Overview of Dynamic Audiences

Dynamic Audiences are a great way to reach people who've shown an interest in your business and automatically retarget web or app visitors with relevant and timely marketing messages. You can build dynamic audiences with events, page views, or a combination of the two.

 

Benefits of Dynamic Audiences

Dynamic Audiences allow you to re-engage web/app visitors using the hashed email address and without relying on 3rd-party cookies.

Want to know more about the email hash? Check out Defining the Email Hash

Create interest-driven audiences based on the content they’re browsing on your site/app.

Using LiveConnect, you can automatically create an audience of website visitors that have browsed pages within a particular section of your website or have clicked on certain events. You can also create an audience of app visitors by configuring LiveConnect with your mobile SDK.

  • For example, take a furniture advertiser. A user browsing pages for sectionals will be added to a dynamic website audience, Sectionals Page View. Re-market to that audience with ads for an upcoming furniture clearance sale or the launch of a new line of living room seating options.

Create intent-driven audiences based on specific engagements, but have not converted.

Using LiveConnect, you can automatically create an audience of web/app visitors who have saved a product to their wishlist or cart but did not complete the purchase.

  • For example, if the furniture intender added a sectional to their cart, but has not checked out, you can re-target that audience with a “Forget something?” ad, encouraging them to come back to your site and buy the product.
  • If a user clicked on a sign-up page but didn't finish filling out the form, you can re-target that audience with an ad to finish the sign-up process.

Set up an always-on lead-nurturing campaign

Using LiveConnect, you can automatically create an audience of web/app visitors who read a blog post, whitepaper, or case study on your website. Target that audience with an invitation to further engage with your brand via a webinar, event, or product offer. This is ideal for longer purchase cycles.

 

How to Build Dynamic Audiences

In order to build Dynamic Audiences, you must first install LiveConnect on your website or app. See resources below:

Once LiveConnect is installed on your website or app, audiences will start building for general page visitors. Work with your LiveIntent team to make sure you are tagging specific events you would like to track and build audiences for. 

You can create Dynamic Audiences yourself in Audience Manager, or work with your LiveIntent team to build them for you.

 

Best Practices for Creating and Targeting Dynamic Audiences

Below are some tips for putting together the right audience combinations based on the most common use cases. Make sure your audience has at least 300k users, as this will allow us to scale a campaign against it (you can check audience size in Audience Manager):

Note: you do not need to separately create an audience when the LiveConnect base tag is placed and is tracking site visitors, nor do you need to create an audience when a conversion pixel is placed. Audiences will automatically start populating for these pixels.

 

Use case: I want to retarget all visitors to my site(s) and/or app to encourage them to purchase a product or subscription.

This is a helpful tactic for prospecting. If someone has visited your site already, it’s worth reminding them to come back and explore more.

  • A site visitor audience is created automatically when you place the LiveConnect base tag down on every page of your site. You do not need to create a new Dynamic Audience for this use case.
  • Work with your LiveIntent team to make sure they are targeting the site visitor segment in the campaign.

Use case: I want to retarget people who’ve engaged with specific content or products on my site, but have since dropped off.

Retargeting people who viewed different pages on your site (whether it’s an article about your commitment to the environment, a featured products page, or something else) is a great way to stay top of mind with your customers and prospects. This is especially useful if your business has a longer purchase cycle and you need to remind consumers of your value.

  • Create a Dynamic Audience using a URL rule. You can select as many URLs as you’d like.

  • Work with your LiveIntent team to make sure they are targeting the Dynamic Audience in the campaign and also excluding all conversions.

Use case: I want to retarget people who’ve added items to their cart, but have not checked out.

A classic strategy, retargeting people who’ve added an item to their cart to remind them that they have not yet purchased is a great tool to make that final push down the purchase funnel. If you want to utilize dynamic creative, you can leverage our Dynamic Product Ads, featuring the items that are sitting in the customer’s cart. 

  • An audience is created automatically when you place the AddtoCart pixel on the checkout page. You do not need to create a new Dynamic Audience for this use case.
  • Work with your LiveIntent team to make sure they are targeting the AddtoCart Dynamic Audience in the campaign, and also excluding all conversions.

Use case: I want to retarget people who’ve started filling out a form, but did not submit.

Similar to the previous use case, if you’re trying to drive sign-ups with your business, you may have customers who have started filling out the form but got distracted and did not click submit. However, in this case you’ll want to create a custom conversion pixel to track the button clicks specifically.

  • Make sure you have placed the custom conversion pixel on the button you want to track (i.e. “Sign up”). Create a Dynamic Audience using an Event rule and selecting the custom conversion pixel that was created (you may need to refine the search to find the right name).

  • Work with your LiveIntent team to make sure they are targeting the custom conversion Dynamic Audience in the campaign, and also excluding all sign-ups.

Use case: I want to suppress purchasers of my product or subscription so that I don’t serve them any more ads.

This is important to ensure you are not spending ad dollars targeting people who’ve already purchased with you. You want to maintain a good relationship with your customers, and if you target them with ads that ask them to purchase when they already did, it could tarnish your brand.

  • An audience is created automatically when you place the conversion pixel on the checkout page. You do not need to create a new Dynamic Audience for this use case.
  • Work with your LiveIntent team to make sure they are excluding the purchaser Dynamic Audience in the campaign.

Use case: I want to target customers who purchased a product from me X months ago to encourage them to purchase again.

This is a helpful strategy if you are running a retention campaign. Depending on your product, you may want to target people with ads to purchase again if they are starting to run out of your product. For example, a company that sells mascara that generally lasts for 3 months will want to start targeting purchasers of 3 months ago.

  • Create a Dynamic Audience using an Event rule and selecting the conversion pixel. Even though an audience is automatically created when you place the conversion pixel, that segment only contains users who purchased in 30 days (as the default member lifetime). If you want to start targeting people who purchased 90 days ago, you will need to adjust the member lifetime.

  • Work with your LiveIntent team to make sure they are targeting this Dynamic Audience in your campaign.
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