GSP TARGETING METHODS
Demographic targeting in GSPs is very similar to the Google Display Network (GDN). All the things you would expect to target are available:
• Age Group (18-24, 25-34, 35-44, 45-54, 55-64 and 65+)
• Clients (essentially the same as ‘device’ in GDN, except you can separate Android and iOS)
The ‘user attributes’ are where things start to get interesting. Some you will recognise from the GDN, but there a few email specific areas:
• Interests: Identical to the ‘other categories’ targeting on the GDN. It is surprisingly granular and an easy way to target a large list of users. You can also combine lists; for example, if you sell road bike parts you can combine ‘Road Bikes’ with ‘Bike Parts & Repair’.
• Keywords: Contextual targeting that looks for keywords within a user’s last 300 emails.
• Domains: Targets users based on domains they have received emails from. Great for targeting competitors.
• Purchases: Looks at a user’s purchasing patterns and lets you target at quite a granular level. For example, if you sell baby car seats you can target people that have recently purchased related products such as baby strollers, baby toys or baby monitors.
• Mailing lists: Targets users based on their email address; a great way to either include or exclude your current customers. Lists must have at least 1,000 email addresses.
• Jobs: Targets people by their profession – which includes students and people that are retired.
It is well worth noting that you can both include and exclude user attributes and make custom combinations using AND/OR rules.
IDEAS FOR USE IN THE REAL WORLD