Prerequisites for Audience Targeting

Before applying targeting settings on the ad groups that you have created, there are several key steps you must complete to ensure your campaign is set up for success. 

1. Audience

1.1 Audience Types

Overview

With XPO, you can create 6 types of Audience segments:

1. First-party audience: Audience data collected by a pixel embedded on your website/ad. 
2. Third-party audience: Commercial data that you can purchase from third-party providers at a fixed CPM price.
3. Google Ads Audience: Audience data from your Google account that you can link to XPO.
4. Meta Ads Audience: Audience data from your Meta Ads account that you can link to XPO.
5. TikTok Ads Audience: Audience data from your TikTok Ads account that you can link to XPO.
6. LinkedIn Ads Audience: Audience data from your LinkedIn Ads account that you can link to XPO.

1.2 Creating First-Party Audience Group

Follow the video and the steps to create First-party audience segments:

Steps to Set up a First Party Audience Segment

1. From the menu: Audience > click on + New. 
2. Fill in the Audience segment name. 
3. Choose the Advertiser that you would like to apply this audience segment for. You can skip this part if you only have one advertiser account.
4. Select First-party audience segment.
5. Next, select the source for this audience segment. You have five options here:
   • Website
   • CRM Audience 
   • Lookalike Audience 
   • Device Audience 
   • App Activity Audience
     

     Note that CRM Audience and Lookalike Audience are not available under the self-service model at the moment, please contact your Customer Success Manager or Submit a Request here if you would like to set up these audience segments.

6. Select Website Audience and click on Save once you have done.
7. Next, there are 3 types of audience segments you can create using first-party audience data:
   • Funnel: Based on your customer journey, you can segment audiences who drop off from certain stages, such as "Add Cart", "Fill-up Form", "Reserve Page", "Payment Page", etc.
   • Creative Retargeting: Under this feature, you can segment audiences who have clicked-through, engaged, or interacted with the ad.
   • Customer Segment: You can also segment the audiences based on URL, UTM, and Devices. It's recommended to choose "Contains" to make sure that the coverage is sufficient for retargeting. For example, if you input knorex.com under URL, all the visitors who browse the subdomains of knorex.com will be retargeted. For UTM retargeting, check out this page for more information. For Device, there are iOS, Andriod, and Desktop.
     

     Please note that +Custom Semgnet denotes "OR" relationship and + Segment denotes "AND" relationship.
     

8. Click Save once you finish all the steps.

1.3 Creating Third-Party Audience Group

Follow the video and the steps to create Third-party audience segments:

Steps to Set up Third Party Audience Group

Third-party audience is commercial data that you purchase from data providers at an agreed price. Knorex XPO is integrated with major Data Management Platforms (DMPs) and third-party audience data providers such as Oracle data cloud, Branded, etc. to help you extend the reach.

Follow the video and the steps to create Third-party audience segments:

1. Log in to XPO Media Broker, from Audience dashboard and click + Audience. 
2. Fill in the Audience segment name. 
3. Choose the Advertiser that you would like to apply this audience segment for. You can skip this part if you only have one advertiser account.
4. Specify the source for this audience. In this scenario, select the third party audience source.
5. Specify the period of consideration, our recommendation is to start with 30-day.
6. On the next page, you can type and search for the audience group that meets your campaign objective. 
   
   

   SMART SEARCH

   XPO's smart searching capability helps shorten the extensive third party data listings. Your specified target search will identify and display related categories only. This assists to simplify your search. Examples: 

   • 1. • (a) Travel Search 
          
          
          
          
        • (b) High net worth or Retail industry
          
          Few important pointers:
   • • • Price indicated here is based on CPM rate
       • There is an estimate Reach of User indicated for every audience group
       • You can include multiple audience pools under one segment. This denotes "OR" relationship.
       • You can also add multiple segments by clicking + Segment. This denotes "AND" relationship.
7. Click Save.

1.4 Creating Social Audience Group

Follow the video and the steps to create Social audience segments:

Steps to Set up Social Audience Group

1. Log in to XPO Media Broker, from Audience dashboard and click + Audience. 
2. Fill in the Audience segment name. 
3. Choose the Advertiser that you would like to apply this audience segment for. You can skip this part if you only have one advertiser account.
4. Specify the source for this audience. In this scenario, select the Social audience source.
5. Next, select the source for this audience segment. We have three options here:
   

   (i) Custom Audience:

   • This feature helps you to:
     • Create your own audience based on the different condition/rule sets created
     • Categorize users into different audience segments or subgroups based on their browsing behaviors
     • Customize your marketing strategy to tailor your marketing messages to meet each segment’s different needs/wants
   • Choosing this feature will prompt the option to set rules to create the segment. You can Add Group, with each separate segment denoting an 'AND' relationship. In each group, you can Add Rule. These rules denote an 'OR' relationship. Click Save when you complete all steps.

     (ii) Saved Audience:

   • This refers to the process of creating an audience with a set of precise targeting option, allowing you to reach out to the target audience based on the ad set.
   • Choosing Saved Audience will prompt the available targeting options for you to set. Click Save when you complete all steps.
     

     (iii) Lookalike Audience:

   • When you create Lookalike Audiences, you identify the common qualities of the people in it (e.g. demographic information or interests).
   • Then, you can find people who are similar to them, hence the term 'lookalike'.
   • It is a great way to reach new audiences who are likely to be interested in your business as they resemble your existing customers.
6. Click Save once you finish all the steps.

1.5 Creating AdWords Audience Group

AdWords audience data is the data that you have gathered in your Google. Follow the video and the steps to create AdWords audience:

Steps to Set up AdWords Audience Group

1. Log in to XPO Media Broker, click on Audience tab and click on + New. 
2. Fill in the Audience segment name. 
3. Choose the Advertiser that you would like to apply this audience segment for. You can skip this part if you only have one advertiser account.
4. Specify the source for this audience. In this scenario, select the AdWords audience source.
5. Next, select the Google Ad Account that you would like to link, and specify the membership duration.
6. Complete the setup by creating additional rules such as the type of visitors and visited page. 
7. Click Save once you finish all the steps.

Refer to ad group targeting settings articles to learn how to apply targeting settings for different channels.