Meta Advantage Custom Audiences, Google Optimized Audience, Customer Match Audience Solutions, and Custom Affinity Audience are all advertising targeting options available to performance advertisers on different advertising platforms. Each of these options has unique features and benefits that make them ideal for some, but not necessarily all, specific advertising goals.
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What are Meta Advantage Custom Audiences and how to use?
Meta Advantage Custom Audiences is a targeting option available on Facebook and Instagram. It allows advertisers to target users who have engaged with their content on these platforms, such as liking their page, watching their videos, or clicking on their ads. Meta Advantage Custom Audiences allows advertisers to create highly targeted campaigns based on user behavior and interests.
What are Google Optimized Audiences + should you use?
Google Optimized Audience, on the other hand, is a targeting option available on Google Ads. It allows advertisers to target users who are most likely to convert based on their past browsing behavior. Google uses machine learning to analyze user data and predict which users are most likely to convert based on their behavior.
What is Customer Match Audience Solutions and how to use?
Customer Match Audience Solutions, also available on Google Ads, allows advertisers to target users based on their email addresses. Advertisers can upload a list of email addresses and Google will match them to users on their platform. This allows advertisers to target users who have shown an interest in their product or service by signing up for their email list.
What are Custom Affinity Audience and how to use?
Custom Affinity Audience is a targeting option available on both Google Ads and YouTube. It allows advertisers to create their own audience based on user interests and behavior. Advertisers can specify user interests, websites they visit, and other behaviors to create a highly targeted audience for their campaigns.
Which targeting type to choose?
To illustrate the differences between these targeting options, let’s consider an example of an ecommerce retailer that sells athletic shoes. The retailer may choose to use Meta Advantage Custom Audiences to target users who have previously engaged with their content, such as those who have liked their Facebook page or watched their Instagram videos. This allows the retailer to target users who have shown an interest in their brand and are more likely to convert.
On Google Ads, the retailer may choose to use Google Optimized Audience to target users who are most likely to convert based on their past browsing behavior. This allows the retailer to target users who have previously shown an interest in athletic shoes or related products.
For Customer Match Audience Solutions, the retailer may choose to target users who have signed up for their email list. This allows the retailer to target users who have already shown an interest in their products and may be more likely to convert.
Finally, the retailer may use Custom Affinity Audience to target users who have shown an interest in athletic shoes or related products. This allows the retailer to create a highly targeted audience based on user behavior and interests.
Key takeaways on audience types in paid media
In summary, each of these targeting options has unique features and benefits that make them ideal for specific advertising goals. By understanding the differences between these options, advertisers and chief marketing officers can make informed decisions about which targeting options to use to achieve their advertising objectives. With the increasing importance of digital in performance advertising and growth marketing, it’s crucial for advertisers to have a deep understanding of the available targeting options and how to effectively use them to reach their target audience.