Target Your Audience in 2019
Creatives, placements, and ads are three of the essential components of a campaign. Here, we break down exactly what each of these components is and explains why they’re so important. When we say “creative,” I am referring to the creative assets, like HTML5 banners, .gifs, .jpgs, or other media that will advertise your business on the publisher sites where your purchase ad space. Placements are a placeholder used to specify the publisher’s ad slot. Placement information includes compatibility, ad slot dimensions, and pricing. Campaign Manager "ads" include the creative and its placement, the instructions for when, where, and how your campaign should appear on publisher websites.
Reach your audience with targeting
Ads offer many targeting options to make sure your creatives are shown to the right people, at the right time. Let’s explore some of the most popular targeting options for standard ads.
Audience lists allow you to target relevant messaging to a similar group of people. This is known as remarketing. Advertisers can use Floodlight tags to build audience lists from tracking interactions on their website.
For example, if you have Floodlight tracking enabled, you can create an audience list of people who have added an item to their cart but have not yet checked out. Then you can show targeted ads to encourage them to complete their purchase.
Do you have a specific promotion that is only relevant in certain markets? If so, you’ll want to use geographic targeting to select relevant countries or cities for your campaign.
You may have different creatives for different languages. Use language targeting to serve your ad to browsers set with a language you specify.
Technology targeting allows you to show your ads only to particular users based on the way they’re connecting to the internet, including mobile carrier, operating system, browser, platform (smartphone, tablet, desktop), or connection type (mobile, broadband, or WiFi).
Time and day
If you’re targeting users for a time-specific event, you may want to limit the hours or days of your campaign. With time and day targeting, you can choose to only run a specific ad at particular times of the day or particular days of the week.
Keep in mind that adding too many targeting methods may narrow your audience.
Campaign Manager offers many options when it comes to selecting the right audience to show your ads to. Remember, creatives are the advertisements themselves. These may be images or interactive banners. The placements are the locations on the publisher’s websites the creatives will appear and the ads are the instructions, including targeting criteria, that bring the creatives and placements together. Floodlight tags allow you to track what users do after seeing or clicking on your ads. These insights show you which campaigns are most effective at driving the actions you want — like making a purchase or just visiting your website.
In order to show that your campaign is successful, what kinds of information would you want to track from your campaign conversions?
Track visits or purchases as conversions
Floodlight tags allow you to measure conversions — or in other words — whether your advertising campaign led to valuable customer action. But what constitutes a conversion? Well, that’s up to you, really! Depending on your campaign goals, there are two main ways to count conversions. We’ll review how these approaches differ and then talk about some bonus information you can capture with Floodlight tags.
Track visits with the counter tag
The counter tag counts each user visit to the advertiser’s site as a conversion. Use the counter tag if your main goal is to drive site visits or increase brand awareness.
You can choose to count each user visit as a conversion or you can filter out multiple visits from the same user by using the “Counter - Unique” tag, as opposed to the “Counter - Standard” tag.
In addition to tracking sales revenue and visitor interactions, Floodlight tags can also pass other information, such as promo codes, zip codes, product type, and so on. These are called "Custom variables." Campaign Manager can capture this information, as long as it’s not personally identifiable information like a full name or email address.
Get back in touch with your audience
The second main use for Floodlight tags is to create remarketing lists. These audience lists are groups of users who interacted with your site or app and are available to target ads too. There are many strategies to remarket based on audience lists.
You can use Google Tag Manager (GTM) to simplify adding Floodlight tags to websites. This integration allows you to automatically sync Floodlight tags to your site.