While “geo” and hyperlocal ad targeting grow local brand awareness, hypertargeting organizes your audience based on their shared interests and identities – rather than geographic location. Read more about this incredible marketing technique below!
In the fast-moving world of online advertising, it is clear that customer data is king. Thou who holds the data holds the key to their business’s future! It can take a minute to wrap your head around. Still, market surveys show that ~65% of all online users are willing to share personal data… so long as it leads to a high-quality ad experience catered to their interests. If not, folks consider it an obnoxious intrusion into their personal lives, making it quite the tightrope to walk for Shopify business owners looking to expand their customer outreach and increase sales.
So, how do Shopify store owners gather this high-value customer data from scratch? And how do they make sure they target the right niche and “buyer personas” most likely to have an affinity for their products? Capturing, organizing, and acting effectively on customer data is a major undertaking. But, no worries – Ad360 is here to give you a 360-degree view of one of the most effective online marketing strategies today: Hypertargeted advertising.
Consider hypertargeting a “distant cousin” of geotargeting. While the aim of optimizing customer outreach remains the same, the focus is not based on location, but rather on specific traits of customers. The marketing strategy works by creating categories of “buyer personas” that inform the most effective forms of marketing outreach to them.
You know those popups that ask if you’re ok with something like “enabling personal cookies?” By granting permission to store personalized customer data, Shopify business owners get a better sense of who their audience really is, what they value, and what they like to see in the brands they support with their dollars.Done tastefully and strategically, hypertargeting has the potential to grow Shopify sales while establishing a clearly defined “niche” audience your store can tailor its message directly to!
Over time, hypertargeting becomes more effective as you identify the groups of customers most likely to click “buy” on your Shopify site 😉. A list of standard “hypertargeting” customer classifications are listed below:
While it takes some rounds of A/B to get right, hypertargeting for ads is one of the best strategies to grow your sales and optimize your online marketing budget. As you gradually establish the trends of which customer segments demonstrate the most interest in your store, you can tailor your promotional efforts further and further until they truly feel like “your peoples” 😊. That way, not only did you find a way to maximize customer outreach; you learned something about the community’s most willing to support your enterprise. Pretty special, if you ask us here at Ad360.
What’s more is that Ad360’s mission to help e-commerce business owners of all sizes to easily implement advanced advertising techniques such as these ones. If you want to learn how you can benefit from hypertargeting in just a few clicks, book a demo today of Ad360 App for Shopify.
How can Smaller Businesses Achieve the Same Value for Their Ads?
For most business owners, talking about a $6.5 million Super Bowl advertisement may seem like a moot point. Few companies, even large ones, are willing to dole out that kind of cash for a single 30-second ad spot. However, there are ways online to achieve even better CPM, regardless of the size of your business. To get the highest-value CPM, business owners online need to streamline whom they reach: it simply is cost-ineffective to blast out ads randomly across the web. There are three key traits business owners can target to raise the value of their ad dollars spent:
By showing ads to these highly targeted groups of customers online, even local business owners can achieve a similar CPM on their ad dollars as major brands do at the Super Bowl – perhaps even better!!
Digital Video Ads: The Most Cost-efficient Way for Small Businesses to be Seen on TV
Traditional business owners may be unaware that they can run these highly targeted ads on smart TV apps – welcome to the big screen!! When picturing TV promotions, most business owners probably think of local car salesmen running 30-second spots on cable.
Now, businesses can run remarkably efficient ads on Smart TV apps, like Netflix, Hulu, Roku, and so forth. That technology really exists! Your products can be seen on the family’s big screen when folks settle in to Netflix and chill. In fact, with the technology available to target such specific groups of customers, digital video ads are arguably the most cost-effective ad formats available to business owners today.
For example, imagine you are a local shop owner, and so you only want to pay for ad space that reaches your neighborhood – literally a couple of blocks. Furthermore, within that neighborhood, you only want your digital smart ad to be seen by those who have expressed interest in products like yours, through social media or other shared information. If you were, say, a medical apparel company, you could target local families with individuals working in the medical field – and not waste a cent more on anyone else. That is the secret to making digital video ads so cost-effective. The surgical precision on where and when to spend your ad dollars is made so much more efficient with this “smart ad” marketing strategy.
We recorded a video to explain in more details how this is possible:
These “hypertargeting” promotional tools save business owners from shooting blanks with their ad spots. That is why we at Ad360 can claim that our marketing sales apps could make your advertisements 10x more efficient. Instead of spending money showing ads to people who will quickly ignore and scroll past, all your resources are concentrated on the very specific groups of customers very likely to take an interest in your Shopify store!
Having trouble figuring out how exactly you’d do that? Contact Ad360 for a free demo and 24/7 support today. Ad360 is a fully automated promotional platform that streamlines all your ad campaigns to one place. We can set up your highly targeted ad campaigns, find the best customers… and then you can brag not only about knowing the CPM of Super Bowl ads next year. You can celebrate sales of your Shopify store multiplying several times over – that’s what we call a game-changer.
This article continues Frank’s story, after the Part 2 in which Frank discovered ads across the web and mobile to reach more interested customers.
While Frank had moved his Shopify store online during the pandemic, he had spent years building a grassroots local business. All the worldwide web stuff was cool… but he felt he had last connection to the streets he used to market on.
Local Geotargeting changed that. Now, Frank could focus ads on folks specifically in his region.
This feature of Ad360 is what brought Frank’s marketing efforts full circle. Instead of burning money on ads that were shown to people halfway around the world – who could care less – Frank was able to place ads precisely on individuals closest to his locale. Suddenly, old customers he hadn’t heard from since before the pandemic began trickling back in!
In fact, the local groundswell was so big that Frank was able to organize a local event by his old brick-and-mortar location, celebrating his reconnecting with the neighborhood. Ad360 had helped take Frank’s Shopify store across the web, but its geotagging feature had brought his marketing efforts right back home: full circle 😊
Using the “hyperlocal” function on Ad360, Frank was able to go beyond targeting his city – he highlighted his exact neighborhood to maximize his chances of new customers and new sales. The level of specificity made Frank as visible to his neighborhood as any major Fortune 500 company: he didn’t have to burn money placing ads all over.
Every ad focused on the couple of local streets that held his most likely customers. As the bevy of data shared from Shopify increased, Frank became a bit of a local celebrity because his customers saw his ads as much as Walmart or Amazon. When it came to his locale, Ad360’s hyperlocal targeting had made Frank’s Shopify store more visible than the largest companies on the web. Instead of wasting money with unfocused ads across the region, Ad360’s hyperlocal tech helped Frank thrive in his neighborhood niche!
Frank had gone from considering bankruptcy, at the start of the pandemic, to advertising across all social media, mobile apps, and webpages seamlessly. The whole experience became surreal as visitor traffic and customer engagement reached a groundswell of support. Frank was officially back in business, thriving off the visibility and geotargeted grassroots support.
If you want to expand your Shopify store’s online reach while strengthening your connection to your local customer base, try Ad360’s free demo today!