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Test and scale marketing tactics that increase ROI across every channel
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853
Growth Tactics
Across Every Channel
4
Tactics Added
In Last 30 Days
29%
ROI Increase
Reported on average
  • traffic
    Facebook's Audience Network Targeting
    Try targeting on Facebook's Audience Network (I'd recommend a separate ad set). The Audience Network can be particularly fruitful in retargeting/remarketing campaigns.Here's what Facebook has to say:"Your ads will show in approved partner mobile apps and mobile websites that are part of Facebook's Audience Network. All targeting capabilities available on Facebook are available on the Audience Network as well."
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    +77%
  • traffic
    Category Interest Audience
    Targeting audiences based on their likes and interests related to your product category. For example a luxury bag retailer targeting people who like 'fashion', a hotel aggregation site targeting people who like 'travel' or a drip email software company targeting people interested in 'CRM'. Note that this is a separate tactic from targeting people interested in your product ('black bags', 'rome hotels', 'drip emails') or targeting specific competitors ('gucci bags', 'rome hilton', 'hubspot crm').
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    +58%
  • traffic
    Income Targeting
    Limiting an audience based on income allows you to target people who you know have money to afford your product or service. This is a great way to improve audience quality and bring in the type of customers that can afford your offering.
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    +35%
  • traffic
    Niche Ad Networks
    Ad networks that target specific niches can often be a lot more effective ways to target your audience than broader networks. Use ad networks relevant to your product’s niche to target only those users within that niche. Doing so can help you better optimize your ad spending and reach a more qualified audience for your product.
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    +15%
  • traffic
    Find Keyword Ideas On Quora
    Quora is the most popular Q&A site on the web with over 80 million users a month. Take advantage of the vast number of questions posted by translating questions into keywords. Take this tactic a step further by putting Quora questions into Google Adwords Keyword Planner to generate specific keyword suggestions.
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    +60%
  • traffic
    Influencer Followers Audience
    Targeting the followers of an influencer in your space can drive relevant traffic. Often, influencers are a part of your target audience and there’s a high likelihood that their followers are as well. Create ad campaigns that specifically cater to people who follow the major names and personalities in your industry to reach a targeted segment of your audience.
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    +35%
  • traffic
    Customer Lookalike Audience
    Try targeting an audience that looks like your current customers with your advertising. Target them based on your current customers’ demographics, shared interests, geography, etc… You already know what kinds of customers your business draws and targeting people similar to them is a great way to expand your reach and increase ad performance.
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    +58%
  • traffic
    Category Exclusion
    Exclude certain categories from showing your ads (e.g. don't show your ads on crime related sites).
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    +20%
  • traffic
    Wealth Targeting
    Limiting an audience based on net worth allows you to target people who you know have money to afford your product or service. This is a great way to improve audience quality and bring in the type of customers that can afford your offering.
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    +19%
  • traffic
    Find Keywords Through Competitors
    This should be first stop when you’re doing keyword research. What keywords are your competitors ranking for / trying to rank for? What keywords are they advertising on? This research will help you determine which keywords you should be targeting with your ads, copy, and content efforts.
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    +36%
  • conversion
    Lead Custom Audience
    Retargeting leads on social media based on a custom audience can drive them back to your site to convert. You can use your current customer list to generate a custom audience that you can then target with ads. This can bring your current customers back to your site to view and buy new products.
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    +6%
  • traffic
    Blockspring Twitter Custom Audience
    If you're looking for a specific Twitter audience based on keywords they include in their bios, you can use Blockspring to easily automate the process.Blockspring is a tool that can automatically gather information from web apps like Meetup, LinkedIn, Twitter, and more. You can instantly search for the data you want to find and funnel it into a spreadsheet file or even Google Sheets.Those are programmer-like powers, yet you don’t have to write a single line of code or even read about how Twitter’s API works.You’ll build a list of usernames that have certain keywords in their bio by scraping Twitter’s publically available data. For instance, many people on Twitter self-identify as “E-commerce Manage,” “Director of E-commerce,” and “VP of E-Eommerce.”Now, you can create a Tailored Audience list using many different kinds of information:Email addressesMobile phone numbersMobile Advertising IDsTwitter @handles or Twitter user IDsBut Twitter has difficulty matching people to the list with emails and phone numbers — usually just a 20%-30% success rate. When you have the actual usernames you want to target, the match rate is 80% or more.Here are three ways you can leverage your list of targeted usernames: Create a campaign targeting the tailored audience. Run paid ads to the new tailored audience, like a Twitter No Image Ad or a Twitter Lead Ad.Reach out directly by tweeting @ the usernames from your account. This could be a more personal method that kicks off the right conversations. Do this just 2-3 times a day so your account doesn’t seem spammy.Make the list public and give it a name that has value to both the people who are on it and the people who would read it — like “Marketing Aficionados.”
