Audience Overview
A Feathr Pixl Plus campaign combines the strengths of retargeting and email-based audience matching to help you reach more of your audience across the web. Additionally, depending on your campaign objective, Pixl Plus campaigns offer you access to highly targeted 3rd-party audiences based on demographic information and more. By using activity captured by the Feathr Super Pixel (Groups), your imported contact lists, and curated collections of 3rd-party expansion audiences, Pixl Plus campaigns ensure your ads are shown to the highest possible number of any selected targetable group, even if the only data known to you about any person within the group is an email address.
Additionally, Pixl Plus offers advanced device targeting, allowing you to reach more devices belonging to your target audience than ever.
In short, Pixl Plus is the most comprehensive campaign type available in Feathr.
Note: 3rd-party audience targeting for Pixl Plus is not available for Feathr Lite license types.
Choosing an Audience
To choose an audience for your Pixl Plus campaign, first you will select your campaign objective. If your objective is awareness, Feathr’s Campaign Wizard will prompt you to select a target 3rd-party audience based on interest, demographic, geographic location, and audience size. This audience selection tool gives you tight control over who will be targeted in your campaign.
If your objective is engagement or conversion, your audience will be selected from among Groups within your Feathr Community database. We recommend creating Groups of your website visitors, captured by the Feathr Super Pixel, as well as Groups built from imported email address lists to ensure you’re reaching both known contacts and engaged site traffic. If your group selection contains more than 5000 people, you will also have the option to add an amount of “lookalike” audience members to your campaign. Those are 3rd-party audiences that have similar characteristics to your own targeted 1st party data audiences and can fill out your target audience, exposing new people to your campaign.
If you need help importing contacts from your own files, check out How to Import in the Feathr Help Desk.
Combining these audience types gives your Pixl Plus campaign the strongest chance to connect with as many relevant people as possible.
Filtering in Pixl Plus
Pixl Plus campaigns give you the optional ability to filter your audiences so that only people matching specific demographic or behavioral characteristics will see your ads.
If your campaign objective is awareness, those demographics and characteristics are what generate your target audience.
If your campaign objective is engagement or conversion, Feathr will take your target first-party audience and further filter it by the demographics and interests you choose.
This kind of filtering can be valuable when you want to focus your budget on the audience segments you believe are most likely to engage, such as people in a particular age group or with past actions that show strong interest in your offerings. By narrowing your audience, you can improve the relevance of your ads and potentially boost conversion rates.
However, it’s important to understand that tighter filters will also reduce the total number of qualifying audience members, which may limit reach. In addition, because your ads are being shown to a smaller, more targeted pool, the cost per thousand impressions (CPM) will typically increase, meaning you’ll be paying more to reach each person in that refined audience.