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Oct 02

Determining campaign objectives & strategy

Your campaign strategy with Choozle depends heavily on your advertising or marketing goals. Choozle can help you design your campaign to help you succeed at reaching those objectives. As you are setting up your digital marketing campaign here are a few questions you should ask yourself about your campaign objectives and strategy.

Question #1: Who is your target audience?

The first question you should ask yourself in determining your campaign objective centers around the audience that you are looking to reach. The following points below refer to the different types of campaign targeting you can use to reach your audience:

  • Consumers who have already visited your site: retargeting
    • For consumers who are already aware of your brand and product(s), you can target these consumers to reel them back in and complete conversion by using retargeting. Retargeting is an especially effective targeting method for campaigns
  • Consumers who live in an area: geolocation targeting
    • All Choozle campaigns must have geolocation targeting, expanding as wide of the entire country of the United States to as narrow as zip-code level targeting. For example, if you want to target consumers in Edwards, Colorado, you can target users in the 81632 zip code.
  • Consumers with a particular identity: contextual targeting
    • Contextual (also referred to as categorical targeting) allows marketers to focus a specific category or content on websites or other media. Thus, marketers can display advertising with relevant content that is particular to the targeting audience. For example, if you were looking to target mothers as a diaper company, this would fit under the family lifestyle category to target families with a need for diapers.
  • Consumers relevant browsing history: behavioral targeting
    • Behavioral targeting (or custom audiences) is based on information collected on an individual’s web=browsing behavior including pages they have visited, searches they have made, in-store purchases, and demographic details (party affiliation, gender, income, and more).

Question #2: Are there particular sites you do or don’t want to advertise on?

The second question is related to where you want your ad to be displayed in particular. If you have particular sites in mind, you can create a site list, which enables marketers to target specific websites. Thus, your ad will be displayed on these venues. For example, if you want to target professionals, you might want to advertise on sites such as CNN Money the Wall Street Journal, or Forbes. Alternatively, if there is a site you donŠ—’t want to advertise on, you can add this site to your block list so that your content will never display here.

Question #3: How long and how much are you looking to spend on your campaign?

Lastly, the third question is particular to your time frame and budget, which can be personalized during your campaign setup call with Choozle. If you’re looking to have a long period of advertising, you can set it as such. Alternatively, if you are advertising a promotion, you can set your campaign length as a shorter amount of time. For example, if you are having a 4th of July sale that just lasts a weekend, you can advertise for the week(s) leading up to this sale.

This coincides with your budget as well, as Choozle campaign setup allows you to have a maximum budget and allocates this budget into a daily amount. Keep in mind your targeting method when you determine your budget: behavioral targeting and retargeting uses data that might be more expensive than other forms of targeting, but also might provide more reward.

Before you set up your campaign with Choozle, think about the three questions above that guide you toward the details within your campaign.

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