Categories: Media Planning & Buying|By |4.3 min read|

Prospecting Campaigns

In the world of digital advertising, prospecting campaigns are becoming more popular among advertisers to driving ongoing customer acquisition. So what exactly do prospecting campaigns do? Let’s break this concept down and look at some techniques for mastering it.

What are Prospecting Campaigns?

Prospecting campaigns can be described as large campaigns leveraging substantial data sets as well as customer intent or content consumption. This data is taken from online publishers, advertising websites, and social media accounts. The data sets in particular are analyzed by display advertising companies in order to find potential customers who are the most likely to engage with your brand. It is one of those advertising techniques that attract potential long-term clients. A great analogy is to think of Prospecting Campaigns as casting a fishing net as wide as possible to try and catch a few fish. You’ll end up catching a wide range of fish, not all will be good, but you’ll catch some big ones in each cast.

What are the Prospecting Phases?

The main prospecting phases are “Become Aware” and “Researching.”

“Become Aware” involves gaining as much exposure as possible and building up learnings that will make it easier to isolate the inventory that is the most valuable to your individual campaign. In order to create successful prospecting campaigns, it is essential to develop precise media planning questions. To develop campaigns that effectively reach and interact with the target audience, media planners must have a thorough understanding of the target audience, media platforms, campaign objectives, budget, and message. This is essentially the discovery phase in which you can identify who is converting and who is not. During this phase, your CPM should be low, since there is more inventory available in the exchange.

“Researching” involves creating an algorithm that builds an audience of users who are similar to the ones who convert through your ads. This phase is at its most effective when it delivers CPS results that are somewhat similar to retargeting strategies. A pixel is usually used on the advertiser’s website to build up that audience.

In many cases, your display advertising company (such as Gourmet Ads) can take on the task of implementing these phases.

What Targeting Techniques can be Used for Prospecting Campaigns?

There are a number of different targeting techniques that can be used to master prospecting campaigns. Advertising now has a completely new meaning in the world of digital marketing. Disruptive advertising is a marketing tactic that involves interrupting a user’s experience with an unexpected and attention-grabbing advertisement. Disruptive advertising (Ads) meaning has been associated with pop-up ads, auto-playing videos, and other forms of digital advertising that interrupt the user’s online experience.

Audience targeting is one common technique used for prospecting. This method involves targeting very specific audiences, such as primary household cookers, grocery buyers, audiences that are interested in weight loss or diet, etc.

Native advertising is another technique that can be used for prospecting campaigns. Common native advertising examples include native display ads. In contrast to conventional ad formats like IAB Ad Units, native advertising takes a non-disruptive approach and has produced excellent results for clients. The ad format is the first important consideration in native ad specs for prospecting campaigns.

In a prospecting campaign, businesses can use different types of advertising. Campaign targeting is one unique technique used for prospecting that can be quite fruitful. This technique is applied in the ad server and can be used on its own or combined with other targeting solutions. Typically, this technique involves frequency capping, DayPart targeting, domain targeting, web browser targeting, etc.

Contextual targeting, also known as contextual advertising, is a prospecting technique in which an advertiser will run an ad campaign that only targets pages of specific content that is contextually relevant to the product being advertising. For example An ad for apple preserves that sits next to a blog recipe for apple pie would be contextual targeting.

Retargeting ideas are used by businesses to improve their marketing efforts. Demographic targeting is probably the most basic retargeting technique out there. This involves uses multiple internal sources and third-party sources to target ad campaigns to very specific audiences based on their demographics. These demographics can include geographical location, gender, age, income, parental status, and much more.

Retargeting vs Prospecting Differences

Prospecting involves any sort of activity where you target individual users who have not visited your site yet, based on research developed around your existing converting customers. Retargeting, on the other hand, targets users that have clicked through ads and visited advertiser sites but bounced before signing up for services or purchasing a product. Retargeting is often achieved by utilizing cookie pools, while prospecting involves the use of pixels and other analytics tools. Both prospecting campaigns and retargeting campaigns are used for CPG.

What is CPG

Items purchased for personal use are referred to as consumer package goods (CPG). Direct sales of consumer products are made to clients for their personal use alone; they are not intended for further production or resale. Instead of manufacturers and industries, the consumer goods sector refers to stocks and businesses that offer items to consumers and families.