Audiences Overview
Audiences consist of people you wish to target in your marketing campaigns, grouping them based on specific characteristics, interests, or shopping behaviors.
Why audience targeting matter?
Audiences are used to target specific groups of people in your campaigns based on their characteristics, interests, or shopping behaviors. This targeting allows for more precise and effective marketing, which enhances the likelihood of conversion and engagement.
There are two types of audiences you can target:
Custom audiences: Let’s you target customizable audiences built from retailer events and CRM data.
Automated audiences: AI-powered audiences that target a retailer’s entire audience and automatically find the users most likely to convert.
Who is it for?
Advertisers can use audiences to target specific groups of people in their campaigns.
When to use it?
Audiences are used when you want to target specific groups of people in your campaigns. Here are some key scenarios when you might use audiences:
Campaign Launch: Use audiences to target users likely to be interested in your products.
Product Promotions: Target users based on past purchases or browsing behavior.
Retargeting: Re-engage users who visited your site but didn’t purchase.
Seasonal Campaigns: Reach users who engage with your brand during seasonal events.
Customer Segmentation: Personalize marketing by segmenting users by interests or behaviors.
Using audiences helps ensure that your marketing efforts are more relevant and effective, leading to higher engagement and conversion rates.
Where to find it?
The Audiences and Segments tab in the Shared Library serves as the central repository for all your created audiences, providing the capability to generate new audiences as needed.
To access the Audiences and Segments tab:
Click Shared Library in the top navigation bar.
From the drop-down menu, choose Audiences and Segments.
To create a new audience:
Click the +Audience button on the page.
You can now create an audience in the Audience Builder.
Audience Library
The Audience Library houses your list of created audiences and allows you to generate new audiences directly through the Audience Builder (A new tab appears for this purpose).
You will see the following details for each of the existing audiences:
Name: The designated name for the audience.
Channel: Indicates the use of each audience/ segment for Onsite, Offsite or Onsite/ Offsite.
Linked Line Items: All line items associated with the created audience.
Offsite Size: The number of people we will aim to reach with your ads on the open internet.
Onsite Size: The number of people we will aim to reach with your ads on the retailer’s website.
Retailer: The Retailer to which the audience is attributed.
Last Updated: The most recent modification that was made to the audience.
Created By: The user responsible for the creation of the audience.
In our Commerce Max platform, an audience segment can consist of Event Segments and/or Contact List Segments.
Currently, Contact Lists can be uploaded by the retailers manually into the platform or via the SFTP Server and API.
And, our Audience Builder allows you to combine these Event Segments and Contact List Segments to create an Audience Segment you can target in your campaigns.
After creating an audience, you can associate it with a Line Item so that the Line Item targets those shoppers. The Line Item and the Audience must be targeting the same brand and have the same retailer to be associated with each other. See How to Associate an Audience to a Line Item for more information.
Audience Builder
The Audience Builder is a tool that grants fine-tuned control over audience targeting strategy, enhancing precision and effectiveness in reaching the desired audience. It is a powerful tool designed to empower you with the capability to create highly targeted audience segments by seamlessly combining various segments.
In our Audience Builder, you can have standalone segments or mix and match Events and Contact Lists, combining them with algebraic operations such as OR & AND, and Include & Exclude to create specific audiences to target in your campaigns.
Combinations:
Or: Combine segments with "or" to target anyone fitting either segment.
And: Combine segments with "and" to target only individuals fitting both segments.
Options:
Include: Target people as part of this segment with your ads.
Exclude: Ensure people in this segment are not targeted by your ads.
When building an audience in the Audience Builder, the size shown in the top right corner will be the Onsite size. You can toggle this to show the Offsite size by clicking the Switch to Offsite size.
How it works?
If you drag an Onsite Contact List into the audience, the Offsite Contact Lists will be greyed out and will only be available for use once the Onsite segment is removed from the audience.
These operations work with the concept of Boolean Logic which you can learn more about here How to build an audience?
Types of Segments
Segments are the building blocks of the Audience Builder, forming the basis of audiences. There are two types of segments: