Audience suppression is a means of excluding targeted groups that might otherwise be included in a targeted marketing campaign. When you remove specific people or groups of people from an advertising campaign, they won’t see ads that they might otherwise have. These audiences can be determined by multiple factors such as whether they made a conversion or not, if they put an item in their shopping cart, or when they made a purchase from your business.
How is audience suppression used in advertising?
Audience suppression is a means of excluding targeted groups that might otherwise be included in a targeted marketing campaign. When you remove specific people or groups of people from an advertising campaign, they won’t see ads that they might otherwise have. These audiences can be determined by multiple factors such as whether they made a conversion or not, if they put an item in their shopping cart, or when they made a purchase from your business.
How is it used in advertising?
Let’s say a customer is looking to buy a new car. While they are shopping and doing their research, you show them ads for cars that seem interested in. Once that customer buys the car, without audience suppression, your campaign would continue to show that customer the same ads over and over again, for a product they already bought. When you suppress customers that have already purchased from you, you stop showing them ads they no longer care about and start showing them ads that will benefit them such as free first oil changes and service departments being open on Saturdays that can drive Customer Lifetime Value (CLV).
Why should you use it?
One of the main benefits of audience suppression is how much money you can save. When you prevent people from being able to see reoccurring ads or ads that no longer appeal to them, you stop wasting your budget on marketing that no longer leads to conversions, improving your ROAS. Your budget will be spent more effectively because with audience suppression you can stop paying to place ads in front of the wrong people and can instead begin to show more specific ads to a particular group of people that are more likely to purchase.
Audience suppression also takes away the chance of a customer clicking on your ad when it no longer benefits you. Let’s say a customer purchases a car and then two days later, that customer has a question for the dealership. They now search the dealer’s name to look up their phone number and click on a paid search ad on the top of the page. This dealership now just spent $3 for that customer— that they have already sold to— to call them. Over time, those $3 charges massively add up and can waste between 10% and 12% of your budget.
When audience suppression is introduced, the overall customer experience is significantly improved as well. We’ve all been in a situation before when we keep seeing the same ad over and over again for a product we either no longer need or are not interested in anymore. We become annoyed with the constant unnecessary marketing and can begin to affiliate our aggravation with that brand that is marketing to us. Show your customers that they are important to you by keeping up with where they are in their buying journey. For example, if they have already purchased a car, when it’s time for their first oil change, remind them through one of your service campaigns.,
How does Driven Data use it?
Because Driven Data is a customer journey platform, we constantly update our audiences and campaigns to automatically include certain audiences while suppressing audiences that would not benefit the marketing campaign that a dealership is currently running. Where that customer is at in their buying journey determines what ads they see. The categories that customers are placed in are constantly changing, so we update our audiences everyday with the shoppers that we do and do not want to communicate with at that particular moment. We ensure that all our dealers can provide their customers with the best buying experience possible, all utilizing their money more efficiently along the way.
Ready to maximize your ad spend? To learn more about audience suppression and how you can incorporate our audiences and analytics into your dealership marking, schedule a time to meet with a member of our sales team or visit https://www.driven-data.com/suppression