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Creation and manipulation of audiences for targeting and remarketing

This workshop was presented by Ann Stanley to over 4000 virtual delegates at the Ecommerce Growth Summit on 27th March 2020.

The presentation includes:

  • Fundamentals of creating audiences
  • Creating your own audiences and remarketing strategies
  • Advanced Audience strategies
    • Audiences Niches – techniques to find individuals with very specific job titles, interests and skill
    • Audience Amplification – use of “next-generation” Lookalikes and Similar audiences to create a larger target audience from a smaller seed list
    • Audience Reduction – use of negative audiences to focus budget on a more targeted group
    • Audience Filtration (within channel and cross-channel) – use of two-step campaigns to find the most engaged and interested individuals
    • Audience Priming – using cheaper channels to drive users to your site, so you can retarget them when they are ready to buy.
  • Integrated and sequential campaigns (cross-channel)
  • Audience targeting and remarketing for shopping ads

Audience strategies for ecommerce – Ann Stanley

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