a way to get links, yet it’s incredibly
effective at getting your content in
front of a very targeted audience, who
can then snowball it into viral content.
to reach out to new users similar to
your customer lists with its similar
audience targeting. This process
leads to stronger, better-suited leads.
Of course, your influencers don’t have
to be journalists who are actually
going to write about it themselves.
Getting a share from an influencer in
your space can also help you attract
the attention of the media.
Think of social media sites such as
Facebook and how you’re able to
build a custom audience. Being able
to build a target audience is similar
to building a social media following
but even better because you can
reach current customers and gain
new ones through YouTube, Gmail
and Google Search.
Target people with big social profiles,
then layer in demographics on top of
identity. If your list is half a million
people, you can qualify them by above
average income, a certain job title, etc.
You wouldn’t have that segmentation
capability in email, but if you use identity
and demographics in PPC content
promotion, it’s very powerful. It greatly
increases your chances of getting noticed.
Key points to note:
• You need to create interesting
content and to expose it to influential
people.
• Identity-based ad targeting opens
up all kinds of new PPC marketing
use cases!
• Pairing identity with behavioral
and demographic filters is where you
get super granular and the real magic
happens.
Google has played a big role in
promoting targeted marketing.
Google AdWords has delighted
digital marketers with their customer
match targeting, which allows you to
target advertisements toward specific
people based on their phone number
and email address. It also allows you
How Does it Work?
If you are looking to advertise to
a specific audience with ads on
Google, here is how it works:
1. You upload a file with a list of
email addresses that your customers
have given to you.
2. Create a campaign or
advertisement that is designed to
target your audience, which will be
customers from the uploaded file
who are also Google users.
3. When those specific users are signed
into their Google account, they will be
able to see the advertisements marketing
directly to them while using sites such as
Google search, YouTube and Gmail.
The Significance of identity-Based
Marketing
Let us say you are a pizza brand
that reaches out to people to join
your discounts program as they
place orders. When your clients or
registered customers search Google
for ”discount on pizza,” your relevant
Arming your brand with the
Concepts and tools that connect
to the East African Market
discount adverts are the first search
results to show.
When those clients check their Gmail
and watch videos on YouTube, you
can show adverts that will inspire that
client to place another order.
You can also generate similar
audiences to reach new customers
on YouTube and Gmail through
Customer Match. For instance, you
can bring attention to discounted
pizza packages through YouTube by
showing TrueView adverts to possible
customers who share common
interests with your discounted clients
as they watch videos. Because of
Customer Match, your brand will be
delivered to potential customers right
when they are most accessible.
It’s important to actively search for
different touch points to collect data
to help build a larger audience. The
significance of identity-based pay
per click marketing is to not only
maintain and keep your current
audience interested but to create a
larger audience.
Marketing isn’t always easy, but it can
be done much more effectively with
the prop er knowledge under your belt.
Are you interested in identity-based
pay-per click marketing? If so, contact
Viral gorrrila today and get the most
out of your marketing budget.
Joyce Muthoni is the Chief Executive
Officer of Viral Gorrrila, a marketing
consultant firm. You can commune with
her on this or related topics via mail on:
[email protected].
Nandi
Impressions Ltd.
The Marketing & AD Agency
Concepts | Branding | Signage | Print
+256 414 598105
[email protected]
www.nandiimpressions.ug