How Do Campaigns Benefit From Targeting With Defined Lookalike Audiences?
Campaign benefit from Lookalike Audiences in many ways. We see a range of benefits from enhanced website behavior and conversions. With standard optimization practices and conversion based campaigns, we see this behavior over time anyways but with Lookalike Audience Modelling, it allows us to expand our target audience while driving efficiencies. Other targeting optimization practices narrow an audience over time. How Do You Sync Audience Models With Other Marketing Tactics?
Lookalike audiences are meant to be layered and used as prioritizations in targeting but aside from leveraging Audience Profiles with other targeting, we also sync it with Conversion Optimized campaigns. Since we’re building these audiences off of event triggers, we have those triggers to also optimize the campaigns to, which aligns with business goals and also inherently makes our audiences perpetually better. Does Audience Modelling Not Work In Certain Industries?
Outside of protected categories (i.e. healthcare), there aren’t really any bad industries to model audiences off of. Certainly, industries that tend to attract a larger share of the population benefit from the scale of their industry but even more niche industries can benefit from audience modelling, and I would even be tempted to say more so. We'll leave you with one final question... What are you doing with the data collected from your customers?