Best Practices to Define, Reach, and Impress Your SuperFans Today across DV360 and Amazon Ads
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...
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Best Practices to Define, Reach, and Impress Your SuperFans Today across DV360 and Amazon Ads
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...
Seamless Transition: Migrating from UA to GA4 Without Data Loss
Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) can be a complex process, but it is crucial for keeping your analytics data up to date and taking advantage of the latest features. Here's five tips to ensure a seamless transition without data loss: 1. Make sure to migrate your custom events accurately. It will be very helpful to create a tagging plan with the schema of your UA events and their GA4 analogues. List your UA events (e.g. in Google Sheets) and make a note for every event...
Decoding Your Superfans and Antifans To Unlock an “Unfair” Marketing Advantage
Do you have some customers who not only adore your brand but also make outsized contributions to your bottom line? And who always want more of your products? On the other hand, are there customers who end up being a financial drain on your business? Who buy only your loss-leaders, have continuous inquiries that tie up your support team, and always expect you to cover shipping costs? I’m convinced that just about every brand will answer a resounding “yes” to both questions. I categorize these...
Target Net-New Donors with Intent Data: Not for Profit Transformation Series
Learn how intent data can help reveal fresh, relevant audiences who may already be searching for your NFP's cause. Earlier in this series, we discussed the importance of knowing your donors, and in our previous article we described how to append second-party data to your existing donor database. In our experience, both of these methods will help your NFP identify potential donors to target in marketing and advertising. However, only a small percentage of the people exposed to ads are actually actively...
Append Second-Party Data to Your Donor File: Not for Profit Transformation Series
Learn how other organizations' data can help you identify net-new donors to target in your advertising. In our previous article, Learn More About Your Current Donors, we described how to start finding net-new donors by executing several basic qualitative and quantitative research projects. Next, we want to talk about how to identify specific groups of people who may be a great fit for your NFP, but who aren’t in your core file yet—especially donors who are Gen Z, Millennials, or even Centennials—by using...
Learn More About Your Current Donors: Not for Profit Transformation Series
Discover how qualitative and quantitative research can help drive more effective messaging and attract like-minded new donors. Oftentimes, a nonprofit may set a goal about generating “net-new” donors, but fail to define the target audience(s) in enough detail to allow the in-house marketing team or agency to create campaigns and messaging. This usually stems from the fact that they don’t have a deep understanding of their existing best donors—so they don’t know how to look for more like...
Create Personalized NFP Landing Pages: Not for Profit Transformation Series
Learn how implementing a tailored page for each initiative can help maximize your marketing and advertising investments. Previously in this series, we discussed that donation growth comes from personalization driven by the right first-party data strategy, how NFPs can develop initiative "flags" in their marketing warehouses to enable personalization through data, and the importance of ad creative personalization. In this article, we will address the importance of landing page personalization. Landing pages...
Personalize Your NFP Ad Creative: Not for Profit Transformation Series
Learn more about creating personalized campaigns, using programmatic advertising as an example. So far in our NFP series, we discussed how a strong first-party data strategy will allow your NFP to group existing core audiences by implicit or explicit signals into logical interest groups or "initiatives," and how your internal or agency Media teams can upload these segmented audiences into their media platforms for search, display, social and other digital platforms, and execute personalized advertising that...
Use Segmentation to Target Donor Interests: Not for Profit Transformation Series
Learn how to export your segmented audiences to ad platforms—and power personalized advertising. The first article in this series, Improve Performance with Personalization, described how your NFP can “flip the script” with traditional channels (direct mail, email) and personalize messaging to resonate better with your core audiences. Now, let's talk about integration among direct mail, email and digital—in other words, how to deploy a personalization-driven omnichannel strategy. What do we mean by a...
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