You can no longer build an agency around your targeting strategies. You can have unique approaches to targeting, but it can’t be the primary way to differentiate yourself.
The value you add with targeting will only decrease, so focus on advertising services that will continue to make an impact.
Start with these three areas…
Where to Focus
1. Prioritize everything associated with conversion attribution.
That includes, but is not limited to…
- The setup of the pixel
- Creation and management of conversion events
- The setup and management of web API
- Passing offline events
- Applying UTM parameters for third-party reporting
Work on strategies that help you provide your clients a full picture of advertising impact. Build an expertise in making sense of the data.
2. Copy and creative.
This may be the most obvious because it’s where you’ll spent most of your time with advertising now, and in the future. Employ copywriters and designers to provide an edge. Focus on creative testing, persuasive offers, and launch strategies.
3. Focus on where you’re sending people.
This is often neglected. A poorly performing website will impact the results that you can generate, so take over this area when you can. Focus on developing high-performing landing pages that load quickly and are designed for optimal user experience. You can also include landing page testing.
Find Your Niche
You don’t need to do all of these things, but they are services that can help set you apart. There’s plenty that you can prioritize over targeting.
Start pivoting now.