Audience Targeting Matters

In today’s competitive marketplace, reaching customers at the right time is crucial for success. Walmart’s Display Self-Serve Platform (DSS) offers advanced targeting options to help brands connect with their ideal audiences. By leveraging these strategies, you can enhance your advertising efforts and maximize your return on investment.

Key Targeting Tactics

Walmart DSS provides a variety of targeting options that enable you to tailor your campaigns effectively:

  • Behavioral Targeting: This tactic allows you to reach customers based on their online behavior and interests. By understanding your potential customers’ engagement, you can create targeted ads that resonate with them.
  • Customer Attribute Targeting: This option allows you to target customers based on specific demographics, lifestyle choices, and other attributes. This level of personalization ensures that your messaging speaks directly to the audiences that matter most to your brand.
  • Shopper Journey Targeting: This approach lets you reach customers at different stages of their buying journey. Whether they are just becoming aware of your brand or ready to purchase, you can deliver tailored messages that align with their needs.
  • Advanced Targeting: You can create hyper-targeted campaigns using Walmart’s first-party data. This data-driven approach allows you to refine your targeting and reach consumers who are more likely to engage with your products.

Targeting Suggestions for Better Results

To optimize your targeting efforts and improve campaign performance, consider the following suggestions:

  • Keyword Targeting: Combine Display Self-Serve with keyword targeting to capture in-market customers actively searching for products. Depending on your goals, you can target or exclude branded and non-branded keywords.
  • Behavioral Targeting Segments: Focus on high-intent customers to retain existing ones and increase your share of wallet. Consider these audience segments:
    • Brand and Category Predictive: Reach customers who are likely to buy based on their past behavior.
    • Lapsed Customers: Re-engage customers who have not made a purchase recently.
    • Brand Affinity and Propensity: Target customers who prefer your brand.
    • Lookalike Audiences: Find new customers who resemble your existing loyal customers.
    • Custom or Rule-based Audiences: Create segments tailored to your specific marketing objectives.
  • Contextual Targeting: Utilize contextual targeting to enhance your campaign scale and reach. This tactic allows you to target customers actively browsing within a specific or relevant category, helping capture the attention of potential switchers and loyal brand customers.
  • Advanced Targeting: Combine brand, category, persona, or custom segments using powerful inclusion and exclusion expressions. This feature helps:
    • Refine Audience Segmentation: Create complex targeting rules to reach or filter specific Walmart customers.
    • Enhance Campaign Performance: Serve ads tailored to audience behaviors, increasing relevance and engagement.
    • Optimize Bid Strategy: Minimize budget waste by focusing ad spending on customers most likely to convert.

**Note: Audiences require 5-10 days to activate, with inclusions and exclusions applied at the audience level.

Testing Out New Audiences is Crucial

By mastering these targeting tactics with Walmart DSS, you can ensure that your advertising efforts effectively reach the right audience at the right time. Tailoring your campaigns to align with customer behavior and preferences will help drive engagement, conversion, and brand loyalty. If you’re ready to take your advertising strategy to the next level, consider leveraging Walmart DSS’s advanced capabilities to unlock new opportunities for your brand.

Contact Teikametrics to learn more about DSS and how we can partner with you to scale your business.