When you purchase traffic from a buy-side platform, you have to segment your audience in order to get the maximum benefit. These platforms buy traffic from all over the Web, offering several categories to work with. If you don’t segment that traffic you will spend profusely for visits that don’t actually help your conversion rate.
Targeting is one of the best benefits a buy-side platform offers to you, and you can bring out a campaign’s true earning potential. However, getting to that point requires a diligent study of your audience. Read on for tips to accumulate meaningful data you can use to segment your target market.
Study the Data You Generate
Whether you run an email list or an offer with a high payout, it’s helpful to review any data you have related to your conversions to learn more about the people who actually buy your product or service. Look at location, time of day and any other similarities that may exist among all of your conversions. Dig deep into the history of your campaigns to find out whether your hunches represent trends or stand the test of time.
You can start to target certain locations or income levels if you find that some are more responsive than others.
Study the Market
Say that you are selling a weight loss pill. The ideal candidate can seem like everyone, but if you saw that a certain celebrity endorsed the pill you could focus on that person’s target audience. Even with a minimal amount of knowledge about your subject, like which shows they watch, you can learn a lot about them by investigating that market segment.
If the celebrity in question happened to be a day-time star, you might guess that your target was unemployed or worked irregular hours. Targeting lower income levels in entertainment might help sell your product, or you may find the solution is to sell to housewives in the bread basket of America. You’ll never know the answers to these questions if you’re not exploring your target market and media related to it.
Test with Purpose
The final tip is to approach every test like a true experiment. Have a clearly stated hypothesis, such as theorizing that your diet pill will sell best to those house wives. Then you can begin to craft your experiment with the intentions of arriving at your conclusion by segmenting your traffic.
Once the test is over, approach the results objectively. It can be hard to walk away from your own idea even if the data tells you you’re wrong.