How to pick the right audiences to target

May 29, 2018 Anahid Basmajian

Want to learn how to create new audiences to target based on how visitors interact with your site? You've come to the right place. Ultimately, how you decide to organize your website visitors is up to you. You can engage your visitors based on either what their interests are or how high their intent to convert is. So what is the difference?

Intent

Create an audience based on a visitor’s level of intent to identify which visitors are most likely to convert.

Create a new audience

To add an audience to a new campaign, navigate to the Audience section on your AdRoll dashboard and either create a new audience or add an existing audience.

Define audiences based on:

  • URLs
  • A fixed page
  • An event
  • The number of pages viewed
  • The number of impressions served
  • CRM lists

URL-based audience

URL-based audiences define your audience based on a URL they visit. You can also define an audience based on a portion of a URL. This captures visitors who land on any URL on your website that contains that URL pattern. Learn more about how to set up URL-Based audiences.

Fixed audience

If there's a page on your site that represents something specific, such as completing a conversion, you can define an audience based on this page. Learn more about how to set up Fixed audiences.

Event-based audience

You can define an audience based on an event triggered, such as a button click. If the event is accompanied by a URL change, you can define that through a URL-based audience. However, if the event doesn't result in a change in URL, an event-based audience captures visitors who perform this action. Learn more about Event-based audiences.

Pages-viewed audience

This web-only audience type allows you to organize your audience based on a minimum number of pages they viewed at while on your website. While certainly not the only indicator of visitor intent, a good rule of thumb is that the more pages someone views, the more interested they are in what you have to offer.

Impression-based audience

This web-only audience type allows you to organize your audience based on a minimum number of impressions served. Consider this if you're a B2B business where sales cycles are typically extended over a longer period of time and you want to utilize sequential messaging.

CRM audience

CRM data onboarding allows you to leverage email lists in your campaigns. If you conduct part of your business off your website, want to re-engage old customers, have a seasonal offering, or need to build on your existing campaign audience, CRM is effective. Learn more about CRM data onboarding.

Want to know even more? Get in touch with your Account Manager or sign in here

About the Author

Anahid Basmajian

Anahid Basmajian // Head of Brand Marketing EMEA // AdRoll

Follow on Twitter More Content by Anahid Basmajian
Previous Article
When it comes to ads, size matters
When it comes to ads, size matters

The larger the ad, the bigger the impact. Find out how digital ad sizes, can influence the reach of your ma...

Next Article
How AdRoll Attract can find the best customers for your business
How AdRoll Attract can find the best customers for your business

Want to make a great first impression and get new customers? AdRoll Attract could be just the thing you nee...