Running a D2C (Direct-to-Consumer) brand can be incredibly rewarding, but one of the biggest challenges is finding the right audience. If you’re a D2C brand owner struggling to get purchases from your ads, you’re not alone. With so many brands fighting for attention, 2024 is all about being smarter with your ad targeting. In this blog, we’ll walk you through seven powerful ways to ensure your ads reach the people who are most likely to buy from you.
For this guide, we’ll use a skincare brand as an example—a company that sells anti-aging serums. Let’s dive into the strategies!
1. Use First-Party Data to Build Lookalike Audiences
Why it works:
In 2024, privacy regulations like GDPR and Apple’s iOS updates have made it harder to rely on third-party data. That’s why first-party data (the information you collect directly from your customers) is pure gold. By using this data, you can create Lookalike Audiences—people who resemble your existing customers and are more likely to convert.
How to apply it:
If you have a list of customers who’ve already bought your anti-aging serum, you can use this data to create a Lookalike Audience on platforms like Meta (formerly Facebook). Meta will find new users who share similar characteristics with your loyal customers.
Key strategy:
Instead of building Lookalikes from your entire customer list, focus on your high-value customers—the ones who make repeat purchases or spend the most. You can create a Lookalike Audience based on customers who’ve spent over a certain amount, ensuring you’re targeting people with higher purchasing power. For example, if your premium serum is $80, create Lookalikes from customers who bought 2 or more bottles. This increases your chances of finding new buyers who won’t hesitate to invest in your product.
2. Tap into Behavioral Targeting with Meta’s Detailed Targeting
Why it works:
Demographics alone won’t cut it anymore. You need to go deeper and target users based on their online behavior—how they interact with certain brands or products. Behavioral targeting allows you to focus on people who are actively searching for solutions or have shown an interest in skincare products like yours.
How to apply it:
Meta’s Detailed Targeting allows you to target users who’ve shown interest in skincare, beauty, or anti-aging products. But don’t stop there. Layer in additional behaviors, like people who’ve engaged with competitor products or added skincare items to their cart but haven’t purchased yet.
For example, you could target users who’ve shown interest in brands like Olay or Neutrogena but haven’t made a purchase. These people are already looking for skincare solutions, which means they’re more likely to buy from you if your ad resonates.
Key strategy:
Combine behavioral targeting with retargeting. Focus on people who have visited your website, viewed your anti-aging serum, but didn’t buy. These users are already interested—they just need a nudge. Create ad copy that speaks to their hesitation and offers a limited-time discount to push them to convert. This strategy works exceptionally well for D2C brands selling high-consideration products, like premium skincare.
3. Maximize Retargeting with Dynamic Product Ads (DPAs)
Why it works:
Retargeting is one of the most effective ways to get conversions because you’re targeting users who’ve already interacted with your brand. Dynamic Product Ads (DPAs) take this a step further by showing personalized ads based on what products a user has viewed or added to their cart.
How to apply it:
Let’s say a user visited your site, looked at your anti-aging serum, but left without buying. With DPAs, you can automatically serve ads to that user, showcasing the exact product they were interested in. These ads will follow them around the web, reminding them of your product.
For example, an ad could appear in their Facebook feed with the serum they viewed, along with a message like, “Still thinking about smoother, younger skin? Complete your purchase now and get 10% off!” The goal is to recapture their interest and give them a reason to buy now.
Key strategy:
Combine your DPAs with urgency-driven copy. For instance, mention that the offer or discount is only valid for a limited time, or that stock is running low. This creates a sense of urgency and encourages users to act before the deal expires.
4. Use Micro-Segmentation for Hyper-Personalized Campaigns
Why it works:
Micro-segmentation involves breaking down your broader audience into smaller, highly targeted groups. Instead of a one-size-fits-all approach, you create campaigns tailored to specific audience needs, which leads to more relevant ads and higher engagement.
How to apply it:
For your anti-aging serum, you could create multiple segments based on different customer needs. For example:
- Women aged 45-55 concerned about fine lines and wrinkles.
- Younger women (30-40) focused on preventing signs of aging.
- Customers specifically looking for organic or cruelty-free skincare products.
Each segment has different motivations, so the messaging should be customized accordingly. The 45-55 age group might respond well to ads emphasizing visible results, while the younger group might care more about prevention and self-care.
Key strategy:
Test different ad creatives and messaging for each micro-segment. For example, your ad for the 45-55 age group might say, “See a visible reduction in wrinkles in just 30 days!” while the 30-40 age group might see, “Start your anti-aging journey early with our lightweight serum designed for long-term protection.” The more relevant your message is to each audience, the better your results will be.
5. Harness User-Generated Content (UGC) for Authentic Targeting
Why it works:
User-generated content (UGC) is one of the most trusted forms of content in 2024. Consumers are more likely to trust real reviews and experiences shared by actual users than highly polished brand ads. By leveraging UGC in your campaigns, you can create authentic ads that resonate with your audience.
How to apply it:
Let’s say some of your customers have shared positive reviews, before-and-after photos, or testimonials on social media after using your anti-aging serum. Use this content in your ads! By doing so, you’re not just promoting your product—you’re showing real results from real people.
Meta and other platforms allow you to specifically target users who are more likely to respond to UGC. These are typically people who engage with review sites, frequently read product testimonials, or watch unboxing/review videos on YouTube.
Key strategy:
Take it a step further by running Engagement Ads featuring UGC. Create an ad that showcases a glowing review or a video from a satisfied customer, and target it to users who engage with skincare influencers or follow skincare review pages.
6. Utilize Interest-Based Targeting with a Focus on 2024 Trends
Why it works:
Interest-based targeting is powerful when you align it with emerging trends that resonate with your audience. In 2024, topics like sustainability, wellness, and clean beauty are growing in popularity, and consumers are actively seeking products that reflect these values. This gives you an opportunity to target people based on interests that go beyond just “skincare.”
How to apply it:
For your anti-aging serum, if it’s made with organic or cruelty-free ingredients, you can target users who have shown interest in eco-friendly products or sustainable living. Similarly, if you use plant-based ingredients, target individuals who follow clean beauty trends or wellness influencers.
For example, you could create a campaign specifically aimed at eco-conscious buyers, with messaging such as: “Our anti-aging serum is 100% organic and cruelty-free, perfect for those who want great skin without compromising their values.” You can target users who are interested in sustainability, organic skincare, or vegan products.
7. Integrate Offline Conversion Data to Optimize Campaigns
Why it works:
If your D2C brand has both online and offline sales channels (e.g., pop-up shops, retail partnerships, in-person events), offline conversion tracking helps you get a complete view of your audience. By syncing your offline data with online ads, you can optimize your campaigns to target users who are more likely to make a purchase in any channel.
How to apply it:
Let’s say you attend skincare or wellness events where you offer your anti-aging serum to customers. After these events, you have a list of in-person sales or sign-ups. You can integrate this data with your Meta Ads Manager to track which users visited your website after engaging offline.
This gives you a deeper understanding of how online and offline behaviors are connected. For example, you might discover that users who first interacted with your serum at an event are more likely to convert after seeing a retargeting ad online.
Additionally, look at patterns where customers purchase offline and run online ads to support similar audiences. If you notice a trend where offline customers belong to a particular demographic (e.g., women over 50), use this insight to optimize your online ad targeting, ensuring your message resonates more effectively with that group.
