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!
Introduction
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.
Hypertargeting
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:
- Demographics – Gender, age brackets, and other personally identifying traits help concentrate your ads to your ideal niche market.
- Geographic Location – Specific places like country/state/city, or a shape drawn on a map of who sees the ads, even down to a single city block!
- Expressed User Interests – what keywords they recently searched or info they’ve willingly shared on social media or through past search engine queries.
- Previous Site Visitors or Social Media Connections – Similar to ad retargeting, hypertargeting features can be concentrated only on those who have already engaged with your business in some form or fashion online.
- Device-specific – Concentrate ads to a particular device, including mobile, tablet, computer, or Smart TVs.
- Past Buying Habits – Ads are directed only to customers whose shared browsing habits reveal they have purchased products similar to yours in the past.
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.