09/27/2023
The Critical Role of Audience Suppression in Effective Dealership Marketing
We talk a lot about how sending the right message at the right time to the right shopper is key in creating hyper-personalized shopping experiences for car buyers today. But what about the opposite? What happens when you send the wrong message to the wrong shopper at the wrong time? It’s just as important to have the infrastructure to avoid– or suppress– these types of messages to our dynamic shoppers.
That’s where audience suppression comes in. Audience suppression refers to the practice of excluding certain shoppers that should not be targeted with a specific campaign. You can consider it to be the opposite of lookalike campaigns, where marketers build audiences based on specific customer attributes, only with audience suppression, you are actively using those parameters to exclude those shoppers from your campaign audiences, rather than target them.
If, for example, a shopper is in the market for maternity clothes, after a few months, those campaigns will no longer be relevant for that shopper. Rather than continue to target them with those ads, the retailer should instead start targeting the shopper with car seats, strollers, and baby clothes in order to reach the shopper with relevant ads. Audience suppression keeps your ad messaging tight and dynamic so you can seamlessly move shoppers from campaign to campaign and turn off irrelevant messaging once the shopper changes their status in the journey.
