You’re planning to run a video action campaign and want to start with lower-funnel audiences and then expand. Which of the following combinations aligns to that approach?
- Start with your data segments, then expand to Customer Match.
- Start with your data segments, then expand to affinity audiences.
- Start with Customer Match, then expand to your data segments.
- Start with Customer Match, then expand to affinity audiences.
Explanation:
The correct answer is ‘Start with Customer Match, then expand to Affinity Audiences.’ This strategy aligns with the approach of beginning the video action campaign targeting audiences who are already familiar with your brand or have previously interacted with it, as indicated by the ‘Customer Match’ option. Customer Match allows you to target ads to your existing customers by matching their email addresses or other identifiers with your Google account data. This means you can initially focus on a lower-funnel audience composed of individuals who have already shown interest or engaged with your brand. Once you’ve effectively engaged this audience segment, you can then expand your campaign to include Affinity Audiences. Affinity Audiences consist of individuals who have demonstrated a strong interest in certain topics or industries, even if they haven’t interacted directly with your brand yet. Expanding to Affinity Audiences allows you to broaden your reach while still targeting users who are likely to be interested in your offerings based on their demonstrated interests or behaviors, thus moving towards a broader audience after initially targeting those closer to the bottom of the sales funnel.