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Audience Targeting Strategy: Create One That Converts

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Want to learn how to target the right audience based on how visitors interact with your site? You need an audience targeting strategy. Ultimately, how you decide to organize your website visitors is up to you. You can engage your visitors based on either what their interests are or how high their intent to convert is. So what is the difference?


Create an audience based on a visitor’s level of intent to identify which visitors are most likely to convert.

Create a New Audience

To add an audience to a new campaign, navigate to the Audience section on your AdRoll dashboard and either create a new audience or add an existing audience.

Define audiences based on:

  • URLs
  • A fixed page
  • An event
  • The number of pages viewed
  • The number of impressions served
  • CRM¬†lists

URL-Based Audience

URL-based audiences define your audience based on a URL they visit. You can also define an audience based on a portion of a URL. This captures visitors who land on any URL on your website that contains that URL pattern. Learn more about how to set up URL-Based audiences.

Fixed Audience

If there's a page on your site that represents something specific, such as completing a conversion, you can define an audience based on this page. Learn more about how to set up Fixed audiences.

Event-Based Audience

You can conduct digital audience targeting based on an event triggered, such as a button click. If the event is accompanied by a URL change, you can define that through a URL-based audience. However, if the event doesn't result in a change in URL, an event-based audience captures visitors who perform this action. Learn more about Event-based audiences.

Pages-Viewed Audience

This web-only audience type allows you to organize your audience based on a minimum number of pages they viewed at while on your website. While certainly not the only indicator of visitor intent, a good rule of thumb is that the more pages someone views, the more interested they are in what you have to offer.

Impression-Based Audience

This web-only audience type allows you to organize your audience based on a minimum number of impressions served. Consider this if you're a B2B business where sales cycles are typically extended over a longer period of time and you want to utilize sequential messaging.

CRM Audience

CRM data onboarding allows you to leverage email lists as part of your audience targeting strategy. If you conduct part of your business off your website, want to re-engage old customers, have a seasonal offering, or need to build on your existing campaign audience, CRM is effective. Learn more about CRM data onboarding.

Want to learn even more about how to target the right audience? Get in touch with your Account Manager or sign in here.

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