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    +23%
  • traffic
    Job Seniority Targeting
    Similar to targeting job titles, targeting seniority can be an effective way of hitting the right people in your audience persona. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
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    +5%
  • traffic
    Competitor Keyword Audience
    What better way to beat your competitors than to target the keywords they use in their marketing and advertising efforts? Access the audience of your competitors by looking at the keywords they use in their ad campaigns. You'll discover keywords you may not be using that they find highly effective while eliminating those that underperform. Using your competitors’ strengths to your advantage enables you to optimize your ad spending and reach your target audience more effectively.
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    +65%
  • traffic
    Business Behavior Audience
    Targeting audiences based on their business behaviors. Options on twitter include company size, business type, company age, occupation category, sales revenue, industry and seniority. This can be an effective way for B2B businesses to reach their target customers.
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    +30%
  • traffic
    Job Title Audience
    Targeting your audience persona by what job title(s) they hold can be a very effective way of hitting the right people. Make sure you talk to your current (and best) customers to see what job title they hold to inspire your targeting choices here. You should be careful to test this rigorously and review the leads you get, as we've seen instances of people posting fake job titles, which dents the reliability of this type of targeting. The most accurate job title data we've seen is on LinkedIn.
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    +49%
  • traffic
    Frequency Capping
    Cap the number of impressions a person gets via retargeting on GDN, helping save ad spend and optimize performance.
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    +13%
  • traffic
    Company Name Audience
    Want to target a specific company or set of companies with your social media advertising? You can target users based on the companies they say they work for in their profiles on sites like Facebook, Twitter, and LinkedIn. This lets you serve your ads to a hyper-relevant audience.
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    +40%
  • traffic
    Event Keyword Targeting
    Targeting keywords for an upcoming event can be a great way of driving relevant traffic to your site. Find events in your industry where you know that your target audience will be present and set up ads that target them directly. For example, if you’re selling high fashion for women, in New York City, targeting keywords related to New York Fashion Week is a well-timed way to reach your audience.
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    +14%
  • traffic
    Find Keywords With Google Correlate
    Input primary keywords to find long-tail keyword ideas using Google Correlate. Google Correlate finds patterns and correlations related to search queries using real-world data. (Tip: enter your own data for more powerful functionality.)
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    +18%
  • traffic
    Category Keyword Audience
    Targeting people who are searching for the type of product you sell can drive highly qualified users. For example, if you’re a travel booking site, targeting terms like ‘cheap flights’ or 'Spain vacations' will have your ad show up in front of people searching for exactly the services you’re offering.
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    +54%
  • traffic
    Placement Exclusion
    Remove a placement that hasn't performed for you historically on the GDN.
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    +78%
  • traffic
    New Ad Platform
    Different advertising platforms take different approaches to the way they reach audiences. Targeting the same audience with the same creative across multiple platforms can be a good way to determine relative volume and efficiency. You’ll be able to see how your audience on each network responds to your creative and adjust your ad spending and copy.
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    +60%
  • traffic
    Day Of Week Exclusion
    Believe it or not, chances are the performance of your ad could be affected by the days it is displayed. Consider removing certain days of week to determine if they perform better for your company than others.  
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    +83%
  • traffic
    Narrow By Spending Method
    Facebook allows you to target people who based on their credit card spending habits. Narrow your Facebook ad targeting to focus on this audience. For example, if you have a more expensive product or want to tap into an audience of high-volume shoppers, you can target high spenders. Narrow down further by other demographic and interest categories to get an even more targeted reach.
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    +10%
  • traffic
    Lead Lookalike Audience
    Once you have a solid lead list, you’ll be able to build an audience for your advertising based on what those leads “look like.” Say you find that a majority of your leads are startups in the New York City area - you’ll be able to build and target an audience of other NYC startups, founders, and their employees. With this approach you'll drive qualified traffic to your site - businesses and individuals similar to ones that have already displayed interest in your product.
