When we look at what audience you use for your ads, the first step is to decide what type of foundation audience data you’d like to use as the base of your campaign. Every ad campaign is built to deliver to a certain group of people—your audience. Where your audience comes from depends on what kind of data you choose to rely on.
- Curated Audiences - this data comes from trusted, third-party providers. These audiences are hand-built by the Turn It Blue team of pros, who have combed through literally thousands of data segments to build customized audiences that meet our customers' needs. These pre-built segments allow you to quickly and effectively build the foundation of your audience by targeting key voters without any of the guesswork. What are One-Click Curated Audiences?
- Custom Audiences - data from trusted third-party industry leaders like L2 and TargetSmart is your next option for building the foundation of your audience. This data has been grouped into broad audience terms that allows you to search and choose from popular political and demographic targeting parameters, without getting lost in the back-end data—that is to say, each of our data targeting terms includes behind the scenes data selections from a range of partners and criteria to ensure your audience is built to succeed. How to use third party data to create an audience
- Voter File or CRM data targeting (also known as 'First party data') is among the most reliable data because it is data that you have personally collected or cultivated within your campaign. It could be data from your statewide voter file from your Secretary of State’s office or Party officials, or it could be data you have gathered throughout your campaign from field signups and other list-building efforts. The key trait of first party data is that it’s your data. But its important to know that Personal data comes with limitations, especially if the audience size is too small. Click the link below to learn more about how to use first party / personal data in the most effective way possible. How to use personal (first party) data to create an audience
- Retargeting audiences use what is called a pixel to gather information about who visits your web properties (website, ActBlue fundraising pages, etc) so you can deliver ads to them—or exclude them from ads—at another time. Retargeting ads can only be used with a pixel on web properties you control, so you can't track who visits a website you don't own. How do I place my pixel for retargeting ads?
So, how does this all fit together? Its up to you! But the majority of our clients rely on a combination of our custom audience targeting and Personal Data targeting to build their ideal audiences. To learn more about about how to build the best audience for your goals, check out this additional guide: A guide to creating a political audience