Oct 11
9
Needless to say, anytime you’re going to be buying media, you should do your due diligence. In this case, demographic research. Just for show, let’s say we’re promoting skincare, specifically Hydroxatone.
Step 1: Research your offer’s demographics
In this case, I’d hit Alexa first and search for tryhydroxatone.com (the offer url.) I head straight to the audience tab and see this nice visual.
So pretty much confirms what most people already know about the skincare industry which is that the female 45+ demo is of the highest interest. We can also see that the main browsing location is home. You might be asking now “Tanner, how is that relevant?” Well, there’s this one little thing called day-partying with your media buys that is just as crucial as optimizing your creatives. Now let’s take a look and compare with Quantcast. We get the following infographic from them-
We can now confirm not only gender and age demographics, but now race as well as income. So aside from the obvious of targeting 35-65 y/o females in the US for our media buy, this gives some information to those of you who are creative thinkers and think outside of the box. With this data we can now also see that more African Americans than usual visit this site. How many skincare landing pages do you see targeted specifically to African Americans? How many of those pages do you think are advertising on sites frequently viewed by African American women in their 30′s, 40′s, 50′s, and beyond? Exactly. Of course there is HUGE money in just targeting broad here, but there are a lot of different options here to create a campaign that others might just simply not think of. Next up, we’ll check Google Ad Planner:
Again, confirming our female 35+ demo, but also confirming the lower household income for most of these people. Making the users know that they’re getting a deal here is going to be crucial. We also see the sites also visited. This is an amazing tool for not only media buys, but also PPV traffic. From this, we can see that coupon sites (specifically targeting moms) are highly liked by Hydroxatone visitors.
Step 2: Use collected data to find websites
Now what do you do with all this data you have just collected? Head back to Quantcast & use their ad planner. Since we know our target demographics, I’m going to start narrowing down my targeting on the left under audience definition. I’ve selected female, $0-$30k household income, $30-$60k household income, ages 35-65+, and then college and hit apply. Now under your results, you can sort by target people (People that match your targets selected under audience definition) and really go down the list and get creative with it. Google Ad Planner has a very similar tool which I also use to track down sites that are relevant to my target demographics.
That’s about all there is to it. With this post alone I’ve given you at least 3 campaign ideas, but if you’re thinking outside of the box, this should help you with countless ideas. Now get to work!
