FREE Multi-Media Training Series 
Only: October 29th - November 4th
LESSON #4 of 5:
"Flawless Targeting!"
From: Todd Brown
West Palm Beach, Florida

(Missed any of the prior Lessons? Go here for Lesson #1 and Lesson #2 and Lesson #3.)

"Now, let's talk about how we dial-in the targeting for our ads," Katie says. "There are really only two types of targeting we rely on for all our traffic generation." 

She taps a button on her laptop and brings-up a new slide...
Katie looks over to Tom and Matt, and mumbles something.

Tom walks to the podium; Matt to the front of the screen. 

“All of our ad targeting," says Matt, "is based on either where our ads are shown or who will see the ads… or both. The first is contextual. The second is people-based.”

Tom jumps in...
“So, if I were to run an ad about gold investing on a gold investing website, that would be contextual targeting. If I were to run an ad on that same gold investing website for, say… golfing… cause I’m targeting golfers... that would be people-based targeting."

Tom pauses. 

"That make sense?” he asks, looking over at Matt for agreement. 

Matt nods.

Tom pulls-up a new slide, and says, "This is really just media buying 101 stuff. But, here you go." 
For the next half hour or so, Matt and Tom explain how to do this targeting using first-party and third-party prospect data. 

They talk about their method for using Facebook Insights, Google Analytics, a few of other stealth tools; as well as, their method, as a company, for collecting and using some simple data points.

Matt and Tom both agree, targeting based on first-party data (i.e. your own simple data) is much more valuable than third-party stuff. 

"With that being said," Matt continues, "more often than not, we're using a combination of contextual and people-based targeting. And, we're drilling deeper with things like device targeting and day parting."

Matt signals Tom to bring-up the next slide. 
"You can see," Matt says, "how split the traffic is between desktop and mobile. So, today, you need to treat both as unique targets. You need to design your ad campaigns uniquely for each."

"That's right," Tom says, adjusting the mic on the podium. 

"We segment all of our traffic not just by channel, source, and creative, but also by device. Tracking sales conversions, CPA, all of that. This gives us the ability to spot a struggling campaign which began on mobile, for example, and use desktop-only remarketing to move them over to their desktop with a different message."

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A quick side-note related to this...

I recommend you always design your marketing pages for mobile first, then for desktop. Not the other way around. 

And, no, having webpages which are "mobile-friendly" is not good enough. 

I've seen some "mobile-friendly" pages that look great on desktop, but look like a crime scene on mobile. Not good. 

If you're going to have Agora Financial's Traffic System bringing you a monster volume of traffic, don't you think you should go the distance with your page design? 

Yeah, I think so too. :-)

Back to the action...

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"We also do some unique things to really optimize our ad campaigns with Day Parting," says Matt, as he signals for the next slide. 

"Part of our system is to analyze what days, and times of day, are producing our highest sales conversion rate. In certain circumstances we may adjust our bidding strategy around those peak selling times. Increasing our budget, for example, at the peak 'conversion hours'. Other times we may tailor our ad message for the day, or time of day."

Matt explains more about how they do this. 

Then, he and Tom dive into the different target options they use on each network. They talk about the differences in how they target on Facebook, Google, Yahoo, native, etc.

Finally, in the last part of the day, they begin to talk about their Campaign Research method, and why they use it...
"It all begins with these 5 steps..."
BONUS: Have Some Fun... See How YOU Are Being Targeted By Online Advertisers!
Here's how Google is personalizing your ads:
See which advertisers are customizing ads on your browser:
Let's learn from each other...
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