As a business owner or marketer, you’ve likely heard the saying, “right message, right person, right time.” But how can you ensure that your message reaches the right person at the right time? The answer lies in understanding and leveraging intent data. This comprehensive guide by FoundUB4 will walk you through the process of using intent data for highly targeted ads.
What is Intent Data?
Intent data is the behavioural information collected about an individual’s online activities, combining both their topical interests and behavioural patterns. This data reveals what a user’s intentions may be and can help predict purchasing behaviours.
Why is Intent Data Crucial?
Intent data is essential because it enables marketers to send highly personalised and relevant messages to potential customers at the ideal moment. By understanding what a user is looking for and their stage in the customer journey, you can tailor your ads to meet their needs, which can lead to higher conversion rates.
How to Gather Intent Data?
First-party data is the information you collect directly from your audience or customers. This can include data from:
- Your website analytics: Track how users interact with your site, the pages they visit, how long they stay, etc.
- Email marketing: Monitor which emails they open, the links they click, etc.
- Customer surveys: Collect demographic information and preferences.
Third-party data is collected by entities that don’t have a direct relationship with users. These entities collect data from various websites and platforms and then sell it to businesses.
How to Leverage Intent Data for Highly Targeted Ads?
1. Segment Your Audience
Use the gathered intent data to segment your audience based on their behaviour, interests, and stage in the buying journey. This will allow you to create more personalised and relevant ads.
2. Personalise Your Ads
Personalisation is the key to highly targeted ads. Using the intent data, tailor your ad’s messaging, offer, and call-to-action to align with the user’s needs and interests.
3. Retarget Based on Behaviour
Use intent data to create retargeting campaigns. If a user has shown interest in a particular product or service, you can retarget them with ads specific to their interests, increasing the chances of conversion.
4. Optimise Your Bidding Strategy
Intent data can also help optimise your ad bidding strategy. For instance, if a user is in the decision-making stage of the buying journey, it might be worth bidding more to ensure your ad is seen.
A Real-World Example
Let’s say you run an online furniture store. A user visits your website and spends time browsing through various sofas but doesn’t make a purchase. With intent data, you can see this user’s behaviour, indicating they’re interested in buying a sofa.
You can then segment this user into a group interested in sofas and create personalised ads showcasing your range of sofas. You can even offer a limited-time discount to encourage them to make a purchase. This way, you’re sending the right message (sofa ad), to the right person (interested in sofas), at the right time (when they’re considering a purchase).
Leveraging intent data for highly targeted ads involves collecting and analysing user behaviour and using this information to personalise your ad campaigns, ultimately leading to higher conversion rates and ROI. It’s about understanding your audience on a deeper level and meeting them where they are in their buying journey.
At FoundUB4, we’re experts in creating tailored strategies that drive growth and put your brand on the digital map. We can help you leverage intent data to create highly targeted ads that resonate with your audience and drive results. Ready to elevate your advertising strategy with FoundUB4? Let’s light it up!
Remember, the key to effective advertising isn’t just about reaching a broad audience; it’s about reaching the right audience at the right time with the right message. And with intent data, you can do just that. So, let’s get started and make some noise!
This blog post was written by the team at FoundUB4, a digital marketing consultancy based in the UK. We offer a range of services from social media management to search marketing and Facebook ads training. Our focus is always on crafting game-changing solutions that drive growth for your brand. Get in touch today to find out more.