Use audience extension to reach your target audience online

Audience extension advertising campaigns, also known as retargeting, are advertisements that are placed online on sites other than the client’s own.  These ads can be targeting specifically to the client’s target audience and show up on top web sites such as CNN and Auto Trader.

Website browsers such as Google Chrome use cookies to track user data including demographics such as age and location, as well as interests, purchases and more.  When an audience extension campaign is set up, digital marketers can assign certain parameters to the ads, such as show to people in zip codes A, B and C, display to people ages 18-40, etc.

Audience extension campaigns ensure that only people in the client’s target audience are being exposed to their message, which is cost and time efficient. And, because the campaign is charged only when the ad is served, no advertising dollars are wasted on people who would most likely not be interested or being charged regardless of if the ad is actually displayed or not.

And the client picks the budget, so they are guaranteed not to spend more than they want.



Here’s how it works:
The client has a budget of $500. For $500 they are guaranteed at least 62, 500 impressions. An “impression” is counted each time the ad loads on a website. The impressions are won in a bidding process. Ads compete for the ad spaces on the website by offering to pay for that space. Whichever ad bids the most for the spot gets that space. This is all determined in milliseconds as the page loads.

The higher the client’s budget, the more they can bid on add space and the more impressions they will receive.  When the $500 budget is exhausted the ads stop bidding.

Digital advertising tactics such as audience extension have changed the way clients reach potential clients in many ways. No longer do advertisers only have options such as billboards and radio spots, where the message is places and they can only hope their target audience sees and or heard their message.  New technology allows for more specific, targeted campaigns that yield greater conversion rates and over all success.

If you would like to learn more about audience extension and how it can help you get your message to your target audience,  please contact Jenny Hopkins at jhopkins@journalnet.com or 208-239-3532.