Targeting Campaigns By Demographic

by Josh Todd on April 14, 2011

A popular technique is to target your campaigns with demographics. This is easy to do on Facebook, and it can be done on PPV as well with a little bit more work. Here is a basic strategy to get you started.

1. Go to Quantcast.com

2. Enter the url of the offer that you are promoting (such as “match.com”)

3. Click the Demographics tab from the left hand menu

Now if you are doing Facebook marketing, you can take this info and put it directly into your targeting for the campaign. Age, sex, etc. For PPV, you need to figure out what kind of sites that people in your target demographic also like to visit, then you bid on those urls. Here are the steps for that.

Quantcast Planner

Quantcast Planner

4. Go to Quantcast.com/Planner (this will require you to register a free account if you don’t have one already)

5. On the left menu, under “Audience Definition”, put in the demographic info that we learned from the previous steps.

6. Under “Filters”, click the empty box labeled “By Category” and then choose a relevant category from the list. (You must do this or else you will end up with a bunch of junk urls like google.com and facebook.com)

7. Click “Download”.

Now you have got a list of demographically targeted urls that you can use in your PPV campaign. Keep in mind that targeting demographically is not quite as accurate as targeting by keyword, but there can be a lot more volume. If you know that you campaign appeals to people within the demographic, it’s just a matter of building the right kind of landing page and/or finding the right offer that appeals to them. The good news is that if you get one of these to work, the rewards can be huge.

{ 9 comments… read them below or add one }

imkazu April 14, 2011 at 10:16 am

quantcast is great; usually use it to find my ppv targets
you could simply type your target domain in "Site Affinity" in the planner for a list of broad but similar demographic urls as well

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Josh_Todd April 14, 2011 at 10:47 am

Yeah I just discovered that recently, but forgot to put it in the post. Great tip!

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Ryan Eagle May 8, 2011 at 7:06 pm

Agreed, quantacast is great especially for those new to PPV.

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Dapo July 11, 2011 at 8:45 am

thanks so much for this simple but great tip Josh

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Michael August 28, 2011 at 10:02 pm

Great tips i am new in PPV but i learn a lot from you

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Joel walters December 6, 2011 at 5:23 am

Thanks for these tips! I've been using Quantcast for a few months now, and this technique works great man!

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Chett March 22, 2012 at 8:22 am

What happens when you type a site into Quantcast and you are unable to view the demographics? I am planning for a campaign and for the life of me I cannot get any demographics info for any competing sites.

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Josh Todd March 22, 2012 at 10:17 am

I hate it when that happens. You can try Alexa.com and see if they have any info that Quantcast doesn’t.

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Chester T Ludwig December 31, 2012 at 9:50 pm

pretty cool tip…like your story. keep up the good work!

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