Marin Software's official blog

How Audience Targeting Helps Refine Advertising Campaigns

Maria Breaux
|
December 19, 2017

Audience targeting gives marketers a powerful tool to tailor their message and build highly relevant ad campaigns for different customer segments. Layering “Audiences” on top of keywords drives better results than using keywords alone.

Consider a few results:

  • eharmony averaged 220% ROI after adopting an advertising strategy based on personalization and audience segments.
  • Ancestry’s smart audience utilization continues to increase its ROI and drive high-performance remarketing campaigns.
  • MoneySuperMarket discovered that delivering the right message at the right time was key to keeping customers happy and retaining their business.


Breaking Down Barriers to Success


Most marketers underutilize audience products today. In our conversations, we hear a number of recurring themes when we explore why this is happening.

Many advertisers say that “We don’t have a retargeting pixel installed” or “I don’t know where to start or how to test audiences.” The good news: After you set a baseline with Google Analytics, audience targeting is easy to implement and test to find the best configuration for your organization.

Start Your Audience Targeting Efforts Today


To get started with audience targeting and ensure the largest yields from your advertising budgets, download our free guide, Finding Your Ideal Audience: Advertisers Get Smart About Customer Acquisition. With its practical advice and hands-on tactics, you’ll be able to begin using audience targeting right away.

audience targeting
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