Internet Marketing Digital_marketing_for_dummies | Page 320

Source: https://analytics.google.com
FIGURE 12-10: An Affinity report that shows what this audience is least interested in.
Through Affinity reports, you can start to hone your marketing message. For instance, the
audience depicted in Figure 12-9 is clearly interested in movies, TV, and entertainment and
celebrity news. This knowledge enables you to get specific with your ad copy as you
optimize your campaign. For example, an ad that asks “How does your business’s Social
Media Score compare to Kim Kardashian’s?” would likely be a huge hit with this audience.
On the other hand, as the data shows in Figure 12-10, sports-themed ads would most likely
flop. So if you went in blind and tried a sports theme with your next ad campaign, you’d
probably have a failed ad on your hands.
When trying to think of specific messaging, drill down your categories into more
specific niche categories, such as “TV Lovers/Game, Reality & Talk Show Fans”
rather than simply “TV Lovers.”
In-Market report
As we state earlier in the chapter, In-Market Segments give you some indication as to what
your audience is in the market to purchase (or may have just purchased). This is extremely
powerful information, allowing you to target your market based on products and services
they search for. As with the Affinity report, when looking at this data, it’s best to set the
data view type to Comparison. This view highlights interest better than raw numbers do.
Figure 12-11 shows a sample of an In-Market report.
Source: https://analytics.google.com
FIGURE 12-11: The data results of an In-Market report.
As shown in Figure 12-11, the audience who opted in to this campaign is also in the market
for and researching employment, travel and hotel accommodations, and business and
advertising services, just to name a few. Therefore, ads that used the language of travel or
advertising services are set up for success.
You can also use In-Market reports to do some detective work to figure out your users’
income range. Use your sleuthing powers to get a sense of whether this target market is