Speak to Your Audience in Their Own Words By Brad Geddes
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This document discusses how to target ads based on gender and age demographics. It provides information on the different language preferences and priorities of each group. For example, women tend to use more emotional language while men focus more on objects and actions. Younger audiences care about trends and affordability while older audiences focus on style and comfort. The document recommends testing ads with different messaging tailored for specific demographics and examining results to improve performance.
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Speak to Your Audience in Their Own Words By Brad Geddes
- 1. #SMX #12B @bgTheory The Demographics of Ad Creation Speak to Your Audience in Their Own Words
- 2. #SMX #12B @bgTheory The Demographics of Ad Creation Speak to Your Audience in Their Own Words
- 3. #SMX #12B @bgTheory What is This?
- 4. #SMX #12B @bgTheory Women Men • Brand • Emotional words • How it makes them feel • Women use “her” or “amazing” when talking about significant others • More encompassing, softer How Genders Talk • Object • Action • What can be done with it • Men used possessive “my” when talking about significant others. • Swear more / Direct Study: http://www.wwbp.org/data.html
- 5. #SMX #12B @bgTheory Anyone Women Great Terrific Neat Cool What Gender Says These Words? Adorable Charming Sweet Lovely Divine https://www.diva-portal.org/smash/get/diva2:225148/FULLTEXT01.pdf
- 6. #SMX #12B @bgTheory Why Do you Buy This Car?
- 7. #SMX #12B @bgTheory Fighter jet-style interior Hauls 7700 Lbs. V-8 Twin Turbo 570 HP Athletic Finesse "The 2017 Porsche's Cayenne doesn't just get you there. It's more than just a car. It's an experience involving all your senses and, if used correctly, your adrenal glands. It's an SUV that combines performance, style, luxury and cutting-edge technology into possibly the most functional driver's car of all time." -- Kelley Blue Book The Men
- 8. #SMX #12B @bgTheory I can glide through the carpool procession with my headlamps held high. It’s effortlessly at home on Rodeo Drive panoramic sunroof blankets the entire cabin in sunshine. It’s cheerful and uplifting, so you can say goodbye to SAD – Season Affective Disorder. At night, driver and passengers are treated to a celestial wonderland – with 15 square-feet of openness - VroomGirls.com The Women
- 9. #SMX #12B @bgTheory 4 wheel drive Great in snow Adaptive cruise control 7” Control Screen Rear camera / Parking sensors / Blind spot notification The Porsche Cayenne is a safe haven. The Genders Agree
- 10. #SMX #12B @bgTheory Are These Trendy? For Younger? For Seniors?
- 11. #SMX #12B @bgTheory Younger Demographic • Trendy • Affordable • Smart looking • Stand out • Group may not have eye insurance Trendy, Yet Affordable Glasses
- 12. #SMX #12B @bgTheory Senior demographic • Stylish • Look younger • No slip frames • Full vision • Multi-lens ready Stylish, Yet Comfortable
- 13. #SMX #12B @bgTheory Your ‘Old’ Segmented Landing Page Tests Work well with Image Ads
- 14. #SMX #12B @bgTheory Common words Female vs Male Source: http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0073791#s2
- 15. #SMX #12B @bgTheory What’s Important by Age Range 13 to 18 • Homework • School • Tomorrow • Bored • Boyfriend 19 to 22 • Studying • Campus / Semester • Roommate • Apartment • Classes 23 to 29 • Work • Wedding • Beer / Wine • New job • Money • Home 30 to 55 • Daughter / Son • Pregnant • Elections • Friends • Relax • Proud 55+ • Family • Grandkids • Prayer / God • Wonderful • Freedom • Blessed Topics throughout the ages: http://www.wwbp.org/data.html
- 16. #SMX #12B @bgTheory What can we do with this information? •Target only a gender, age, or age/gender combination Exclude an age/gender Create ads for each gender, age, or combo Increase/decrease bids by age & gender
- 17. #SMX #12B @bgTheory Start by Examining Your Data: Too Much Unknown – Might be waste of time
- 18. #SMX #12B @bgTheory Use Audience Lists to Gain Insights
- 19. #SMX #12B @bgTheory Testing Hypothesis: Cell phone repair service: •Men preferred: • 100% Money Back Guarantee • Are you really better at tech than I am? Women preferred: Same Day Service • I’m too busy – just do it! FemaleTest Results
- 20. #SMX #12B @bgTheory Tips Check your stats. If unknowns are the vast majority of your traffic, not worth your time. Start with top ad groups (this can be more work…) Label your ads by age/gender for ease of testing/reading data If rolling out in many ad groups; easiest to use campaigns for each target Ad customizers & default values do not apply to demographics L What’s the Context that Matters toYour Audience?
- 21. #SMX #12B @bgTheory Brad Geddes Serious about Ads? Co-Founder, Adalysis Twitter: @bgTheory Read our blog: Adalysis.com/blog Test anything: Adalysis.com
- 22. #SMX #12B @bgTheory LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX