uber-targeting: are lookalike audiences the next big … · targeting tactics by ad flights flight...
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UBER-TARGETING: ARE LOOKALIKE AUDIENCES THE
NEXT BIG THING IN MARKETING?
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Let’s fall into the digital advertising rabbit hole.
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You’re using social ads, right?
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SOURCE: Gartner.com
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WHAT is a LOOKALIKE?
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“Lookalike Audiences” are a way to reach new people who are likely to be interested in your destination because they're similar to users you’ve already connected with.
WHAT ARE LOOKALIKE AUDIENCES?
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Creeper Mode Activated
CREEPY DUDE
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MARKETER
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Use lookalike audiences to build
A Bigger tent
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Facebook = Lookalike Audiences Twitter = Tailored Audiences Google = Similar Audiences
KNOWTHELINGO
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DATA &
TRACKING
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DO THEY WORK?
It depends on your situation… but YES.
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ARE LOOKALIKE AUDIENCES THE NEXT BIG THING IN MARKETING?
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NO
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ONE of MANY tools available
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Targeting tactics by ad FLIGHTs
Flight Targeting Tactics
Flight 1 Lookalike of 2015 XYZ entrants, XYZ football interests
Flight 2 XYZ alumni and XYZ-related fan sites
Flight 3 XYZ football interests, fan sites and media
Promoted Post 1 Page Lookalike + XYZ football interests
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Pick the appropriate tool for the job
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Marketers now spend more time looking for new audiences than they do on the ones they’ve already acquired.
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Should I use Lookalike
Audiences?
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ONE FINAL NOTE
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#LANDINGPAGES
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LANDINGPAGES
#LANDINGPAGES
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#LANDINGPAGES
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</rant>
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Brian V. Matson Senior Director of Strategy & Education @BVMatson [email protected] www.TwoSixDigital.com