🎯Profiling and Targeting

In the world of digital marketing, understanding and reaching out to the most appropriate audience for your product is crucial - this is referred to as targeting. Web3 Acquire provides an enriched targeting methodology that leverages the power of the Web3 ecosystem to help businesses not only identify their potential user base, but also optimize the approach to reach them effectively. With the plethora of data generated in the Web3 space, Web3 Acquire is able to build detailed user profiles, and then further employs advanced statistical algorithms and AI to segment these users based on varied characteristics, behaviors, and interactions.

W3A Audiences

W3A has the concept of audiences which are just decorated lists of addresses. These audiences can represent the users who have interacted with your product, or who came from a specific campaign. By analyzing these interactions and the data associated, we can provide actionable insights about your audience like targeting parameters or CAC/LTV/churn for those users.

Mastering Two Types of Targeting

Web3 Acquire currently supports two primary forms of targeting - paid Twitter ads and organic Twitter post targeting. More targeting methods are coming soon.

Paid Twitter Ads

Paid Twitter Ads are a powerful tool for reaching a broad or specifically targeted audience. Web3 Acquire optimizes the impact of Twitter ads by focusing on key target parameters like follower lookalike accounts, keywords, and locations.

Follower Lookalike Accounts

Twitter/X allows you to target users by uploading a list of accounts for which you want to target people similar to the followers of those accounts. An example: User X follows Aave, and you upload @AaveAave (Aave's twitter handle) for targeting. Twitter will target users similar to X in terms of preferences.

But then the question becomes, what accounts should you select for follower lookalike targeting? We offer a data driven answer to this question. Ultimately, we want to maximize the probability that a user on twitter converts. So what we do is find projects that have users that are most likely to convert to users of your platform. We do this by looking at past conversion data to your platform and examining which projects your users interacted with. We also take into account that the biggest projects like uniswap are used by EVERYONE and so it doesn't help you to upload @uniswap to your follower lookalikes.

Keywords

Selecting the right keywords is a critical part of successful Twitter ad targeting. However, it's not about selecting the most popular or generic terms associated with your industry. To truly maximize your ad's reach and engagement, you need to use a more refined and data-driven approach, and that's exactly what Web3 Acquire does.

Just like follower lookalike accounts, Web3 Acquire optimizes keyword targeting based on past conversion data. The system identifies the key terms and phrases that were commonly used by users who ended up converting on your platform. It analyses the keywords in content, hashtags, and other relevant user metadata to find which terms they interacted with or used most before conversion.

However, the system also recognizes the importance of specificity and relevance. For instance, using a broad term like 'ether' might seem compelling when operating in the Ethereum space -- it's a buzzword with tons of traffic, after all. Yet, that term is also used by a vast number of users, many of whom may have no interest in your specific offering. Simply put, bigger isn't always better when it comes to keyword targeting.

Locations

The geographic location of your audience can heavily impact the results of your Twitter ad campaigns. Web3 Acquire pinpoints the top locations where your potential or existing users are based, informing your campaign's geographic targeting. By focusing your ads on these regions, you can ensure that your ad spend is used efficiently by reaching out to users in locations where your product or service is most relevant.

Without integrating the w3a tracking tag into your site, locations data is limited to an approximation computed from address transaction data. We use ML to correlate transactions with approx location. Once you integrate the tracking tag, the location data becomes much more accurate since we're then able to utilize anonymized (privacy-preserving) IP geolocation.

Creating Ad Campaigns

Web3 Acquire bundles these insights to create highly targeted ad campaigns. You determine the reach of your ad based on this data, ensuring you neither cast your net too wide (wasting ad spend on those unlikely to convert) nor too narrowly (missing out on potential customers).

Organic Twitter Post Targeting

In addition to paid ad targeting, Web3 Acquire also integrates organic Twitter posts into its targeting strategy. Nonetheless, these organic Twitter posts are not randomly crafted, but are data-driven and guided by carefully curated 'Content Ideas' from the platform.

Data-Driven Content Ideas

Web3 Acquire's 'Content Ideas' are generated based on thorough data analysis. It scrutinizes the content that your targeted audience has engaged with in the past week, i.e., the tweets they've liked, shared, and commented on. This analysis provides insights into the topics, formats, and tone of content that resonates with your audience. For example, it might reveal that your audience prefers informational infographics, or they may be drawn to humorous commentary on industry news.

Expanding Ideas and Iterative Posting

Once you choose a 'Content Idea', you've the opportunity to expand it into a full-fledged organic post on Twitter. Remember, you're not just restricted to one idea or one post. You can—and should—act on multiple 'Content Ideas' since this enables comparisons between different strategies and posts. You can iterate your posting strategy based on real-world feedback, continuously refining your content to better engage your audience.

Combining Organic and Paid Strategies

Moreover, you aren't restricted to choosing between organic posts or paid ads. Twitter allows you to boost your organic posts by promoting them as ads. This layered strategy allows you to first create authentic and engaging content and then gives this content a wider reach through paid promotions.

Let's say, you've created an organic post using Web3 Acquire's data-driven 'Content Idea' and that post is performing well in terms of engagement. To reach an even larger audience, you can boost this post, converting it into a promoted ad that reaches beyond your existing audience base. This way, you maintain the originality and authenticity of organic posts while enjoying the broad reach of paid ads.

Web3 Acquire's effective blend of data-driven organic post creation combined with the expansive reach of Twitter paid ads makes for a powerful organic and paid post targeting strategy. It ensures you're delivering engaging content to the right audience and can adjust your strategy based on user engagement and feedback.

Tracking and Optimizing

Once the ad or post is out in the world, it’s important to track its performance. Web3 Acquire tracks all relevant data points, including who's interacting with your ad and what those interactions are. This is done by passing the ad landing page URL through Web3 Acquire's attribution link generator. With this wealth of data, you're equipped to fine-tune future campaigns, further optimizing your targeting strategies, and boosting your promotion's overall performance.

By utilizing the unique features of the Web3 ecosystem and coupling it with data-driven approaches, Web3 Acquire adds a new dimension to conventional targeting methodologies. This not only increases user acquisition precision, but also significantly enhances the efficiency and effectivity of your marketing efforts.