First party audiences
How I turned CRM data into paid media audiences
Building customer and behavioural segments and activating them for remarketing and lookalikes.
Customer and behaviour
Remarketing and lookalikes
The challenge
Valuable customer data was not reaching ad platforms.
With privacy changes reducing tracking, first party data became the most reliable targeting signal available.
What mattered most
The strategy
From CRM to paid media.
I built segments and pushed them into paid platforms.
- 01Built customer and behavioural segments.
- 02Activated first party audiences in paid media.
- 03Developed remarketing and lookalike strategies.
- 04Refreshed segments as the CRM updated.
The outcome
Targeting built on the business's own data.
First party audiences now power remarketing and lookalike activity, giving campaigns a durable signal as third party tracking fades.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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