Campaign Targeting refers to targeting advertisements to a particular targeted consumers . This helps buyers to focus on what is useful and avoid which are not.
This can be achieved using Ad Tech platforms where multiple targeting settings are available to choose and target while setting up a campaign. Once the campaign goes live, then impressions are made available to only those matching with the campaign target settings.
If are choosing something specific type of consumer means you are excluding the remaining ones.
Example: If you select, Desktop as targeted device. Other devices like smartphones, tablet,s and Connected TV are automatically excluded from the targeting. then line item targeting with Desktop only to Desktop users. Users who are on other devices are not targeted since they are not in targeting list.
Positive Targeting can be called as Inclusion. Which says target only those who are included in the lines. If you don’t set any targeting at all, which means targeting includes everything
Negative Targeting can be called as Exclusion. Which says that exclude only those people which are added Negative targeting list
Various types targeting settings available in Ad Tech platforms :
It can be divided into a few major types. They are
Inventory targeting: What kind of Inventory are you going to book for your campaign ? Open Auction, Deals etc. You can choose the exchanges and supply vendors here
Content Targeting: this is related to contextual targeting where you have various options such as Brand safety targeting, categories, Topics, App/urls, Environment targeting, Viewability, Language, Page position and so on
Audience targeting: Choose characteristics of Audiences who might be interested in your product or services.
Some of them are Affinity Audiences, In market Audiences, Demographics, Geo targeting, Day and Time, Custom Audiences,Life Audiences, Detailed demo and so on
Technology Targeting: It includes Device types, Browsers, Operating Systems, Carriers, Device Make, etc
Open targeting means you are included all kind of inventory and audiences, technology and content targeting. During Awareness it better to open to get where actually you are ads shown and performed well. This helps to choose targeting wisely during next campaign or next burst of campaign. More data you get, more chance of choosing targeting
When you include only a few lists of targeting, which leads to restricting inventory and scale.
After getting enough data to measure the performance, you can Identify interested audiences Audiences who clicked or / and converted
This kind of audience are valuable and create separate line allocating budget even it is small or big one
For youtube lines, Only budget and Frequency capping at IO level effects the Line item functionality. All targeting options that are assigned at Line Item level effects campaign functionality
We could select particular country or city, even state and zip code (mostly U.S area)
If you notice specific geo locations are performing well, exclude it from main line item and create new line item add it. If the advertiser’s business in local withing few radius, you can have an option to choose even that. So that people who are in that specific geo area are shown with ads. This saves a lot of money by spending only related geo. You can also targeting with lookback window, people visiting specific location within specific period
Choose specific time in a day which is affecting performance of the campaign and delivery too
Add or remove keywords by researching time to time. For example, you can include more keywords related to product or brand which shows positive effect. Also if there any situation like pandemic, you can exclude those type of keywords like corona, pandemic, covid, vaccine etc
Using categories, you can limit your targeting by choosing specific categories, like sports, health, news, electronics etc. Ads are shown in websites and online related to these categories
You can also choose specific URLs to target. Also, exclude urls which might effect brand image
Micro Moment Targeting helps to show ads on digital devices if specific events, such as weather conditions, social triggers, Live events etc
Retargeting: This is to target the people who have visited your website/landing page and even any action made by them like add to cart, already purchased a product etc. This helps to bring consumers back to your site who had done some actions on your site. This is just like reminder to the consumers.
Targeting Look-alike Audience is that people who are similar in behaviour who have visited our product or services