This article will help you to target your placement to specific visitors based on a set of shared conditions, and build audiences and link to your placement within a page variant.
What are Audiences?
Audiences help you show a particular Placement to a specific group of visitors on your site, based on conditions that you specify. You'll use audiences to control which visitors are eligible to see a Placement and which are excluded. For example, you might want your overlay placement to target repeat visitors. Or, you might want to show a specific embedded placement to visitors on mobile devices only. Audiences help you do that.
Here are a few examples of visitors you can include or exclude:
- Visitors using certain devices or browsers
- Known visitors who you have included in a custom audience list
- Visitors who have certain data elements attributed to them that you are sharing with Rokt
- Visitors who are from certain geographical areas or languages
You can create an audience that captures information about your visitors and add it to a Placement within a Page Variant, so only those visitors who meet those conditions are eligible to see this Placement as part of that variant. This rule set is shareable and can be applied to multiple placement and page variants across the Pages on your site. You can also use AND or OR conditions to combine multiple targeting rule sets together for more specific targeting conditions in a specific variant.
Visitors who don't meet the conditions in your targeting rule set aren't included and won’t be shown that placement. If a certain condition is unknown, then they are also not included. In either case, they would be excluded from any placements that are using that condition.
When to Use Audience Targeting?
- When you want to show a particular placement only to a specific group of visitors (e.g. only show to returning visitors)
- When you want to prevent some visitors from seeing a placement (e.g. high value customers, customers who bought tickets to a specific event, first time visitors)
- To target a placement to only show on certain devices (e.g. when serving a different experience on mobile and desktop)
- To target a placement to only show to visitors in certain countries
- To serve a different placement experience for some visitors, e.g. most visitors see an overlay, a targeted group are shown embedded
How to Use Audiences?
Targeting is set up at within a page variant placement level (in the page editor in the page variant section against specific placements that are added to the page variant).
- Go to Transactions > Audiences
- Click "Add Audience"
- Click "Add a rule"
- Select from the available rule types
- Custom Audience
- Tag Attribute
How to Target Different Versions of an Overlay or Embedded Placement on a Page?
There are two scenarios where you may want to show different versions of the same placement to visitors on your page.
- To control which offers show on the placement. For example:
- A list of event ids has a different blocklist of verticals/brands to standard experience.
- Customers in a custom audience list should see only internal offers (Groupon HH list).
- Groupon major categories have different vertical allow/block rules.
- To serve different variations of UI/UX of your placement to specific customer groups. For example:
- Run UX tests only on a specific group of customers.
To configure, simply create multiple page variants each with a different placement and add targeting to that placement/variant combination, this will ensure placements within the variant only show to visitors who match your desired targeting conditions.
We recommend only using targeting in this way when you allow Rokt optimization to select which variant to show to your visitors. This allows us to maximize the potential of a Rokt experience on your page to drive the best possible VPT while also respecting your targeting rules. It will ensure that we always show a Rokt placement to eligible visitors.
Restriction for Variants with Custom Weighting
We recommend not adding granular targeting rules to placements when custom weighting has been selected as the traffic distribution method on your page. When targeting is applied within custom weighted variants, there is potential to exclude visitors from being shown a placement who might otherwise have been eligible if a different variant had been selected. This is because the selection of a variant occurs first without any consideration for the visitors eligibility to see the placements within the selected variant. This is necessary for Rokt to conduct a scientific split test and respect the defined selection weighting.
If Variant 1 is given 60% weighting and holds an overlay placement for general visitors to your site, no targeting is applied. Variant 2 has 10% weighting and holds an overlay placement targeting a list of event ids. When Variant 2 is selected and the visitor does not match the targeting conditions, we will show no placement, instead of serving the standard experience configured in Variant 1 which they are eligible for. This could represent a lost revenue opportunity on your page.
When does this pose a problem?
This could be problematic in situations where you want to be hyper targeted with the placements you serve to visitors on your site, but also control traffic distribution when testing new variations of your placement UX/UI. For example, if you run a different version of the overlay placement for mobile and desktop and simultaneously run UX tests controlled by a set allocation of traffic. This would require adding two overlay placements to a variant, one targeted to mobile devices and the other desktop, and assigning the variant a selection weight. This configuration is not supported as we do not allow you to add two versions of an overlay placement within one variant which load immediately on the page.
Why do we prohibit multiple overlay placements within a variant?
Variants are restricted to a single overlay placement with automatic activation on page load. This is to protect the user experience by preventing a situation where two overlay placements are shown to a visitor on your site. Allowing multiple overlay placements will involve more configuration in the setup of a variant to ensure that only one overlay is ever eligible to show.