Tips & Tricks for Digital Advertising in EMEA


Throughout my time here as a CSM here at 6sense (nearly 4 years!) I frequently get asked by my clients about how they can think a bit differently about Digital Advertising in EMEA. As we all know, the GDPR makes paid advertising in the region challenging and what works in the US or other parts of the globe may not directly correlate to better performance in EMEA.
I wanted to share some tips and recommendations on how you can augment your approach to Digital Advertising in EMEA. I hope you find these tips and strategies useful.
- Limit the number of ads per campaign:
- With the limited inventory to begin with, oversaturating with variations of creative ad sizes limits A/B testing insights and measurable impact on ad performance. I would suggest two versions max for each ad size and after some time, deactivate the lower performing ads in favor of the better performing ads.
- With the limited inventory to begin with, oversaturating with variations of creative ad sizes limits A/B testing insights and measurable impact on ad performance. I would suggest two versions max for each ad size and after some time, deactivate the lower performing ads in favor of the better performing ads.
- CPM:
- Be aggressive on your CPM. EMEA audiences are organically smaller than in other parts of the globe due to the GDPR so this is a highly competitive audience. Keep in mind, we will only bid to your max so if we come in lower than the max, the difference is not billed to you.
- Be aggressive on your CPM. EMEA audiences are organically smaller than in other parts of the globe due to the GDPR so this is a highly competitive audience. Keep in mind, we will only bid to your max so if we come in lower than the max, the difference is not billed to you.
- Persona Targeting:
- Remove Persona Targeting for EMEA campaigns – this gives us a higher likelihood of reaching more people because we may know a cookie is associated with a company but the availability of their title may not be there.
- Remove Persona Targeting for EMEA campaigns – this gives us a higher likelihood of reaching more people because we may know a cookie is associated with a company but the availability of their title may not be there.
- Language Targeting:
- Select all languages. Limiting to only English language preference may be contributing to lower reach if people have their browser setting to a localized language but can still read English (more common in EMEA). Target all languages UNLESS you are doing localized language content. For example: German language should go to the users with a browser setting set to German. But English should likely target everyone in the EMEA region.
- Please note: this needs to be accomplished by having language specific campaigns.
- Country Targeting:
- Remove the countries at the segment level rather than at the campaign level. This will tighten up the audiences a bit so that the number of the accounts in the campaign are closely aligned to the number of accounts in the segment. Additionally, you may find that due to the accessibility of travel in the EMEA region that targeting ALL countries may prove beneficial because of how users choose to spend extended periods of time in other parts of Europe. Focusing on all countries rather than individual countries may very well open your audiences up a bit further, thus expanding your reach.
- Remove the countries at the segment level rather than at the campaign level. This will tighten up the audiences a bit so that the number of the accounts in the campaign are closely aligned to the number of accounts in the segment. Additionally, you may find that due to the accessibility of travel in the EMEA region that targeting ALL countries may prove beneficial because of how users choose to spend extended periods of time in other parts of Europe. Focusing on all countries rather than individual countries may very well open your audiences up a bit further, thus expanding your reach.
- Contextual Targeting:
- Due to the audience size limitations within the region in general, layering in persona targeting on campaigns can further reduce the cookie pool by a significant amount. Leveraging Contextual Targeting is a tactic to take advantage of because while we aren’t targeting specific personas, we are targeting specific content types which are very likely to be consumed by the personas you care about!
- For example: If our target persona is IT professionals, advertising on IT Management/Security topics will most likely be consumed by, you guessed it, IT professionals! Less likely those in Legal, Human Resources, etc.
- For example: If our target persona is IT professionals, advertising on IT Management/Security topics will most likely be consumed by, you guessed it, IT professionals! Less likely those in Legal, Human Resources, etc.
- While the available audiences within your accounts may be broader and less relevant, the focus on the specific content that your primary audience will choose to consume naturally shifts into positive and more relevant outcomes for your Advertising program.
- Due to the audience size limitations within the region in general, layering in persona targeting on campaigns can further reduce the cookie pool by a significant amount. Leveraging Contextual Targeting is a tactic to take advantage of because while we aren’t targeting specific personas, we are targeting specific content types which are very likely to be consumed by the personas you care about!
Would love to hear from you in the comments and if you have any other tactics you like to leverage in the region.
Comments
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@Matt Starita thanks for sharing - it's awesome to have this content in here 🇬🇧
2 -
@Matt Starita those are some great insights. Thanks for the sharing! I would also recommend expanding the channels used to target customers. I recommend that customers also consider LinkedIn as a channel to reach audiences in EMEA.
2 -
Great insights @Matt Starita
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