Defining your SuperFans across DV360 (Display & Video 360) and Amazon Ads involves identifying and targeting the most engaged and loyal customers who are likely to drive the highest return on investment. Below are some tips and suggestions that we have proven to be successful when helping clients define and target their high value audiences.
In order to reach and impress your SuperFans, first you have to determine how to DEFINE them.
Let’s take a look at how to do this in DV360 and Amazon Ads:
- User Segmentation: Utilize your own first-party data to create custom audience segments. You can upload customer email lists and create lookalike audiences that resemble your existing customers. This is a powerful way to reach users with similar characteristics and behaviors.
- Analyze Existing Customer Data: If you have existing customer data, use it to identify common traits and behaviors among your best customers. This can include website analytics, CRM data, or any other data sources that may provide insights into your audience.
- Leverage First-Party Data: Use your own first-party data, such as customer lists, website visitor data, or CRM data, to create custom audience segments. This allows you to target users who have interacted with your brand before.
Specific to DV360, you can also create audience lists. DV360 allows you to create and use audience lists for targeting. You can create remarketing lists, customer match lists, and other custom lists based on user behavior and interactions with your brand. Along with this, you can link DV360 to GA360 and use the historical data on audiences that have already converted to strictly target them.
To REACH your brand SuperFans you have a range of effective options at your disposal.
There are several options in DV360:
To effectively connect with your SuperFans using DV360, it’s essential to tap into the natural connection between DV360 and Google Analytics 360. This integration opens up a realm of unique opportunities, allowing you to gain deeper insights into your website and DV360 audience. By analyzing these insights, you can develop a more comprehensive profile of your SuperFans. You can explore demographics, geographical data, and their website behavior. Armed with this information, you can curate a highly specific audience segment, upload it directly to your DV360 account, and use it to target your campaign;
Moreover, you’re not limited to just targeting your SuperFans – you can also create a Lookalike Audience (LAL) based on your GA360 audience. This enables you to reach users who share similarities with your SuperFans, broadening your reach while still maintaining relevance;
The insights gleaned from GA360 reports are invaluable for understanding your SuperFans’ preferences. You can utilize demographics such as age, gender, and even household income using DV360 Demographics targeting. Additionally, you can target specific regions where your SuperFans reside by employing DV360 GEO targeting, allowing you to pinpoint states, DMAs, cities, and even ZIP codes for precise targeting;
For even more precise audience targeting, leverage Google In-Market and Affinity segments. It’s advisable to draw from GA360 data and marketing research to choose the right In-Market/Affinity audiences. If you seek even greater precision, DV360 provides the option of Custom Intent and Custom Affinity audiences. These audiences are generated from the past seven days of users’ search and interest activity, enabling you to create highly targeted segments based on relevant keywords.
Now let’s uncover how to reach your SuperFans using Amazon DSP:
When it comes to Amazon DSP, the platform offers its own interest segments based on Amazon’s extensive data. To effectively reach your SuperFans, consider using these Amazon interest segments in combination with demographic and geographical targeting layers. This layered approach enhances your ability to engage your SuperFans more effectively by combining Amazon’s rich dataset with specific demographic and location-based criteria.
If you already have conversion-based audiences in place, a smart strategy is to create Lookalike Audiences (LALs) based on these existing audiences. By doing so, you can target users who closely resemble your SuperFans, increasing your chances of capturing their attention.
The following are even more targeting solutions that Amazon DSP offers to help identify your high value audiences.
- Keyword and ASIN Targeting: Use relevant keywords and ASINs to target specific products or product categories related to your campaign.
- Product Targeting: Utilize product targeting to advertise on specific products or categories.
- Audience Targeting: Use Amazon’s audience targeting options to reach your audience. For example:
- Sponsored Display Audience: Target audiences based on shopping behavior, interests, or views of your product detail pages.
- Sponsored Brands Video Audience: Target audiences with video ads based on demographics and interests.
- Product Audiences: Create audience segments based on customer interactions with your products, such as views, clicks, or add-to-carts.
By leveraging the capabilities of both DV360 and Amazon DSP while following these best practices, you can effectively reach and engage your SuperFans, ultimately strengthening your brand’s connection with its most dedicated supporters.
Once we’ve covered how to reach your SuperFans, let’s delve deeper into how to IMPRESS them.
There are many options within DV360 campaigns:
- Diversifying your ad formats is crucial. Don’t concentrate all your efforts in one format like Display. Instead, consider using Video, Native, Audio, YouTube, and CTV to increase touch points and engage your SuperFans across various environments. This diversified approach can help you stand out in the competitive landscape.
- To effectively reach the right users at the right time and place, it’s recommended to experiment with different bidding algorithm models based on your specific key performance indicators (KPIs). Custom Bidding allows for a more tailored approach to bidding, which can help you meet your KPIs using advanced algorithms.
- Furthermore, accessing premium inventory through DV360 Marketplace is pivotal. Incorporating private premium inventory into your media mix is essential for reaching your SuperFans in high-impact, high-viewable placements on popular websites, ensuring your message is seen in the right places.
There are also a lot of less platform-specific way to impress them both in DV360 and Amazon DSP:
- Compelling Ad Creative: Create eye-catching visuals and ad copy that grab your audience’s attention. Use high-quality images and videos that are relevant to your product or service. Ensure your ad creative is consistent with your brand identity and conveys a clear message.
- Personalization: Use dynamic creative optimization (DCO) to personalize your ads for different audience segments. Show products or content that are relevant to each user based on their behavior and preferences.
- Emphasize Value Proposition: Clearly communicate the value your product or service offers. Highlight what sets you apart from the competition and why your audience should choose you.
- Call to Action (CTA): Use a compelling and actionable CTA that encourages users to take the desired action, such as “Shop Now,” “Learn More,” or “Request a Quote.”
- Storytelling: Craft a narrative in your ad creatives that engages your audience emotionally. Tell a story that resonates with their aspirations and challenges.
- A/B Testing: Run A/B tests to identify which ad creatives and messaging resonate the most with your audience. Optimize your ad content based on the results.
- Ad Placement: Consider where your ads appear. Placing ads on websites or within apps that your audience frequents can improve engagement.
- Ad Formats: Explore various ad formats, such as display ads, video ads, interactive ads, and more, to find what works best for your target audience.
- Ad Scheduling: Optimize your ad schedule to ensure your ads are displayed at the times when your audience is most active and likely to engage.
- Landing Page Quality: Ensure that the landing page users are directed to after clicking your ad is relevant, user-friendly, and optimized for conversions. A seamless transition from ad to landing page is crucial.
- Bid and Budget Management: Set competitive bids and allocate your budget to maximize exposure to your target audience.
- Campaign Monitoring and Optimization: Regularly monitor campaign performance metrics. Adjust your targeting parameters, bids, and ad creatives to improve the ROI and reach of your ads.
In both DV360 and Amazon Ads, the key to impressing your target audience is to deliver value, relevance, and a seamless user experience. By tailoring your approach to meet the specific needs of your audience, you can leave a positive and lasting impression, which can result in increased engagement and conversions
By implementing these best practices, you can effectively define, reach, and impress your SuperFans across DV360 and Amazon DSP, ultimately driving higher sales and brand loyalty.