The Importance of Custom Audience Targeting

WHAT IS CUSTOM AUDIENCE TARGETING? Custom Audience Targeting is the ability to define your customer base and deliver ads to them through online advertising By using specific traits, habits and demographic information, you are able to serve your ads to your ideal customer Uses all of the resources available on the Google Search and Display Network platforms

WHY ARE CUSTOM AUDIENCES SO IMPORTANT? Take advantage of your consumer data Tactful use of ad budget Test combinations or groups Improve engagement Increase return on investment

DISPLAY ADVERTISING Now that you have your custom audience, how do you reach them? Display advertising is a way to grow brand awareness and trigger user action online by serving your ads on multiple websites, catered to your custom audience. Display ads, also known as banner ads, include many different formats and sizes, which ideally contain a strong call-to-action and compelling images. Through the Google Display Network, your ad has the ability to reach 90% of all internet users without being restricted to one website. You are able to select exactly who you want to see your ad through detailed targeting methods.

DISPLAY AUDIENCE TARGETING

MICHIGAN’S BREWERS GUILD – CASE STUDY Goals A northern brewers guild was hosting its largest weekend event, a Friday/Saturday beer festival. Ticket sales for Friday were down so the client enlisted our services to boost revenue for Friday tickets only. We were given 10 days to achieve our revenue goal.   Challenges Having tried many other marketing methods without getting a proper return on investment, the client was skeptical of our recommended tactics. We were given a directive to avoid event related keywords. We were given a directive to avoid a geography within a close proximity of the event. The client felt that locals would buy tickets at the gate. We were given 10 days to provide an appropriate ROI.

MICHIGAN’S BREWERS GUILD – CASE STUDY Solutions/Results We utilized Google AdWords Search Engine Marketing to deliver clicks to the website and then used conversion tracking to monitor ticket sales. We optimized the campaign by utilizing the keywords that were bringing in the best results and pausing any keywords that were not converting to ensure the budget was spent to deliver the highest possible ROI. We focused on the geographical area that would capture a new audience within an easy drive distance from the event. The campaign was a huge success!  In just ONE WEEK, the client received a 60% ROI and the campaign saw a 7.21% CTR with an average ad position of 1.27. We were enlisted to run search campaigns for the next two events. The 2nd produced a 412% ROI, and the 3rd produced a 772% ROI at a CTR of 17%!

OUR LTPA PROGRAM OFFERINGS Compass Media Digital Ad Campaign Compass Media Digital Campaign with Pre-Determined Audiences Compass Custom Festival/Event Promotion

COMPASS MEDIA DIGITAL AD CAMPAIGN Program Options 1,500 guaranteed clicks $1,740 2,500 guaranteed clicks $2,800 5,000 guaranteed clicks $5,700 10,000 guaranteed clicks $11,150 Materials due one month prior to start date We make display advertising easy for LTPA members through our Compass Media Digital Ad Campaign program. With this program you receive the following: A custom digital ad campaign hosted through the Google Display Network Help defining your custom audience based on your current customer base and website traffic trends A digital campaign manager who will work hand-in-hand with you to optimize your campaign from start to finish Monthly reporting to show you your return on investment

PRE-DETERMINED AUDIENCES Not sure where to start? Compass Media has created three key audiences using Topic and Interest targeting that have proven successful in Louisiana: Music Outdoor Enthusiasts Culinary Add demographic and geographic constraints, tweak, and run! Program Options 1,500 guaranteed clicks $1,740 2,500 guaranteed clicks $2,800 5,000 guaranteed clicks $5,700 10,000 guaranteed clicks $11,150 Materials due one month prior to start date

COMPASS CUSTOM FESTIVAL/EVENT PROMOTION Compass offers a digital campaign to promote your next festival or event across multiple platforms with one simple ad buy. Google Display Facebook Search Engine Marketing Each campaign includes: Custom Targeting Ads displayed on all three platforms mentioned above Comprehensive Reporting Starts at any time and runs 4 to 6 weeks before event Program Options Program 1: 4,250 guaranteed clicks to website $6,000 Program 2: 2,100 guaranteed clicks to website $3,000 Program 3: 1,100 guaranteed clicks to website $1,800 only includes SEM & Google Display campaigns Materials due one month prior to start date

HOW WE TRACK SUCCESS Comprehensive Reporting Monthly reports 24/7 access to personal reporting dashboard Traffic Increase Click Based vs. Impression Based Model Goal Tracking You have the option to set up specific conversion goals to see your return on investment from your digital campaign. For example, track ticket sales, phone calls, form submissions, etc.

WHY CHOOSE COMPASS MEDIA? Dedicated Google AdWords Certified campaign manager Responsive customer service Extensive custom targeting Ongoing campaign optimization Comprehensive reporting Options Facebook and Search campaigns also available Conversion tracking Display remarketing

THANK YOU Dustin Gontarski, President dgontarski@compassmedia.com Dianna Lindeman, Digital Marketing Manager diannal@compassmedia.com