Social media advertising is growing at a rapid pace. In fact, revenue generated from advertisements on these sites is projected to reach $11 billion by 2017. Additionally, as more consumers are visiting social media sites on mobile devices, reaching customers through these channels is vital.
Creating segmented ads is a great way to make sure that you’re reaching the right audience for your message. Putting these ads on social media allows you to actively capture your audience instead of waiting for them to come to you by visiting your website or opening your emails. The more personalized your ad is, the more likely it is to capture the right customers’ attention.
There are several advanced targeting options for social advertising, primarily through Facebook and Twitter. Here, we’ll focus on Twitter’s Tailored Audiences feature.
Tailored Audiences is a function of Twitter Ads that allows you to target your ad to a specific group of users by uploading a list of information like email addresses, phone numbers, or usernames. Once uploaded, your ad will be specifically seen by members of the group that have Twitter profiles associated with the provided information.
But where do you get this targeted list from?
Uploading your entire email list isn’t going to be effective if you want to only reach a specific portion of your group. Luckily, with Windsor Circle’s new segment builder feature you can download whichever custom segment that you’ve created and upload it into Twitter Ads.
Our segment builder lets you instantly create customized segments with unlimited conditions directly in our Retention Analytics Suite. This tool allows you to create complex segments, using information like customer profiles, purchase history, order data, product catalog, and customer scores.
Once you’ve created your list, you can set up your Tailored Audience in Twitter Ads by clicking on the “Tools” option, selecting “Audience manager,” and then “Create new list audience.” Next, name your list and choose the file type of the data you’re uploading, such as email addresses, phone numbers, Twitter usernames, etc.
After you’ve uploaded your list, create your ad as you normally would. You will then have the option to select this list as the audience for ad.
REAL WORLD EXAMPLE:
Imagine that you own a sporting goods store that is running a promotion on left-handed golf clubs. With the segment builder you can pinpoint which members of the email list are left handed, using purchase data like SKUs, product name, or category. Using this list, you can ensure that only left-handed golfers will be shown the ad on Twitter.
Overall, segmentation is beneficial for retailers because it provides a deeper understanding of specific groups of customers, as well as the ability to discover the significant similarities and differences between the purchase behaviors of each segment. Ultimately, these insights help improve your customers’ experience with your brand and can result in higher revenue from each segment.