[intro]We’re not shy about it. We love AdRoll’s advertising platform. We’ve blogged about it on more than one occasion. Retargeting has limitless application and plays a major role in full-funnel advertising. While we try not to play favourites, we really like the Prospecting tool.
Previously only available to accounts spending more than $5000 USD per month, prospecting is available to the masses. We thought you should know! Now let’s find us some new customers…[/intro]
New ones, you say? I thought AdRoll was all about retargeting.
That’s true, most of AdRoll’s products are based around retargeting. If you’re looking to trail users who’ve visited your site, completed a form, or chatted up your chatbot, they’ve definitely got you covered.
AdRoll’s prospecting feature switches things up by reaching new potential customers based on the ones you already have. These “similar” or “lookalike” audiences are found using algorithms that detect user similarities across massive databases. Ultimately, AdRoll’s prospecting tool automates this process to find users that act like your customers online.
No more blind prospecting.
Several ad platforms reduce prospecting to a single “find similar users” checkbox. Others may integrate with your analytics to find similar audiences. Sure, when you’re in a crunch, a simple setup is great, but this is digital marketing — we’re all about the details.
What makes AdRoll prospecting unique is the ability to set your own parameters and take control of your targeting. Check it out:
Source Audience: Say you want to build an audience of people similar to a specific demographic of website visitors. You sell products A, B, and C, and you’re launching product D, which is related to C, but not so much to A and B. You’d build your prospecting audience based on visitors to the pages, resources, news articles, and blog posts relating to only product C.
Audience Country: Choose the countries you want to target. AdRoll also gives the option to automatically include other countries if your audience size is too small.
Audience Size: This is where it gets interesting. You get to choose your optimization strategy based on Similarity, Reach, or a combination of both. Prioritizing Similarity produces a smaller audience closely matched to your audience. On the flip side, Reach produces a larger audience with less rigid matching. Can’t bring yourself to choose just one? Choose both and land somewhere in the middle. There’s no secret sauce here. Test, iterate, make your own sauce.
Now that you’re equipped with the basics, get out there and prospect!
But don’t forget to go one inch deeper.
I can’t be the only one obsessed with data. While you’re at it, why not put your regular campaign and your prospecting campaign head-to-head in a little A-B test? It might be interesting to see how your usual targeting strategy stacks up against a more data-driven approach.