Feathr's Affinity Campaign is like a retargeting campaign that bypasses your own first-party data and connects you directly to large groups of potential customers based on their shared characteristics such as what industry they belong to, what products they're in the market for, and more.
Audience Expansion (and More)
The primary purpose of an Affinity campaign is to expose your organization and its message to new users. So design your copy and creatives with audience expansion in mind. A successful Affinity campaign will draw many new visits to your website, and you can follow up with retargeting campaigns to bring conversions up.
Affinity campaigns have also been successful in earning direct conversions. The kinds of Affinity campaigns we've seen succeed at conversion have been to very tightly geofiltered audiences, where the campaign's offer is local and so is the audience. More about geofiltering below.
The key to a successful Affinity Campaign is selecting the best audience for your offer. Understanding your potential audience and then matching it to the available Affinity Group(s) will ensure your campaign succeeds.
Affinity categories include industry, demographic, and in-market.
- The industry category targets audiences that work within specific industries such as health care, finance, construction, and many more. Most industry audiences also include options to target workers, decision makers, executives, and other levels within a given industry.
- The demographic category targets audiences based on demographics such as age, education level, income, and net worth.
- The in-market category targets audiences based on what they are in the market to purchase, as well as other consumer behaviors and behavioral indicators.
Once you have selected an Affinity category, you will be able to browse the individual Affinity audiences.
To assist with your strategy, you can browse or download the Google sheet below, which lists all possible audience selections at the time of publication. (Note: the audiences available in the Feathr app are subject to change)
NOTE: Since Affinity audiences are pulled in real time from our ad network partner databases, please allow several seconds for Affinity audience dropdown choices to load. If a dropdown appears blank, refresh the page and try again before contacting support.
Audience Size & Geographic Filtering
Most Affinity audiences are huge. The source of data for these audiences is Feathr's ad network partners, who are among the largest and most comprehensive consumer data aggregators in the world. Because of that, most of the Affinity audiences contain people from across the globe in large numbers. It isn't likely that you as a Feathr user will 1) have the campaign budget to advertise to millions at a time, and 2) need to reach every member of the Affinity audience(s) you select. Because of this, Feathr's geographic filter becomes a tool allowing you to cut down large audiences to only those that browse in the regions where your offer applies. When you select a region in a Feathr geographical filter, it automatically excludes all other regions.
Stacking Audiences and Geographic Filters
Feathr's campaign wizard allows you to add multiple audiences and multiple geographic filters. So you could try to add more than one Affinity audience, but perhaps instead of choosing the entire United States, for example, you could choose only your state, or a tri-state region.