. Both Google and Bing released new features and updates to help marketers create custom audiences and the ability to speak to your brand’s exact needs. These new features, like in-market, look-alike, or custom audiences enable brands to define their ideal target market.

But even with the newest updates, how do you develop your audience targeting strategy? Every audience segment is varied and your strategy should reflect just that. Afterall, it’s yours.

Prior to diving into strategic development, you have to define your audiences. Many brands miss this step, jumping straight into retargeting previous customers without taking the time to get to know them and develop a well-thought-out strategy to retarget them with the right creative and content.

While this strategy of only retargeting return customers may work, it’s not the most efficient way to go about remarketing. Rather than beginning with the given issues and trying to formulate a solution from there, you should start with a user-centric view and work through every imaginable possibility. Don’t jump into things too soon, instead weigh out your strategic options.   

So where do you start? Well, it’s simple: with data and questions.

Begin with questions that could help you define your audiences and segment them accordingly. Following your set of questions, arm yourself with the data. Look at the potential audience pools and determine what may be missing from your current segments. With the simple tools and reporting qualities of Google Analytics, AdWords, and Trends, you’re able to better evaluate your audiences and develop the best strategy.  

Use both positive and negative modifiers for each audience segment to shape your campaigns. This should help customers throughout their purchase journey. And of course, help you to better understand your audiences and designate the appropriate targeting strategy for the given segments.

So who are your customers? What do you really know about them? Be honest. Do you know what motivates them every morning, their pain points, and why they would need or want whatever you’re offering them? Do you really know them?

You may think you know your audience, but that doesn’t mean you’re right. The data and questions will help aid you in finding your true audiences. You might already be down the right path, but to find your ideal target customers, you’ll need to analyze your analytics and CRM accounts. With these insights, you’ll pinpoint specific insights about your audience members, their actions, and what makes them exemplary or not.

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