Audience development and its role in PPC advertising
One of the most common uses of audience development – and arguably the most measurable – relates to PPC and, specifically, remarketing.
Remarketing is the term used to describe the adverts that re-engage lapsed customers or speak directly to those who have visited your website but not converted. The highest performing remarketing campaigns target users based on bespoke metrics, such as visits to a certain page of your website, or engagement metrics like time on site.
For many businesses, this is no problem – they utilise remarketing once their traffic has reached the necessary numbers for a remarketing campaign to become possible. However, let’s say you wanted to remarket to an audience for which the current traffic levels are not high enough, perhaps because the service or product on offer is not as well known as your others. In this case, use of channels like digital PR and content marketing can attract users by tapping into related interests, thus creating a sizeable remarketing audience that’s already engaged with your brand.