While 2020 has come to an end, the trends and behavior changes seen across consumers and market segments are pretty much here to stay.
We have realised that going after the right audience continues to be at the centre of the advertising journey irrespective of the objective.
Because depending on your brand’s specific need there are different digital goals you would typically need to evaluate,
There will be occasions when your specific goal does not just requires a prospective audience but a highly relevant one to raise their hands and express interest in what your brand does, makes, or provides. For instance, when you want a higher conversion rate it is not just the number of leads that would matter but the quality of them as well. Creating a need for a more relevant and niche audience as compared to a broad one since Facebook lead ads aren’t typically the best when it comes to quality.
On the contrary, there also would-be times when you need quantity over quality, for instance while working on brand related objectives (brand awareness, video views, engagement, reach etc.) widening the scope while continuing to be relevant to the brief is more important and achieved easily through broad audience due to its sheer reach efficiency.
In short, there is no one-size-fits-all method for achieving the best balance.
And there is no one better than you who is more intimately aware of the specific requirements of your brand who could better decide how niche or broad the audience segment should be.
So, we thought it best to leave it in your hands through our new feature which enables you to optimize your audience segments per your specific end goal.
Let’s take an example to quickly introduce you to the nuances of this feature.
Imagine if Ikea came to you with a brief about their cookware line that required more sales, which would by extension mean a higher conversion rate, now we all know that conversion rate is directly dependent on the quality of leads generated and not just the quantity, this creates a need for a highly relevant and a rather focused/niche audience.
But using the audience segment 5-point scale, now you can now choose between having an extremely niche or broad segment giving you the control to target niche segments across core, affinity, and lateral audiences to generate leads with high conversion rates.
As the scale moves from 5 to 1 the recommend adsets get more accurate and relatively closer to your core keyword and as a result the total audience size across core, lateral and affinity also decreases
On selecting 5 the output and audience recommendations would look like the below image with an overall audience size of 26,000,000
While sliding the scale towards the mid-point at 3 gives us a total audience size of 24,000,000
And finally, at the lower end of 1 the output adsets would now be extremely relevant and highly niche with a recommended overall audience size of 12,000,00
Want to test it out for yourself? Simply head to DMC campaign planner by clicking on the link below!
https://dentsumarketing.cloud/planner
Even better, try the feature out and let us know if it did end up making your life easier in the slightest!
