Which targeting option is best for influencing consideration?

Analysis of Correct Answer(s)

Custom Intent is the most effective targeting option for influencing the consideration phase of the marketing funnel.

• Focus on Active Researchers: Custom Intent audiences are built around users who are actively researching specific products or services online. This is done by targeting them based on relevant keywords, URLs, and apps they have recently interacted with.
• Perfect Timing: This allows you to engage with potential customers at the precise moment they are comparing options and deciding what to purchase. By presenting your ad during this critical research period, you directly influence their consideration set.

Analysis of Incorrect Options

• Demographics: This option targets users based on broad attributes like age and gender. It is best used for building top-of-funnel Awareness, not for engaging users actively considering a purchase.
• Custom Affinity: This targets people based on their long-term interests and passions. It is excellent for building brand affinity but is less focused on immediate purchase intent compared to Custom Intent.
• Remarketing: This strategy targets users who have already visited your website or app. While powerful for re-engaging an interested audience, Custom Intent is superior for reaching new users who are currently in the consideration phase for your product category.