DV360 Affinity Segment Campaigns

Demonstration

Introduction

Affinity segments are tools designed to engage audiences based on their interests and passions, helping to enhance brand visibility and encourage product consideration among people with a strong interest in your products. For instance, a camping gear company might target "outdoor enthusiast" affinity segments along with general camping keywords to connect with consumers actively seeking camping equipment who also love outdoor activities.

If you've used consumr.ai, you're aware of its ability to identify the most relevant interest segments through data analytics. Incorporating affinity segments in consumr.ai campaigns aims to create effective and actionable target groups for DV360 campaigns, emphasizing that data-driven targeting typically supersedes guesswork-based tactics.

How to get there?

Similar to various marketing tactics, there are two ways to determine search themes:

1. You can use or pinpoint current intent-based behavior insights,

2. Or, go to the activation section and click the 'create campaign' button located in the top right corner of the page.

Selecting a Platform and campaign type

When starting a campaign, a dialogue box appears with two basic choices to kick off the setup. For creating an affinity segment for DV360, pick DV360 as your platform. Then, select 'affinity segments' for the campaign type as shown in the screenshot. Click 'setup' to proceed.

When developing your campaign strategy, it's vital to use intelligence that allows this module to learn and craft compelling campaigns. The affinity segment form provided is simpler than those in mentor campaigns, Google's custom segments, or combined segments, enhancing ease of use. Choosing the right insights is key due to its straightforward nature.

The left side of the form outlines a series of steps to assist you in completing this campaign plan. These instructions are more streamlined than those for the detailed campaigns previously built with consumr.ai.

When fashioning audience signals or affinity segments for Google Ads, it's recommended to collect behavioral insights through consumr.ai. The provided screenshot illustrates a dropdown menu with possible insights.

Remember: Each campaign should incorporate only one insight.

Proceed to the dropdown; it will auto-populate your campaign name, which can be altered to match your taxonomy. Although this name isn't involved in the activation process, it facilitates the storage and subsequent retrieval of the campaign within consumr.ai.

Upon selecting your options, click the button at the bottom to begin drafting a new plan.

The Draft Plan

Please be aware that the layout of this plan is intentionally different from our standard designs. The initial dropdown menu will show the previously selected insight from earlier phases. You can adjust this insight if necessary. Above the dropdown, there’s a checkbox titled “search using audience," which should be used if you are having difficulty remembering the precise name of the insight you formulated previously. By ticking this option, it enables you to select an interest from a third-party or your proprietary first-party audience data. Following that choice, the system will search for relevant new insights and list them for your selection in a subsequent dropdown. If it happens that the system cannot find an existing insight from what you've provided, it will automatically create a new one and add it to the next dropdown menu. This facility not only allows you to select a recently generated insight but also enhances the system's capability to offer better assistance.

Behavioural Signals

Once the relevant insight is selected, the section will integrate the knowledge contained within the insight and become enriched with the information gained.

The screenshot displays demographic details such as age range, gender, predominant interests, and marital status. In a behavior report, these specific metrics aid in understanding consumer behavior.

Once you understand how this works, click the “begin activation” button below to start the process. If you decide to wait before activating, you can simply end the current session.

Activation settings

Similar to all campaigns on consumr.ai that provide options to make modifications across the advertising platform, this feature also includes an activation settings form that must be filled out or confirmed by the user. We'll quickly review each section:

Select Type

The screenshot depicts a dropdown with three choices:

"New campaign" to initiate a new campaign based on an existing one, either by swapping or including segments as recommended by consumr.ai.

"Existing campaign" to modify a current campaign with additional segments, refining the audience parameters.

Subsequent actions entail:

Choose Account: Select the advertisement account for segment activation.

Seed campaign: Utilize your initial campaign as a template.

Campaign budget: Assign the budget within the specified date range.

Date range: Schedule the duration for the new segment's activity.

Segment name: Name your segment for straightforward recognition in the system.

Activate the campaign by submitting the form. A confirmation message indicates success, while an error message provides explanations and advised steps to take.