Why you need an “anti-audience”

Also: Some posts from our swipe file.

Marketing Qualified
May 10, 2024

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Why you need an “anti-audience” for your ads. Attract the people you want, and repel the people you don’t.
From the swipe file. Some posts that have caught our attention recently.

Why you need an “anti-audience” for your ads.

If you’ve ever run a CPC campaign, you know how important it is to create ads that only draw in the right type of audience. Otherwise, you’ll blow your daily budget very quickly.

Sure, you can limit campaign audience parameters like geos and job titles. But those settings only get you so far.

Your ad copy has to finish the job.

You want to attract and convert your ideal customers while encouraging everyone else to scroll right past your ad.

If you do it right, you’ll save money by preventing unqualified clicks. And increase your conversion rate by sending the right types of people to your landing page.

One of the best ways to make this happen is by defining your “anti-audience.”

What is an anti-audience?

Most marketing teams target a defined ideal customer profile (ICP).

Usually, it includes things like age, gender, location, job title, company size, industry, etc.

For example:

C-suite executives
Located in the US or Canada
Working at a SaaS or e-commerce company
50-200 employees

Now, a member of your anti-audience is someone who fits your ICP parameters but is still unlikely to say “yes” to your offer. This could be for several reasons, for example:

They’re only looking for a free solution.
They don’t resonate with your unique selling points.
They disagree with a core part of your company’s philosophy.
They’re kicking the tires but have no intention of purchasing soon.
And more

Most companies already know where their “problem clicks” stem from. If you’re not sure, ask your sales team. We’re sure they’ll be more than happy to tell you. 😉

Congrats, you just defined your anti-audience.

How to use an anti-audience in ads.

The best way to leverage your anti-audience in your ad campaigns is by writing headlines or ad copy that repels them.

For example:

This ad is shown to people searching for “career opportunities.”

Image Credit: Search Engine Land

Its headline, “Non Woke Job Board,” attracts its target audience while at the same time repelling people who do identify as “woke.”

Target audience: people who disagree with “woke” culture.

Anti-audience: people who aren’t interested in working for a “non woke” company.

If instead the headline was something like, “find a job that aligns with your values,” it wouldn’t be as effective.

Why?

Because a broader range of job seekers would click the ad only to find out from the landing page that RedBalloon doesn’t speak to their personal values.

That means RedBalloon would pay more and see a lower conversion rate.

Check out another example:

This is an ad run by a finance company.

Target audience: accredited investors

Anti-audience: everyone else

The headline makes it extremely clear that this company is “Only for Accredited Investors.” It repels people who don’t fit that requirement from engaging.

This saves Driftwood Capital from paying for clicks from people they’re legally unable to work with.

Both of these examples are pulled from Google Ads, but the anti-audience concept can work across ad platforms.

The clearer you are about who you’re NOT a fit for, the more likely you are to attract the people you ARE a fit for.