Unlocking the Potential of Custom Audiences: A Path to 10x Your Ads Performance

In the dynamic world of digital marketing, staying at the forefront of trends and strategies is imperative for businesses aiming to thrive in the online arena. Artificial Intelligence (AI) is prevailing and has become a part of our everyday lives quickly this year. This has changed how we work, interact, write content, and even manage our advertising campaigns.

At our PPC Book Launch Event, we hosted Maryna Burushkina (Founder of Growth Channel). Maryna reflects on The Digital Shift and the Impact of AI in Marketing. AI is and has become a part of many other elements in marketing as known to many, from predictive modelling to deep learning algorithms, dynamic content, customer journey optimisation, and many more.

In addition to the AI trend, privacy and regulation are catching up, almost hand-in-hand. These changes also make it harder for advertisers to narrow their targeting, better understand their audiences, and track their campaign attribution effectively.

Here’s a few highlights from Maryna’s insightful session.

• Navigating the Cookieless Tracking

• Contextual Advertising

• Shifts in Social Media Platforms

• Introduction to Custom Audiences

• First-Party & Third-Party Data

• Practical Use Cases

• Custom Audiences on Meta Ads

• Tracking and Attribution for Offline Foot Traffic with Custom Audiences

• Scaling Ads Beyond the Social and Search Channels

• A strategy that multiplies ads performance

In the ever-evolving digital landscape, leveraging custom audiences is a powerful strategy to stay ahead and deliver targeted, impactful marketing campaigns. Here’s a few parting advice (for now!) & take-aways from Maryna.

Enrich and ehnhance your first-party data for 360° insights and targeting

While your CRM and customer lists may hold valuable attributes, enriching your data ensures it remains up-to-date and encompasses important factors like brand affinities, purchase intent, and demographic insights.

Expand beyond CRM

Don't confine your strategy to existing customer lists. Consider including store visitors, event attendees, subscribers, and other significant behavioral attributes for your custom audiences.

Embrace an omni-channel approach to amplify your custom audience campaigns

Don't limit yourself to Google and Facebook for advertising. Explore other channels like marketplaces, native ads, and podcasts. Platforms such as Growth Channel offer access to over 150 ad exchanges in the programmatic ecosystem, enabling you to scale your campaigns beyond traditional digital channels. There are no minimum ad spend requirements, and you can target niche audiences effectively.Key take-aways and a few final words on the subject.