We’re excited to announce the release of Public Segment Targeting, a new targeting option that will allow you to hone in on the right audience with the right message!
What Is Public Segment Targeting?
Public Segment Targeting will allow you to target audiences by Income and Neighborhood. You’ll be able to identify which audience is the most receptive to your messaging and which converts best based on their neighborhood type and median income!
Using Public Segment Targeting
When creating a new campaign, in Step 1, select a country from Geo-Targeting. When you choose the United States, you’ll be able to toggle on Public Segment Targeting. From there, you will have two options: Income or Neighborhood.
Income allows you to select an Income Segment from the dropdown:
Neighborhood will enable you to choose a Neighborhood Segment from the dropdown:
Why Is Public Segment Targeting Important?
Depending on what you are advertising, disposable income will be an essential factor in whether customers purchase. Is your offer an impulse purchase or a trial? Is it a high-ticket item? No matter what you are advertising, different audiences will convert differently, and your average purchase value or customer lifetime value will vary, as well. You may have assumptions, but the data may tell a different story. You’ll only know if you test!
Create campaigns targeting different Income Segments, and you’ll likely see a difference in conversion rate. But dig deeper: a higher conversion rate doesn’t mean higher value! Keep an eye on post-conversion metrics for each, as well.
Demographic trends happen differently in cities, rural, and suburban areas. Population change occurs at a different rate, and there are different perspectives and political opinions in these areas. So why is that important for you?
Maybe politics don’t matter for your campaigns, but population density likely does! Cities are denser than suburbs and suburbs than rural areas. For your campaign, this means more people seeing your message or less. Or, perhaps your message resonates more in specific neighborhoods and less in others. Your “Find Singles In Your Area” call-to-action might not land well in rural North Dakota (Eddy, North Dakota, has a population density of 0.55 people per square mile).
Create campaigns targeting different Neighborhood Segments and keep an eye on click-through rate and conversions. Optimize your creatives for your audience!
You Won’t Know Until You Test.
Perhaps you’ve never considered the impact median income or neighborhood type has on your campaigns. You’re not alone! Unless you’re actively testing, you won’t realize differences in conversion rates or average purchase values. Maybe you’re leaving money on the table or perhaps throwing it away on audiences who will never convert. Start testing today and optimize your campaign performance!