Build Advanced Audiences

Feature Overview

The Advanced Audience Builder is designed for highly nuanced targeting. It provides granular control over platform-specific delivery and geographic locations, while allowing you to combine standard traits with custom traits to build highly specific audience segments.

Prerequisites

• A registered Covatic account.
• Access to the Audiences or Advertising dashboard.

Step-by-Step Instructions

1. Initiate the Advanced Build

From your main dashboard, you can start the process by accessing your audience list:

• Click the Audiences icon in the left-hand sidebar.
• On the Audiences page, click the + (Plus) button on the “Build a new audience” card.
• Select Build your own and click Start.

2. Switch to Advanced Mode

In Step 2 of 3 (“Build your audience”), the platform defaults to the “Simple” builder.

• Select the Advanced toggle at the top of the builder interface.
• This will unlock additional configuration options for Platforms, Locations, and Exclusions.

3. Define Delivery Platforms and Locations

Unlike the simple builder, the advanced mode allows you to specify where your ads will appear:

• Platforms: Click the X next to “All Platforms” to remove general targeting, then select specific platforms like Smart Speaker or Mobile.
• Locations: Click the X next to “All Locations” and search for specific regions (e.g., “East Midlands,” “Wales,” or “North West, England”).

4. Combine Standard and Custom Traits

You can now layer different types of data to refine your segment:

• Add Standard Traits: Click Standard Trait to select demographic data such as:
  • Housing: House Type (e.g., “Terraced house”).
  • Family: Children in household (e.g., “Children at home: 2”).
  • Finance: Household Annual Income (e.g., “£80,000–£89,999”).
• Add Custom Traits: Click Custom Trait to include specific platform data, such as Age brackets (e.g., “Age: 30–34” and “Age: 40–44”).
• Logic Operators: Use the toggle between trait blocks to switch between AND (users must have both traits) and OR (users can have either trait).

5. Finalise and Review Summary

• Click Next: Summary at the bottom right.
• Edit Title: Click the Edit icon to rename your audience (e.g., “Young family homeowners”).
• Review AI Description: The platform will generate a detailed summary of your complex criteria.
• Check Metrics: Review the Reach, % of Total Audience, and Inventory to ensure the segment is viable for your campaign.

6. Save and Publish

• Click the Save and Publish button.
• In the “Create Audience” pop-up, click Create.

Success Verification

After publishing, you will be redirected to the Audiences dashboard.

• Confirmation: A notification will appear at the top right: “You have created a new audience!”
• Status: Your new segment will appear at the top of the list with a green Live badge. You can click the audience name to view the Audience details page and see your finalised logic and reach.

Pro-Tip: Use the Exclude section in the Advanced Builder to drop specific traits from your audience, ensuring you aren’t wasting spend on users who meet your demographic criteria but fall into an undesired sub-category.