At GI Jobs, we want to help veterans connect with organizations with opportunities for our military community. We talked about 3 Advanced Targeting Techniques we use in our marketing campaigns to help organizations looking to reach the veteran audience get their ads in front of veterans. These are four more advanced targeting techniques marketers should use to reach an engaged, relevant audience.
1. Addressable Geo-Fencing
While the name Addressable Geo-Fencing is fairly straight-forward, there is a lot more going on behind the scenes than the title suggests. We have the capacity to upload lists of up to 1 million addresses per marketing campaign into our DSP, or Demand Side Platform, which will convert into “Geo-Fences” around those locations. These lists can be made up of our own first-party-data, or we can choose from 12 standard demographic categories as well as more than 130 interest-based categories to form a custom list tailored specifically to you with 1,500 variables.
This tactic allows us to target every individual who is within the geo-fenced address and target their devices separately with mobile and video ads as well as OTT/CTV ads. This means that you can be targeting desktops/laptops, smartphones, and even TVs. It’s an extremely precise and powerful method of targeting. Blend it with our other marketing solutions to help serve your ads to the exact demographics you are looking for on the devices they use most.
2. Contextual Targeting
There are two types of Contextual Targeting that we utilize here at GI Jobs, Keyword Targeting and Category Contextual Targeting.
With Keyword Targeting, we are able to deliver ads to our audience based on the keywords and the context of what they are reading online.
This is done by the use of web-crawlers. Essentially, these web-crawlers are gathering data from users based on what content they are consuming on the internet. They can see the exact wording of every single article an individual is viewing. Using this information, we can match these users with ads based on what they have been reading. Because we know what they are interested in, we know exactly what to show them. An ad could be the push they need to commit and convert.
Category Contextual Targeting
The second type of Contextual Targeting, which is similar to Keyword, is Category Contextual Targeting. The Internet Advertising Bureau (IAB) has 300 predefined categories in which ads can fall into based on a website’s content. This personalized advertising method displays ads on websites based on which category the website falls under.
For example, an ad for an upcoming movie release may show up on IMDb. Or someone may be on a website looking at different times and prices for airline flights and they may see an ad for luggage. Because the website falls into a certain category like travel, there are ads being displayed for things that go hand in hand with traveling, like luggage.
This method is a real time saver. Instead of just running your ads for random people to see, we are putting them in front of people we know are more likely to be interested in your opportunities, school, or brand based on which categories their viewed websites fall into.
One problem that everyone in the marketing world has experienced at one point or another is getting traffic to their websites, but there are no conversions being made. While some might think that the battle is lost once a person leaves the website without converting, in reality, we are just getting started. About 97% of website viewers don’t take any action when they are on a site for the first time. By using Site Retargeting, we are able to show those visitors ads for the very websites they visited earlier on any device with an IP address or location services.
We are also able to target individuals who have never been to our website. We can see what kinds of things they are looking at online and what they are researching. We can then, based on those keywords, show people ads for our products and services that are the same as what they are looking for.
Using these tactics we are able to increase the number of people coming back to your website after not taking any action the first time around, which in turn, will help to increase conversions.
4. Custom Lists
Different campaigns have different goals, and thus different target audiences. For example, some marketers just want their ads to appear on popular or well-known websites. For those individuals, we are able to do just that. We have Custom Lists filled with thousands of websites that put out quality content, get high volumes of traffic, and a large percentage of them are for companies or brands the average person is already familiar with. These lists are filtered into different categories based on industry such as business, news, sports, etc. Using our custom lists, we can place your ads on these popular and reputable websites.
While advertising on these sites will get your ads in front of a large audience, we recommend blending all of these advanced targeting tactics into one single campaign to ensure that you are getting the best results possible.