Audience Segmentation Targeting – Ad level

Audience segmentation is targeted at the Ad level.  

An Ad will be targeted to a particular segment.  

The Ad will be assigned to a particular creative option under that chosen segmentation.  Important – the targeted Ad must contain only those actual creatives that pertain to that particular offer (10% off).

The site placements that are assigned to this Ad will receive that audience segmentation and it’s audience will be split up per the option percentages set up under campaign properties tab.  In other words, 10% of the users under that site placement will receive option #1.  90% will receive option #2.

Audience segmentation is based on a user’s cookie ID.  The user is placed in one of the option buckets.  They will only see creatives that pertain to that one bucket (offer).  No other ad will be served to the user.  This prevents corruption. 

Audience segmentation is based on a user’s cookie ID.  When a user receives an ad targeted to an audience segment, The user is placed in one of the option buckets. 

The user will only see creatives that pertain to that one bucket (offer) each time they visit the site placement.  No other ad will be served to the user.  This prevents corruption.

Audience segmentation A/B Testing

Audience segmentation is a marketing tool in CM 360 that allows you to test a series of ads on a selected, non-overlapping user population.

This allows you to create and evaluate multiple ads consisting of similar but slightly different offers (creatives).  This will help you to understand which is the best performing offer.

Based on the performance information, you can decide which offer to expand into a full-scale promotional campaign. 

Audience Segmentation Set Up – campaign level

First, set up your campaign under the “Campaign Properties” tab.

Expand the “Audience Segmentation” option.

Enter in the number of segmentation you want and name them appropriately per the tests you're running. The purposes for this is that an advertiser may have more than one goal for the campaign such as testing “money savings” messages vs. “creatives with different colors.” 

Example – Segment 1 – “Save Money.”  Segment 2 – “Pretty Colors.”   

Next, create Options, names, and put in the percentages of the audience who you want to see each option/message.  The total percentage of all options must equal 100%

Example –
Segment 1 – Save Money. 
Option 1 – Save $20 – 10%. 
Option 2 Save $40 – 90%

The percentage break out of the Options pertains to the percentage of users who are on a site placement (not campaign) who see the creatives. Example - 10% of that placement’s audience will receive option/message #1.

• Set up you placements
• Set up your ads.
• Assign the creatives to the ads
• Assign the site placements to the ads
• Assign your audience segmentation to the Ad.  Each ad will go to a different segment of the audience of that site placement.

 

Social Media Advertising

 Social Media platforms such as Facebook, Linkedin & Twitter have established paid advertising platforms of various formats. Ad placements & model vary but are targeted toward user interests and relevant posts.