[Legacy] Demographic and Interest Campaigns for Web

AdRoll’s Demographic & Interest targeting campaign type will help you bring in visitors to your website, giving you a supplemental benefit to apply certain attributes for the target audiences to reach concrete groups of users who turn out to be more beneficial for your business when compared to general Brand Awareness Campaigns.

Demographic and Interest Attributes

The attributes you define will help determine your campaign goals. AdRoll’s platform will prioritize these settings to target users that match them:

DEMOGRAPHICS 

• Education
• Net Worth

Age & Gender targeting options are only available for Facebook & Instagram campaigns. For more demographic targeting options click here.

INTERESTS 

• Sports
• Outdoor Recreation
• Food and Drink
• Lifestyle and Other Interests
• Live Events

For more Interest targeting options, click here.

To set up a Demographic & Interest targeting campaign, follow the instructions on for a Web Brand Awareness campaign.

Creative Guidance

• We recommend that you have all of the recommended ad sizes.
• Native ads, which appear natively on a site or in a feed, can be effective for driving new traffic to your site.
• Video ads are also a great way to familiarize new customers with your brand.

For Brand Awareness campaigns, it's a good idea to use high-level branding and lifestyle imagery to entice new customers who may not be familiar with your brand. Keep in mind, these ads are meant to introduce customers to your brand and encourage them to learn more, whereas Retargeting campaigns encourage conversions. 

Launch a Demographic and Interest Campaign for Web

You can start a new campaign from either the Home tab or the Ads tab.

From the Home tab: Click Create to initiate the Web Ad campaign creation process from scratch by defining the targeting type that would best help you achieve your marketing goal.



From the Ads tab: Click Create to choose Web Ad Campaign. Then define the targeting type that would best help you achieve your marketing goal.

Select Third-Party Audiences as your marketing goal and click Next.

Select which channels you want to run your ads to run then click Next.

Next, under Campaign Settings, you can choose your campaign schedule by clicking Edit. You can elect to start your campaign immediately upon approval or select a specific date. You can also select a specific date to end your campaign or have it run indefinitely. Click Done to move to the next step.

Next, configure your Web channel.

• • • Click Edit to choose set up your bid strategy.
      
      
      
      
    • Click Edit to configure your AdGroup.
      • • Select an AdGroup name or create a custom AdGroup schedule.
          
          
          
          
        • Choose your web audience: select your Third-Party Audience targeting options and locations.
          
          
          
          
        • Select your ads. You can choose from your Ad Library, create or upload ads, or requests free ads from us!
          
          

Next, configure your Facebook and Instagram channels.

• • • Click Edit to choose your Facebook settings.
      • Connect your Facebook page and/or your Instagram account.
        
        
        
        
      • Set up your bidding settings.
        
        
        
    • Click Edit to configure your AdGroup.
      • • Select an AdGroup name, select your bid strategy, or create a custom AdGroup schedule.
          
          
          
          
        • Choose your target audience or Create a new one, and define your target age range if you wish.
          
          
          
          
        • Select your ads, ad types, and ad placement. You can choose from your Ad Library, create or upload ads, or requests free ads from us!
          
          

Finally, click Edit to optimize your budget across channels.

Once you're done setting your campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft.

Congratulations! You have now created a demographic & interest campaign. 

Metrics

Demographic & Interest is part of our Brand Awareness solution, which targets people who haven’t visited your site yet and are unfamiliar with your brand.

These campaigns typically drive fewer direct (last-touch) conversions than retargeting campaigns. Their main goal is increase the traffic and bring high quality new customers to the site, who can then be reached by your retargeting campaigns.

We’ve introduced some new metrics into our reporting to help you evaluate the value of your Brand Awareness campaigns.