Creating a custom audience in EasyPlatform
Here at EasyPlatform, we provide you with a variety of targeting options so you can reach the perfect users, at the perfect time. One of the most successful ways to do so is by segmenting users and then customizing your messages accordingly. That is, you have the ability to broadcast your creatives to specific users who have performed specific actions on your site or interacted with your ads. For example, you can target all website visitors, or users who have added to cart, placed an order, and many others. We have a specially designed Audience Center, where you can create and manage your audiences and track various events in one place!
In just a few steps we will showcase how you can activate and use our Audience Center:
1. Audience Center activation
The first step is to activate the module in your profile - after login, select the Audience menu and then click on "Activate Audience Center.
2. Audience data
You can show your ads to certain user audiences, which can be built with data from your website or from previous campaigns in the platform. This way you can create highly personalized ads for every user audience and maximize ad effeceincy and relevance! There are two main sources of data which you can use to build a user audience:
Data from previous campaigns in the platform (tracking pixel implementation is not required)
You can use data like interactions and clicks from your previous campaign activity to form your audiences. You can target users based on an action they have (or haven't) made and create personalized ad messages accordingly.- Data from a tracking pixel code on your websiteBy implementing the code on your website you are able to track different actions your users make like making an order; signing up for a newsletter; or filling out a form. Using this gathered data you can add them to a custom audience – for example - all buyers. After this you are ready to create a personalized ad experience for each different audience depending on the message you want to convey!
You can track user actions such as Add to Cart, Button-click, Scroll, Time spent or you can set a Custom Event in the Audience Center and implement the code on your website. You can define your audience based on any event by choosing if you want an audience from users who have or have not initiated the event.
Here you can find full details on how you can implement your pixel code correctly >>>.
3. Creating an Audience
After you've chosen which data set you want to use - you are ready to create your custom user audience! The next step is go to the Audience menu after logging into your account. In the Audience tab you will see the most commonly used audiences have been generated automatically: New potential users, Website Visitors, Abandoned Cart, Buyers. Of course, you can create any custom user audience according to your marketing needs - just click on the "Create new audience" button.
4. Audience setup
After clicking on the Create new audience button a new window will open up where you can configure your audience. Now let's go through the main settings and what they mean:
- Include/Exclude
From these two options you can choose which users to include and/or exclude from your audience.
To include users - go to the Include panel - click on Add rule - and now choose from the dropdown menu which actions you want the users to have taken. For the first four actions you do not need a tracking pixel code. For all other actions however you will need to implement it on your website. Likewise, if you want an audience excluding certain users - go to the Exclude panel and add them from the dropdown menu.
Example: You can create a Remarketing audience which includes all visitors to your website but excludes all users who have made a purchase. (Include: Website Visitors; Exclude: Buyers). - All/Any
You can define a multitude of rules in an audience and therefore from the All/Any option you can control whether users need to follow All defined rules, or just one (Any). Be mindful when settings up multiple rules! Make sure you set them correctly and have enough users who can answer to all rules. - Period
You can choose to include in your audience only those users who have (or haven't) made the desired action during a certain period of time. Just fill in the "during the last X days" field with the time period.
Example: An audience of users who have visited the website in the last 30 days only. - Advanced settings
Here you can find a variety of parameters which you can use to further define your audience based on set custom events on your website. Read more about the different parameters and how to use them here>>>
5. Dashboard
In the "Audience" menu - under the "Audience" tab, you will find useful data in real time regarding audiences, such as:
- Audience name: the name you have set for your audience;
- Campaigns: gives info if any campaigns in the platform use this audience in their targeting options
- Network Reach: This field gives you information about the daily reach of the audience in terms of impressions in our Network of websites;
- Network Unique Reach: This field gives you information about the daily reach of the audience in terms of unique cookies in our Network of websites;
Using the audiences in your campaigns
Now that you have created a custom user audience, it's time to use it in your campaigns! To do this, create a new campaign or edit an existing one, then navigate to "Audience Targeting" and include or exclude one or more audiences. This way, you can control which users see your ads extremely precisely!
Our team is available for assistance and we will be happy to help you out with creating and managing your audiences! Do not hesitate to contact us with questions.
EasyPlatform Team