Businesses should carefully filter their customer data and suppress specific audiences to boost ROI.
Strategically filtering data and creating well-thought target audience segments for ad campaigns can help brands reduce repetitive ads, increase campaign effectiveness, improve brand reputation and reduce wasteful ad spends. While segmenting audiences, businesses should keep in mind their audiences’ stage in the sales funnel, their frequency of purchase and the nature/shelf-life of the product or service.
Bidding for all audiences will waste ad dollars and lead to negative brand perception. Instead, considering user demographics, economic background, and audience interests can help effectively allocate ad budgets.
Stopping frequent buyers from being targeted by ad campaigns can further stop wastage as they will visit anyway via organic search. Brands should also rethink which audiences need to be retargeted and examine whether their low-value customers are worth the time and money.
[7 minute read]