Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign
Display campaign audiences are the primary means for targeting display campaigns.
There are scores strategies for selecting display campaign audiences to fit the market targeted. The general idea is to understand the demographics, persona, and behavior of the customer; then to find or create audiences that match those characteristics.
In addition to positive targeting, it may also be beneficial to exclude certain audiences. These “negative audiences” can be used to shape the targeting to improve campaign performance.
Types of targeting available include direct website placements by specifying URLs, so-called “in-market” audiences (behaviors indicating shorter-term buying interest), persistent interests known as “affinity” audiences, customer list audiences, and demographics audiences which might include age, gender, income level, homeownership, and parental status.
Shopping campaigns’ primary targeting mechanism is keyword matching between the search query and the product feed, with minimal advertiser control. Audiences provide a mechanism for improving the relevancy of the auctions where the campaign bids for ad slots.
There is sometimes significant benefit gained by excluding certain audiences from targeting. Negative audiences can help to shape campaign performance in the same fashion as positive audiences.
Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.