Segmentation by channel

Segmentation by channel within the Funnel Advertising Methodology is essential in order to impact the the Buyer Persona with the right type of communication and content

The final objective of a good advertising campaign within the Funnel Advertising Methodology is the ability to impact the target audience in the most profitable way possible. In order to attain this, we must keep in mind all of the different ways digital platforms make segmentation available to us. But keeping this concept in mind, we are able to profit from and optimize the investment, thus helping us reach our pre-established marketing goals.

 

FUNNEL ADVERTISING - Segmentation by channel

  • Google. Segmenting ads to be shown to the right clients is an essential component to a successful advertising campaign. It could be that we design the perfect ad for attracting clients to our sites but, unless we show it to the right people at the right time, it won’t help us reach our goal. Google offers us two ways of conducting campaigns, each one having its own 'uniqueness' at the time of segmentation.
  • Adwords. Text ads within Google Search and the Google Search Network (a group of search-related websites in which our ads can appear) can be segmented by keyword, language, geographic segmentation, device, audience (ads are shown to people who have previously visited our website by using remarketing lists for Search Network ads) and audience interests; not only are audiences impacted by remarketing but also according to their interests.
  • Google Display Network. Display ads can be segmented by keyword, topic, location, language, geographic segmentation, device and audience (including remarketing campaigns).
  • Social Ads
    • Facebook. On Facebook, we are able to segment by way of searches carried out by new users. In this case, Facebook offers both general demographic data (e.g. age, sex, location and/or language) and specific demographic data (e.g. education level, household composition, ethnic background, political stance, etc.). Additional information includes, buying habits, specific uses of devices and their interests, that is, topics which encompass users according to their activity on the platform; pages they are fans of. We can also use Facebook’s audience creation tool with which we can create Custom Audience via databases we upload to the platform, web traffic we have seen or data of app events. Additionally, we can also base audiences on interactions which take place across Facebook entities, such as our Facebook page, a video we may have uploaded, a ‘Canvas’ or a ‘Lead Ad’. Based on these audiences, we can also create Lookalike Audiences; Facebook takes any one of our Custom Audiences and, through the traits they have in common, creates an even better audience.
    • Instagram. Instagram Ads are available to everyone in Power Editor and in Facebook’s 'ad create' tool. Both social networks also share the same management and ad campaign platform; segmentation options are very similar between Facebook and Instagram.  
    • Twitter. Whenever we post something on Twitter, one can heavily segment by characteristics such as: language, gender, interests, followers, device, behavior, Custom Audience, keywords and geographic region.
    • LinkedIn. In order to ensure that our ad is shown to the relevant audience, LinkedIn offers us the ability to segment by location, sex, age, group, skill, college, academic discipline, degree, company name, business sector, company size, job title, job description, seniority level and years of experience. We can also segment with a specific list of companies or by interest (e.g. opinion leaders or by users who are currently looking for employment). LinkedIn Ads offers 3 incredibly useful formats for impacting an audience; it is the professional network for paid content, text ads and InMail messages.
  • Display. User behavior on our site gives us very valuable information. This information is later used in segmentation based on said behavior or on consumer data we may have received (by a third party or by the client themself).
    • We are able to segment via keywords, that is, we can present ads on websites related to our keywords. We can also segment by interests, which are deduced by browsing trends and user web searches.
    • In order to impact potential customers via display ads, we can also segment using either remarketing audience lists or any other client mailing lists we may have.
    • We can base our segmentation on webpages where our banners appear either by genre (e.g. travel or fashion) or by concrete locations, introducing specific websites on those websites in which we want them to appear.
    • Additionally, there are segmentations based on third party data, or segmentations based on data from a tertiary source. These sources are external sources to the advertisers, provided for by data providers who have no direct relation with clients; they are companies dedicated to the compilation of internet user data.
  • Emailing. Segmentation of contact lists, either ours or a third party’s, is a key strategy for knowing how to both conduct ourselves with our contacts and to substantially better the efficiency of our email marketing campaigns. Within emailing, one can segment by: new subscribers, location, sex, age, activity, non-completion of forms, cart, non-buyers, purchase history, customer buying cycle, behavior, social status, job situation, memberships, and/or preferences and interests of our list, among others. In email campaigns, brands that use list segmentation for their subscribers see an increase of 39% in openings and see a 28% decrease in the 'unsubscribes' from lists.  Segmenting in email marketing can seem complicated but it also offers many advantages. Segmentation of email campaigns primarily consists of getting more registrations and then dividing them into groups that are classified following various parameters found to be useful for future segmented mailings. Even though it is often the most expensive form of marketing in terms of budget, at the time of segmentation, emailing is the most versatile option we have.

Through the information provided above, the role of segmentation within the Funnel Advertising Methodology has been clearly and well-defined. Cyberclick created this methodology (and actively implements it) based both on the user’s journey within the conversion funnel and on the best promotional ‘actions’ to carry out in each stage. As always, our goal is to quantitatively and qualitatively optimize our investments and get the best results per conversion.