The existence of third-party audiences is wonderful for the campaigns to optimally exist, and to run efficiently as well. This is good for those to reach out to the press that they normally wouldn’t have the access too. You have two types of third-party audiences that have the affinity, or the in-market aspects of them. In-market is those that are researching and comparing the products within a category, and affinity is those that are based on affinity groups and have a good interest in a category.
How to Use These Audiences
Now, there are a few ways to optimize this, reading from a super conservative utilization all the way to a full prospecting utilization. If you’re not sure about the audience, you should dip it conservatively, and then figures out what the best locale is to open up the flood gates.
There are a few ways for you to leverage these, and we’ll discuss how that’s done below.
First, you layer the campaigns as observation-only. This is a conservative way to test this while you still target that groud. You’re basically getting data on the prospects that are coming through and how they fall into the third-party audience, and how these perform in relation to the rest of the campaign, and from there, you adjust your bids based on the findings at hand to create an impact.
Next, you layer it into a search campaign as targeting. This is this kicked up a notch since you’re targeting a more specific set of keywords, but only if the people happen to fall into those third party audiences that you’d like to target. This is ideal if you’ve determined that the audiences are doing better than the campaign average, and you want to max the budget out for these audiences, and if you want to start to branch into those more generalized terms, but you don’t want to target everyone with those, and you’ve found that the third-party audiences are demonstrating a higher than average interest into this.
Next, target those audiences either on youtube, or another display network. On this, you basically target everybody within this on youtube ads or the display network. This is something that kind of hits on a more generalized level. When you do this, you should work to dig a little bit further into the demographic attributes so that you can get a feel for if there are different audience segments that you should delve into, in contrast of course to the whole pool that you can targe too. Also, beyond the in-market and affinity audiences, there are many more audiences targeting options with in both youtube, and the display network as well, so you’ve got a lot of different prospects with this one.
Using Google Ads
Tere is also the option of using google ads. I do recommend using the insights tool on this one, since it’ll show you the third-party audiences that are most commonly associated with any of your first-party audiences, so long as the audience does have over 1000 different users. The default view on this, if you track conversations, is to show the in-market and the affinity audiences that the converters are associated with. This, of course, can be helpful since it gives you a sense of the in-target audiences and the likelihood of driving conversations. Do you want to get more value from this tool though?
The best way to do it is to think outside the default! You can do that in a few ways, and we’ll discuss how to below.
How to Think Outside the Box
There are a few ways to do it, and we’ll target each of these in the section below.
First, you want to upload a full customer list to analyze all the sales that happen, not just the ones via google ads. If you have a sales cycle that happens offline, it separates these, so you can look at the sales specifically rather than just the leads.
You can from here upload a list of the paying users, versus the lit of the freemium ones, and you can see if there is a difference from here at this point.
Next, you should upload a list of purchasers of specific brands and the products too. When you prepare for a product to launch, you should first identify what third-party audiences the people are typically associated with, so that the product launch is as targeted as it can be.
You should also upload the list of the highest-valued audiences, in order to identify the composition of this in order to determine the in-market audiences and the affinity audiences that will allow you to drive lifetime value in these types of traffic,e and which ones are worth mentioning.
Using Google Analytics to identify These
Next, you’ll want to take this a step further, and you should look at the data that’s in the google analytics. If you want to see the traffic that you’ll receive from each of these audiences, along with with the conversion rates, the user value, and the revenue, you can do this. You should always be careful basing the decisions on revenue, or the conversion volume alone. If they are too low, it could become expensive, and you should also understand that it could be almost too much to pay for the clicks that it takes to get sales. You should first and foremost always start with the audiences that have a higher level of conversion rates and then work outwards.
Once that’s in place, you ten start to notice that the third-party audiences will deliver almost limitless traffic volumes and the budget is limitless. The cool thing is, you can then take it further. You can from there try to isolate the best prospecting audiences, and if that works, you expand from there. From that point, you then build the custom reports to see if there are some segments of these third-party audience that you’ll want to parcel out at the beginning.
Looking at the breakdown of the demographics within the third-party audience is a great way to do it, and you can do it by age, gender, or whatever you feel works for you.
When you do this, you’ll realize that there are many different ways to utilize the third-party sites on there. Oftentimes, there are many people who will see these, and it might take a bit to narrow in on the targets to get conversions. But, third party audiences are good because it gets them to look at your items when they aren’t directly connected to your business, and you’ll realize that, with this as well, you will definitely notice a difference in the way this is efficiently used, and for most people, it’s definitely something that a lot of people end up enjoying. For a lot of people, getting a third party audience is the goal, and it might be a better option for a few people. Get that in place, and you’ll be good to go, and you’ll see the conversions not only start to come in, but also effectively work for you to utilize and get results with, and to really create the best results possible.