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Your Audience are the people your ads will be shown to. You can define who these people are as Grab audiences or your Existing audiences.

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Smart targeting

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Smart Targeting provides you with a simpler and streamlined audience targeting option to reduce the complexity and time taken to select the right audiences for your campaigns. Choose Smart Targeting to leverage Grab's data to select the best audience for your brand.
 

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Advanced Targeting\n

Under Grab audiences, select from our highly-defined user segments to connect your business to the right people. You can refine your audience using: 

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  • Interests and behaviours: You can refine by demographics, food choices, visits to places of interest (POIs), financial services usage, and many more
  • Custom audiences: You can also refine your existing audiences, which will include Customer Match, Saved, Acquisition, Retargeting, and Lookalike audiences.
  • Your Audiences: You can refine your audiences by Active customers, Lookalike customers and Inactive customers.
    • Active customers: Customers who have placed at least 1 order with you in the past 90 days.
    • Lookalike customers: Grab users who have not ordered from you but share traits or interests similar to your active customers (lookalikes).
    • Inactive customers: Customers whose last order with you was more than 90 days but within 180 days ago.
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❗Important: By default, Grab targets all audiences. When you select a specific demographic to target, you are narrowing your targeting to your selected audience.  
❗Important: If you’re running search ads, targeting your ads by audience is not recommended. You can skip this step.

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Building your Audience via Interests and Behaviours

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OR Logic

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Within each selection group, people who identify with any one of the chosen characteristics will be included (OR logic).

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  • For example, if you created a group of ages 18-24, 25-34, and an in-market behaviour of “Breakfast”, the targeting would include people aged 18-24, or those who have bought breakfast on Grab.
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AND Logic

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You can also build your target audience using both AND and OR logic via the Narrow-down option. You can narrow down your audience up to 3 times.

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As you add a second selection group using the narrow down option, only people who belong in both groups will be included (AND logic).

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  • For example, if you created two selection groups, one with an in-market behaviour of “Breakfast”, and the other with the gender “female”, only females who have bought breakfast would be included.
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In summary, the OR logic applies within a selection group; while the AND logic applies across selection groups.

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If you have an issue or feedback on Marketing Manager, please let us know.

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