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    +56%
  • traffic
    Time Of Day Exclusion
    Remove certain times of day if they perform worse for you. This is a great way to figure out where you might be spending a lot of money on ads but not getting any return on that investment. For example, you might find that early morning hours result in very few conversions or significantly lower conversion rates, but equal or even higher spend and clicks. This will enable you to optimize spend on times of day that do in fact drive positive ROI.
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    +15%
  • traffic
    Supplier Brand Keywords
    Bidding on the brand keywords for the suppliers of the products you stock usually yields relatively cheap traffic. You do have to be careful as many supplier or affiliate relationships expressly forbid this and either way they may tell you to turn this off. However this tactic works so well that it's common practice amongst aggregation sites.
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    +39%
  • traffic
    Company Size Targeting
    Narrowing your ad targeting based on the size of company you’re trying to reach is a good way to filter for only the perfect potential customers. If you service enterprise businesses, reaching small startups with your ad will lower your ad spend ROI. Set your target audience based on company size to make sure your ad is appearing in front of the businesses you actually want to attract.
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    +31%
  • traffic
    Book Table Of Contents Keywords
    Developing a successful SEO strategy is all about your keywords. Where to find these keywords? Find the most popular books on your topic in Amazon and open up the Table of Contents. Type the name of each chapter into Google Keyword Planner and you'll be surprised to find some really great ones (e.g. "Grocery shopping for the Paleo Diet") hiding in plain site!
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    +16%
  • traffic
    Video Retargeting Audience
    Retargeting people who have watched your video is a powerful way to turn brand awareness into traffic. A user that's seen your video is much more likely to engage with your ad and will be less annoyed with a harder sell. Some platforms like Facebook allow you to target based on how much of the video was watched, so make sure you experiment with that.
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    +63%
  • traffic
    Expat Audience
    There are 92 million expatriates (aka expats) on Facebook. Engage with this substantial demographic using Facebook's robust targeting. Target expats living in certain countries or originating from a certain country.
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    +10%
  • traffic
    Website Lookalike Audience
    Targeting an audience that looks like your current website users based on their demographic and shared interests. A couple of the major ad platforms now offer the ability to target users based on their shared demographics and interests with the people currently using your website. This tactic can be remarkably effective and should be part of any prospecting strategy.
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    +49%
  • traffic
    Location Targeting
    Narrowing your targeting to hit only audiences in a specific location, will ensure you're getting the best quality traffic. Start by looking through your analytics platform and seeing which locations have the most (or least) valuable traffic. You can turn off the least valuable locations or only opt-in for the locations most valuable to you on most ad platforms.
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    +31%
  • traffic
    Audience Overlay
    The sales-ready lead you are targeting is often not the sole decision maker in their company. There are other upper-level employees that will have to be convinced. Map out these additional stakeholders, and craft relevant messaging. For example, creating content that helps IT administrators translate your product's value to their bosses.
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    +19%
  • traffic
    Sales Revenue Targeting
    Target businesses based on their sales revenue is a smart way to narrow your audience to exactly the right set of companies. Twitter lets you target businesses based on different sales revenue ranges, giving you an idea of the number of businesses you’ll reach in each range. This lets you serve highly specific ad creative for the business you’re trying to reach.
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    +15%
  • traffic
    Website Retargeting Audience
    Targeting an audience that has been on the website, but not activated and get them to activate. This is one of the most popular tactics in our database because it almost always works. People get distracted easily when browsing the web - if someone left your site it's highly likely they were just distracted and can't remember (or isn't thinking about) how to get back. A small banner ad prompt can be all you need to get them back to the site to sign up.
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    +68%
  • traffic
    Keywords Through Google Suggest
    Utilizing Google Suggest aka Google's autocomplete function is a way to quickly generate keywords from your web browser. Simply type a word or phrase into Google and see what follows. (Tip: experiment using characters such as : "_" to find even more unique keywords.)
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    +19%
  • traffic
    Industry Audience Targeting
    Targeting people who work for companies in the right industry can be a great way to segment your traffic. Be sure to test multiple audiences as performance can be very different depending on how they're bucketed by the advertising platform. This tactic works particularly well in B2B advertising.
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    +45%
  • traffic
    Location Exclusion
    Stop wasting ad spend. Exclude certain locations in your advertising targeting to avoid serving ads in areas that historically do not convert. Also exclude locations that do not fit your target audience's profile. E.g. don't advertise a luxury product in a poorer area.
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    +20%

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