Brand Awareness campaigns allows you to tell a brand story in a way that resonates with the audience and creates a connection. Our sophisticated audience targeting works together with our AI to create awareness with the right audiences, at the right time, and drive high-quality new site traffic.
Unlike Retargeting campaigns, these users have not been to your site before, but they have been identified as high-potential prospects for your business.
We provide a diverse set of targeting strategies to help you find the right target audience and make an impact on their decision-making process.
Brand Awareness Targeting Capabilities
Our targeting capabilities fall into three main categories:
- Lookalike Targeting for Web and CTV
- Third-Party Audiences Targeting for Web and CTV
- Contextual Targeting for Web and CTV
Lookalike Targeting
Our AI does all the work of identifying new shoppers who look and act like your best customers. By targeting digital profiles similar to those of your existing customers, Lookalike automates new customer acquisition by attracting new audiences who are likely to convert and become customers.
Powered by our proprietary IntentMap this tactic helps you drive brand awareness by targeting a broad range of digital profiles who are similar to your existing website visitors tracked by the Pixel, by serving them ads on Web display and CTV. Lookalike audiences are automatically created and maintained for ease of use and low campaign maintenance.
Channels available:
Third Party Audience Targeting
Get yourself in front of people who will love your brand and products.
With Third Party Audiences, you can identify what your ideal customer looks like, and find more like them by targeting attributes (like age, gender, net worth) as well as their interests (sports, fashion, food, and more).
This tactic will help you grow your customer base, by delivering Web display and CTV ads to selected audiences that meet your ideal customer's behavior, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors. Our proprietary bidding algorithm BidIQ powers and enhances our robust Third Party Audience segments to reach the right customers, at the right time with the right message without wasting budget and resources.
Channels available:
Contextual Targeting
Contextual targeting allows you to display your brand next to relevant web content or CTV programming. You can choose from categories that are relevant to your industry or target market (like sports, educational, or travel sites).
This tactic will help increase brand awareness by driving new visitors to your website by showcasing your ads alongside Web content categories or CTV programming categories that aligns with your brand's message or product offering.
For Web Contextual Targeting campaigns you can select any keyword of your choice to determine the webpage content you want your ads associated with. To do this we partner with the biggest suppliers of ad inventory to access the text on a website for every ad impression AdRoll serves.
Channels available:
What to expect during the first month
During the first month of your brand awareness campaign, it is important to consider the ramping period. The campaign begins by gathering data about the prospective audience you’re targeting and which of your ads work best across each channel. The campaign then applies those learnings to find the best prospective audiences and tunes your performance toward achieving your goal to drive new engaged users.
All campaigns have a ramping period of 2 - 4 weeks so it is important to allow time for the campaign to learn.
Additionally, it’s important to keep in mind that the targeted traffic of a brand awareness campaign lives at the very top of your funnel, so it’ll take a bit longer to get them to the point of conversion than a retargeting campaign, which targets traffic in your mid and lower funnel.
Analyze your campaign performance
Because a Brand Awareness campaign lives at the top of your funnel, its performance will be reflected through different metrics than your mid and lower-funnel campaigns.
Check out our brand awareness performance and optimization tips for more info.